News Broadcasting
MTV to debut first worldwide multimedia visual image campaign from 1 May
In what it claims is a first for any television channel, MTV will be premiering its first multimedia visual image campaign, MTV Coordinates, from 1 May in Asia, Australia, Europe, Latin America, North America and Russia.
The innovative campaign was produced in 20 regions around the world with content reflecting the individuality and diversity of the company’s network of award-winning localised TV channels and web sites, says an official release. The campaign will be unveiled at the Wolfsonian-FIU in Miami Beach, Florida 22-25 April during the annual MTV Networks International Creative Conference.
MTV Coordinates evolved out of an initial idea by Melissa Silverman of the MTV US On-air Promotions department based on a souvenir book from the MTV Video Music Awards called “Common” that celebrated diversity and anti discrimination attitudes among youth. Following the attacks that took place on 11 September, MTV networks around the world expressed a desire to produce local image spots that celebrate the common bonds as well as diverse perspectives of young people worldwide. MTV Coordinates developed organically over a seven-month period with input from various MTV Creative Directors across the globe.
The campaign features a series of spots, each highlighting special keywords chosen by individual channels, such as rhythm, community, identity, sex, chaos, laughter and beauty. The keywords are interpreted by a series of original still images taken by photographers commissioned by MTV in local markets. Set to a vibrant and eclectic music soundtrack, the 30-second spots are linked together by complementary graphics conceptualised by Fernando Lazzari of MTV Latin America and featuring the exact latitude and longitude coordinates for cities worldwide that are represented in the still images, resulting in a campaign that is universally appealing but also locally inspired. Each participating MTV produced one promo but will share the entire series of spots among channels and websites around the world.
“MTV Coordinates reflects the diverse creativity and vision that has been such a vital component of our success in operating localised TV channels and websites around the world,” commented Lisa Hackett, senior vice-president of programming, marketing and operations, MTV Networks International. “We’re especially delighted to launch our new multimedia visual image campaign at The Wolfsonian-FIU, a museum and research center dedicated o the study of visual culture and its ability to persuade and influence.”
Said Cyrus Oshidar, vice-president, Creative, MTV India: “It’s a first for any television channel and it is great to be a part of a truly global initiative.”
MTV website elements for the campaign include streaming of all the spots on individual websites and a flipbook of the extensive series of photographic images. In addition, selected websites will feature locally produced elements such as electronic greeting cards and other announced soon.
MTV channels and websites participating in MTV Coordinates include Australia, Brasil, Canada, Espana, European, France, Germany, India, Italia, Japan, Korea, Latin America (North, Central and South), Mandarin, The Netherlands, Nordic, Polska, Russia, Southeast Asia, UK, & Ireland, and US.
The music featured in the spots includes acclaimed acts such as Iceland’s Sigur Ros and Poland’s Andrzej Smolik. In addition, several spots include original music produced specifically for this campaign.
News Broadcasting
News TV viewership jumps 33 per cent as West Asia war draws audiences
BARC Week 8 data shows news share rising to 8 per cent despite T20 World Cup
NEW DELHI:Â Even as individual television news channel ratings remain under a temporary pause, the genre itself is seeing a clear surge in audience attention.
According to the latest data from Broadcast Audience Research Council India, television news recorded a 33 per cent jump in genre share in Week 8 of 2026, covering February 28 to March 6.
The news genre accounted for 8 per cent of total television viewership during the week, up from 6 per cent the previous week. The spike in attention coincided with escalating geopolitical tensions involving the United States, Israel and Iran, which have kept global headlines firmly fixed on West Asia.
The rise is notable because it came at a time when cricket was dominating television screens. The high-stakes stages of the ICC Men’s T20 World Cup, including the Super 8 fixtures and semi-finals, were being broadcast during the same period.
Despite the cricket frenzy, viewers appeared to be toggling between sport and global affairs, boosting the overall share of news programming.
The surge in genre share comes even as the government has enforced a one-month pause on publishing ratings for individual news channels. The move followed regulatory scrutiny of the television ratings ecosystem.
While channel-level rankings remain temporarily out of sight, the genre-level data suggests that when global tensions escalate, audiences continue to turn to television news for real-time updates.
