"I think the major strategy is that you have to be open and flexible, and probably change it every day."
MTV knows its mainly young audience well, but it is also battling to keep their attention. The people to whom MTV has always appealed are the same people who now spend their time on MySpace and Facebook and watch free video-clips on YouTube. Ms McGrath describes MTV Networks’ main audience as the “on-demand generation”—young people who are used to getting the content they want, whenever they want it.
