MTV aims to solidify its hold on the hip-hop aud by expanding its on-air and online programming under the umbrella brand MTV Jams.
Aggregation evolves the MTV Jams brand from a 24-hour digital channel to a banner that spans across MTV Networks’ numerous platforms and channels, including MTV, MTV2 and MTV.com.
The push at the Viacom cabler includes relaunching MTV2’s “Sucker Free Countdown” as “The Week in Jams” on Oct. 28, along with a bolstering of MTV News’ arsenal of hip hop experts and broadcasting series of concert tours. Banner will also launch a more defined web presence with Jams.MTV.com on Oct. 23.
“MTV has been a pioneer and leader in expanding hip hop culture from a regional movement in the early 80s to a cultural powerhouse that now extends across all ages, races and regions,” said Amy Doyle, exec veepee of MTV music & talent programming strategy. “We’re once again looking to innovate in the space to make hip hop artists and culture more accessible to a wider fan base than ever before.”