MTV: Janet Jackson at VMAs, and press release boilerplate that focuses on online viewing

Categories: Cable TV

Written By

September 8th, 2009

I looked at the press release below and had a few thoughts:

  1. That ought to be good for the VMA ratings
  2. How long before Jon & Kate Plus 8 work in a Michael Jackson angle to boost ratings?
  3. Wow, the boiler plate of the press release is longer than the release itself!

I'm not really sure if the boiler plate caught my eye because the release itself was relatively short or if because some of the items in the boiler plate were in bold.  But I found it very interesting that a significant portion of the boilerplate (and the only parts that were in bold) were dedicated to online video streaming on MTV.com.

via MTV press release:

MTV-2009-Video-Music-Awards

JANET JACKSON RETURNS TO THE MTV STAGE TO PAY MUSICAL TRIBUTE TO HER BROTHER

DURING THE “2009 VIDEO MUSIC AWARDS”

ON SUNDAY, SEPTEMBER 13, 2009 AT 9PM ET/PT

New York, NY (September 8, 2009) –– MTV has announced that Janet Jackson will make a special appearance at the “2009 Video Music Awards. ”  Janet, an MTV icon in her own right, will help open the entire show  to honor Michael's celebrated career.

Previous reports noting that choreographer Frank Gaston is involved are erroneous. The Video Music Awards air Sunday, September 13, 2009 at 9PM SHARP (Live ET/Tape delayed PT.)

About MTV:

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 27 years, MTV has evolved, challenged the norm, and detonated boundaries -- giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. On-air, MTV is the number one rated full-day ad-supported cable network for P12-24. Online, MTV.com averaged 21.7 million monthly unique visitors during the first quarter of 2009 -- up +7% from the 4Q/2008. Total video streams for the first quarter of 2009 increased by 13% from 4Q/2008 and by 21% over the same time period last year. And MTV’s successful sibling networks MTV2, mtvU and MTV Tr3s each deliver unprecedented customized content, super-serving music fans, college students and young American Latinos like no one else. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms.

 
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