1. In your opinion, why has MTV added additional digital channels to its brand portfolio?
2. Describe the market segmentation and targeting strategies being adopted by each of the new MTV channels.
3. Discuss the dangers of brand stretching.
4. Can market segmentation be taken too far?
5. What is the likely impact of these new MTV spin off digital channels on the core MTV channel in the forthcoming years?
6. What works and what does not work about MTV’s websites, social networking sites, and apps?