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Choose or Lose

Since its launch in 1992, MTV's "Choose or Lose" initiative has transformed youth engagement in elections, utilizing innovative media strategies to resonate with young voters. By creating real-time access to candidates and interactive dialogues via platforms like MySpace, MTV fosters direct youth participation in democracy. The 2008 campaign builds on past successes, leveraging multimedia activism, citizen journalism through "Street Team '08," and cutting-edge technology to amplify youth voices and coverage of crucial issues. Join MTV in harnessing the power of media to educate and inspire.

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Choose or Lose

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  1. 2008 Choose or Lose

  2. What is MTV Doing Here? • News & Pro-Social: Using the power of MTV to educate & engage young people in the issues they care about. • Several “pro-social” initiatives over the years…AIDS awareness, discrimination, world hunger… • We heard from our audience: Candidates weren't speaking to youth at all, or if they were attempting, it was not done in a language that resonated with young people. Soooo….

  3. 1992: Launch of Choose or Lose Our youth-centric election coverage has innovated every 4 years.

  4. How Will We Innovate in '08? • FORCES BEHIND OUR THINKING: • Record youth turnouts in 2004 presidential elections and 2006 congressional elections • Explosion of new media tools allowing young people to self-publish and self-organize

  5. 1. Real-Time Access to Candidates • Series of First-Ever, Interactive single-candidate dialogues televised and webcast on MySpace/MTV/mtvU. • Set New Benchmark for Viewer Participation with Live Webcasting, Instant Messaging and Real-Time Polling. • First true digital representation of viewing community.

  6. 2. Multi-Media Activist Community • Think.MTV.com • marries top-down • MTV News content • with social networking • and youth-generated • media, and rewards • actions with “badges.”

  7. 3. Street Team ‘08

  8. 3. Street Team ‘08 • Partnership with James S. and John L. Knight Foundation as part of Knight News Challenge • 51 citizen journalists—one from every state plus DC—covering youth-related election issues • Brought to NYC for “journalism boot camp,” and began reporting in January ’08 • Media for reports are blogs, vlogs and “traditional” video packages

  9. Street Team ‘08 Distribution • ONLINE: • ChooseorLose.com, StreetTeam08.com based within think.mtv.com platform • “Bubble Up” to MTV.com and MTVNews.com • AP Online Video Network • MOBILE: • m.streetteam08.com (dedicated WAP site) • Verizon Mobile Video Subscriptions (MTV channel for Verizon Video subscribers) • Choose or Lose Mediaflo channel (Linear mobile TV channel) • BROADCAST: • MTV (Biweekly news package featuring highlights from several top Street Team stories) • MTVU & MTV Tr3s

  10. Street Team ‘08 Experiments • JOURNALISM EXPERIMENTS • “Pro/Am” journalism model • TECH EXPERIMENTS • Super Tuesday coverage

  11. Street Team ‘08 Super Tuesday • Partnered with Flixwagon & Nokia • Live, mobile-to-web broad-casting from all 23 “Super States” • Clips turned into 30-second news hits, airing on MTV throughout Super Tuesday

  12. Street Team ‘08 Super Tuesday

  13. 2008 Choose or Lose

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