MTV South Europe, one of the seven divisions of the global music TV network present in 146 countries, plans to create a network of branded hostels for young tourists.
Presenting MTV Italia's autumn program schedule in Milan, CEO Antonio Campo Dall'Orto said that the broadcaster is “sounding out several global entrepreneurs in the hotel business” with the goal of finding a partner with the necessary financial clout. The project, he added, foresees “easy accessibility”, which means low prices, but “also special attention to form and style”. The hostels will, for example, have the shower heads in the form of a microphone and an area dedicated to music.
The goal of the initiative, according to Campo Dall’Orto, is to further expand the revenue sources of the group. This strategy, combined with the expansion on new markets such as the launch of MTV Greece and MTV Africa, has led to 50% of revenues in Italy now coming from sources other than traditional TV advertising and should increase to 70 per cent in three years time.
The recent launch of the MTV Mobile initiative in Italy, combining telephones and services in collaboration with mobile operator TIM, has already surpassed expectations, with 30,000 mobile devices distributed to shops in only two weeks.