Advanced Television

MTV UK, Open University content partnership

May 17, 2021

ViacomCBS Networks International’s (VCNI) Velocity UK and Sky Media have announced a new content partnership between MTV UK and The Open University (OU). Developed in partnership with JUMP, part of Havas Entertainment, and Havas Media, the four-part digital series, titled Generation Change: Ones to Watch, is set to premiere across MTV’s Linear TV channels, social and VoD platforms from today.

The campaign, fronted by musician, writer, broadcaster and comedian Munya Chawawa will shine a light on trailblazing OU students using the confidence, knowledge and expertise gained from their degree to bring about positive change in the world. Each episode will provide valuable insight on how supported distance learning from the OU is opening up paths for this unique generation of young activists. The series reflects the ambitions of MTV’s Generation Change initiative to elevate voices of change, in the belief that every young person can make a difference.

The four branded content episodes for Generation Change: Ones to Watch are all between five and six-minutes long and will premiere across MTV UK’s social platforms, including Facebook, and YouTube; dedicated cut-downs will roll out on Facebook, YouTube, Snapchat and Linear TV and Video On Demand . The campaign, which aims to drive audience awareness amongst 18-28 year olds, will also include dedicated content for Instagram stories, non-skip pre-rolls for YouTube and 6-second spots for MTV Snap Shows on Snapchat.

Rachel Cully, Senior Marketing Manager at The Open University said: “The synergies between MTV’s Generation Change initiative and the values of The Open University provide the perfect opportunity to develop engaging, highly relevant content demonstrating the impact and benefit of education. The students featured in this campaign are shining examples of how the OU’s flexible and supported distance learning method enables our students to realise their ambitions; each are forging successful career paths and bringing about positive social change. We’re delighted to share our students’ achievements and hope that in doing so, we inspire and empower others to explore their ambitions.”

“This deal with Sky Media, Havas and The Open University showcases the best of what Velocity UK has to offer – a combination of branded content and creative solutions with access to our highly demanded, premium social inventory and audiences. Today marks a milestone for our commercial business as we establish innovative, new ways to leverage the full power of the ViacomCBS brand portfolio, including MTV,” said Lee Sears, Executive Vice President and General Manager, Digital & Ad Sales, VCNI. “By fusing one of our flagship global initiatives, MTV’s Generation Change, with The Open University’s power to redefine education, this important content will reach young people across multiple platforms to inspire and empower our youth audiences to create change and positivity in the world.”

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