According to The New York Times, MTV is having a lot of success with “podbusting,” sponsored content that is almost indistinguishable from the entertainment programming.
“The results are amazing,” Hank Close, the president for sales at MTV Networks, said. “In many of these messages we’re seeing 100 percent retention.”
“We are increasingly being asked by advertisers to create messages for audiences in our own voice,” Mr. Close said.
Examples of MTV’s podbusting moves include a short chase movie called “Get Moe,” sponsored by Mountain Dew and a series of shorts called “Men of Action” which promotes the virtues of KFC and Kay Jewelers.
Dario Spina, who runs the integrated marketing division for MTV’s entertainment channels like Comedy Central and Spikea said, “good commercial content is good content.”