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LONDON – Viacom International Media Networks has promoted MTV UK head Kerry Taylor to a new role, in which she will have lead responsibility for the MTV brand outside the U.S.
As senior vp youth and music for the unit of entertainment conglomerate Viacom, she will also oversee non-music-related programming for all MTV-branded channels and services internationally. Taylor will remain in London and report to Bob Bakish, president and CEO of Viacom International Media Networks.
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Her task will be to “ensure MTV’s brand and content resonates with target audiences around the world and delivers value to clients and partners,” the company said. Working in partnership with MTV’s regional leadership around the world, Taylor will particularly take the lead in deciding how the MTV brand is positioned and presented. She will also spearhead the development of original programs and content acquisitions.
Taylor will also continue in her current role as senior vp and general manager of MTV for VIMN UK, reporting to David Lynn, executive vp and managing director of the unit’s operations in the U.K., Australia, Russia and Hungary.
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Since 2011, Taylor has led the evolution of MTV UK via a mix of music and general entertainment programming, including increased investment in local productions such as reality hits Geordie Shore and The Valleys, while expanding MTV’s portfolio of channels via the launch of MTV Music and MTV Live HD. Geordie Shore, which returns for a sixth season in July, has become the highest-rated show in MTV UK’s history.
Overall, the core MTV UK channel grew its average audience between 2010 and June 2013 by 81 percent among all adults and by 65 percent among people aged 16-34.
“MTV remains the world’s leading youth entertainment brand, with the capacity to reinvent itself for every new generation,” said Bakish. “As one of the most highly respected brand and content strategists in the business, Kerry can help guide MTV to new heights internationally. She has led our MTV portfolio in the UK to so many noteworthy accomplishments, and I’m confident that, under her leadership, we will continue the successful evolution of the MTV brand and to deliver entertaining and compelling content to MTV viewers around the world.”
Taylor first joined Viacom International Media Networks as vp marketing, creative and consumer press for MTV UK & Ireland in September 2007. She was promoted to her current role in February 2011. Previously, Taylor worked at the channels business of U.K. cable operator Virgin Media.
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