How an Embrace of Digital Media Helped Viacom Get Its Groove Back

When Bob Bakish took the reins at Viacom less than two years ago, the media giant had a big problem — the “MTV Generation” had long passed, and it was struggling to get its shows in front of young viewers. Television wasn’t the only game in town anymore.

“This is a generation that grew up swiping before they wiped,” as Jacqueline Parkes, CMO and EVP of Digital Studios at MTV, VH1 and Logo, put it at The Grill at the SLS Hotel in Beverly Hills on Monday. “They don’t make the distinction [between] a television or their iPhone or their desktop — when they see the content they want, they’re going to embrace that content.”

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