Kerry Taylor is Senior Vice President, Youth and Music for Viacom International Media Networks, giving her lead responsibility for the MTV brand internationally and for overseeing non-music programming and content development for all MTV-branded channels outside the US.
Based in London and working in partnership with MTV’s regional leadership around the world, Kerry takes the lead in deciding how the MTV brand is positioned and presented, as well as in developing original programmes and identifying acquisitions.
Kerry is also SVP, General Manager for all MTV channels managed out of the UK, giving her creative oversight of the world’s leading youth entertainment brand in territories including the UK and Ireland, Russia, Australia and New Zealand, Hungary and Israel. In this role she manages commissioning, acquisition, marketing and communications, talent and artist relations and production across MTV’s portfolio of channels, encompassing MTV, MTV+1, MTV Base, MTV Classic, MTV Dance, MTV Hits, MTV Music, MTV Live HD, MTV Rocks, Viva and VH1.
As SVP, General Manager, MTV for VIMN UK, Kerry has successfully managed the evolution of the core MTV channel to offer a mix of music and general entertainment programming, while simultaneously expanding MTV’s bouquet of music channels.
As a result of changing its programming mix, the core MTV channel grew its average audience in the UK between 2010 and June 2013 by 81% amongst all adults and by 65% amongst 16-34s and was named Entertainment Channel of the Year at the Broadcast Digital Awards in 2012.
MTV UK’s growth has been driven by an increasing number of original productions commissioned by Kerry and her team, including reality series, Geordie Shore and The Valleys. Geordie Shore, which returns for a sixth season in July 2013, is the highest rating show in the channel’s UK history and has become a social media phenomenon – with more than 7m Twitter followers. The series has aired around the world and rated strongly in countries as diverse as Australia and Hungary.
Under Kerry’s stewardship, MTV’s portfolio of music channels has also expanded – a new MTV-branded music service, MTV Music, launched in the UK and other territories in 2011, followed by MTV Live HD in 2012. MTV Music is the most popular music channel amongst 16-34s in the UK year-to-date in 2013 having grown average viewing amongst that age group by a third since launch.
Kerry first joined MTV’s parent company, Viacom International Media Networks (VIMN), as Vice President, Marketing, Creative & Consumer Press for MTV UK & Ireland in September 2007. In this role, she successfully spearheaded the launch of entertainment channel VIVA on the Freeview platform, via a high profile marketing campaign (“Up Your Viva”).
Prior to joining MTV, Kerry was Director, Marketing & On-Air for Living TV, Bravo, Challenge and Trouble at Virgin Media. During this time, she played a key role in repositioning Living TV, which resulted in the channel being awarded Broadcast Channel of the Year in 2006. Kerry has also worked at the BBC and for Star TV in Hong Kong.