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Born in Manhattan December 8, 1956 |
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Grew up at Long Beach, Long Island |
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Loved Music-Wanted a career in it |
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Attempted Piano lessons, then guitar |
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Sucked at Both |
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1980 Graduated from George Washington University
with a Bachelor of Arts Degree in Economics |
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Went on to attend Law School at the University
of Pennsylvania |
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At age 22, Saw debut of MTV |
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Graduated from University of Pennsylvania with a
Law Degree in 1983 |
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First job worked at the Law firm of Kaye,
Scholer, Fierman, Hays, and Handler. |
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Work on deals with Michael Jackson and the Elvis
Presley Estate |
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Didn’t enjoy being a lawyer |
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Planned his escape |
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Finally after three years, in 1986, got a shot
at MTV |
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At first did small stuff |
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Was known for having an open mind and a cool
head |
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First official job at MTV was serving as counsel
for Nickelodeon/ Nick at Nite (1997) |
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Promoted to Senior Counsel for Law and Business
Affairs at MTV in ‘98 |
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In 1990 became Senior Vice President of
Programming Enterprises & Vice President of Business Management for
MTV. |
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1992 was promoted to Executive Vice President of
MTV Productions. |
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In ‘94 became executive vice president of
program enterprises, and president of MTV Productions. |
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It was during this time in 1996, when Toffler
served as Executive Producer of his first film, “Beavis and Butthead Do
America” |
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In 1997 promoted to General Manager of MTV |
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Produced five films from 1996 to 2000 including:
Dead Man On Campus, Varsity Blues, and Election |
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In 2000 was named President of MTV and MTV 2 |
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Would go on to produce 6 more films for MTV
Productions |
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Most Successful Philosophy- Never Grow Old With
the Audience |
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Keep MTV at the core 18 to 24 demographic |
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"It's this notion of evolve or die,'' says
Toffler.”We made a decision early on not to grow old with our audience. And
that might alienate some people who grew up with MTV, or who don't like
what's currently happening in music. But we're always about staying true to
a young demographic.” |
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MTV’s success with the 18 to 24 year olds is
unbeatable and important |
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MTV’s high ratings and advertising rates is
proof of the success of in the 18 to 24 demographic |
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Has long been #1 with 18 to 24 year olds |
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Gives advertisers unbeatable access |
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No matter how weird or strange, any idea is a
good one. |
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Open mind and acceptance |
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“Anything can come in the door,” Toffler says.
“It doesn’t have to come from a given person or division. Ultimately, if
enough of us believe in it, we’ll just give them the money and let them do
it, and put no real filter between the idea, the creator, and the
execution. |
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Philosophy backfires on occasion-Some
experimental shows don’t connect with the audience |
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How MTV found mega-hits such as the Osbournes
and WWE Raw |
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Toffler: If you try enough shows, as long as the
cost is low, eventually something will stick with the audience and will
succeed |
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Toffler gets best out of his workers because
their desperate for him to like them |
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Trusted early on in on-line technology |
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Helps further connect with the viewers |
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Van Toffler is the President of MTV and MTV 2 |
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Got where he is by having an open mind, by
listening to ideas, and by staying true to the 18 to 24 demographic |
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MTV is the #1 Cable channel in the 18 to 24
demographic |
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Notes