The stages of the family life cycle are being used by each of the networks in order to reach viewers successfully. As families age, they progress through a series of predictable stages, called the family life cycle. At each point, unique problems and life situations must be addressed. The MTV Networks have a thorough understanding of each stage, which gives their marketers powerful insight into the needs and expectations of families.

The first stage is Young Singles. Young singles are in the process of setting up th

The next group is called Working Empty Nesters. This category contains three types of consumers: Middle-aged singles, married couples with no children, and married couples with grown children who have left home. Working Empty Nesters are free to travel, pursue hobbies, and explore new lifestyle options. VH1 is the channel that probably would be geared to this group. This group is sometimes referred to as MTV graduates and baby boomers. Baby boomers are those people born between the years of 1946-1964. They are the largest U.S. generation. They account for approximately thirty percent of our population. They are sometimes referred to as the Vietnam, Woodstock, or Sixties generation. Working Empty Nesters want to not only hear oldies but also contemporary artists like Jewel and the Wallflowers. In developing VH1, its president John Sykes wanted “a focused adult channel with a singular vision…music first.” He also believes that adults are looking for entertainment with context, such as information about song. Three shows that are on VH1 that cater to this are Behind the Music, Hard Rock Live, and Pop up video.

The next group is the Retired Empty Nesters. Retired Empty Nesters are defined as consumers that are economically and socially diverse and are approaching the age of seventy. The only show on MTV that probably would cater to them would be one called Be Heard: an MTV global forum with Colin Powell. These individuals probably would stick with Nickelodeon. Nickelodeon has Nick at Night that has such shows as Cheers, the Cosby Show, All in the Family, and I Love Lucy.

The next group is called Full-Nesters. Full-nesters are classified as those individuals that are either single, divorced, or married that have children in the picture. Household budgets for full-nesters increase with every category of purchase. New expenses also emerge such as diapers, day care, toys, piano lessons, and so forth. This group is mostly catered to by Nickelodeon. Nickelo

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