In 2011 and 2012, MTM worked with Red Bee Media on a thought partnership programme entitled Tomorrow Calling. The programme was designed to research the long-term evolution of the UK media market to 2020, with a focus on changes in technology, consumer behaviour, and business models.

The project involved an extensive programme of interviews with over 60 industry experts, as well as primary consumer research and market analysis. MTM worked closely with Red Bee to involve the industry through a series of seminars, panel discussions, white papers and surveys. The output of the programme was a vision for the future of the media market that helped Red Bee to engage its clients in discussions around the trends and developments that would impact their businesses.