1 / 10

Group 7

Group 7. Carla Marcorio Christian Bjørnli Dennis Ly Rohit Navale. HISTORY. Established in 1981 Based in New York, USA MTV is a global media network with a channel reach of 1.4 billion people Owned by VIACOM, it has other channel partners such as Nickelodeon and VH1.

malha
Download Presentation

Group 7

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Group 7 Carla Marcorio Christian Bjørnli Dennis LyRohitNavale

  2. HISTORY • Established in 1981 • Based in New York, USA • MTV is a global media network with a channel reach of 1.4 billion people • Owned by VIACOM, it has other channel partners such as Nickelodeon and VH1

  3. European market in 1987 • In 2004, MTV possessed 72 channels in 140 countries • MTV airs over 32 languages through 133 locally programmed and operated TV channels • Everyday 2 million people are watching MTV around the world, the majority outside the US

  4. Competitive Power • From Off-site to On-site human recourses • Competitive power by including local • Office of global Inclusion, as well as including diversified teams.

  5. Location Factors • Innovation: Mobile Entertainment • Location Factors again

  6. The Downturn • Aired only American programs with English speaking VJ’s which did not fit the taste and preference of Europeans • Only a handful of global superstars were attractive while mainly local stars were preferred amongst Europeans • MTV failed to recognize this, consequently, it went in to a decline stage • Local copy-stations in Europe emerged

  7. The Success • MTV changed its corporate strategy in 1995 • MTV utilized an approach called “Localization Strategy” which would adapt to local differences across nations • It still preserves its standardized look and feel originally from the U.S through solid establishment of company culture and operating principles by expatriates • Now the MTV network caters for example: • Mandarin feeds for China • Japanese for Japan • English-Hindi for India

  8. MTV captured about 70% of European advertising revenue from 1996 – 2000 • India alone had an increase of 700 % from 1996 – 2000 • Demonstrates greater success in Asia where two-thirds are younger than 35 years old • Generates more than $2 billion dollars outside the U.S • MTV still airs local programs to maintain its popularity such as • MTV Bakra (a real life comedy scene)

  9. Conclusion • MTV is now one of the biggest music channels • Targets mainly young segments • Has demonstrated a substantial innovative realization of changing natures • Has still growth potentials

  10. Recommendations • Enhance distribution channels • Adaptation of mobile devices • Implement alternative centralized offices • Vertical expansion of merchandising • Verbal impact through environmental friendly trends • Integrating interactive live communications with TV-shows

More Related