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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.

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Group 7

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  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

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