Globalization of MTV

Company Information
• MTV, originally an initialization of Music Television, is an American Cable Television Channel based in New York city.

• Launched on August 1, 1981.
• Currently, owned by media conglomerate VIACOM.

Discuss strategies for MTV to establish a global presence.

MTV is already a Global Phenomenon!

MTV around the world
1. 2. 3. 4. 5. 6. MTV Europe MTV Asia MTV Oceania MTV Middle East MTV Africa MTV America

MTV- Current Status
• • • • • Family- 131 Channels MTV Networks has a presence in 6 continent Reach in more than 150 countries 140 languages Between 2000 – 2010, MTV-India rating scaled more than 700%. • MTV captured about 70% of its European Advertising revenue as of 2010.

‘GLocal’ Strategy
 Use of Local Languages

 Creative Control
 Increase shared of Local Programs

 Acquisition of Local Channels
 Respect for culture and tradition of the country/region  Strong Online presence  Sponsorship

Source
• Case Study: Management Focus
- Charles Hill, Arun Kumar, INTERNATIONAL BUSINESS,Competing for the Global Marketplace, 6TH Edition.

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