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BY-AARZOO CHOPRA

Q1
According to me its not the mere presence across many countries that became a reason
for the success of mtv.
The factors that led to the success of mtv was
1 the region centric approach
2. Acquiring the local channels of many countries
3 Apart from localizing the mtv’s efforts to understand the tradition and culture of the
country in which they operated. Eg Indonesia calls for prayers were aired on mtv
everyday.
4 Company’s policy of providing creative and commercial autonomy to the local
channels led to innovation and vast expansion of the regional channels

RISKS OF GLOBALIZATION for mtv


1 Rise of Competition from – television, growth of internet and availability of online
videos from you tube and my space.
2. Vast expansion means total commitment on the part of the company and sometimes it
becomes difficult to manage efficiently each and every region of operation.
3. difficulty in understanding the culture- mtv vast expansion can lead to cultural
misunderstandings of many regions also.
4. decrease in the revenue earned by the company coz of tough competition.
5 the taste and preferences of the target market served by mtv is changing rapidly. The
chosen market is the young adult stage that is turbulent and is short lived so it needs to
understand how to cater to their needs and serve them better in order to be successful.

Q2 Q.2. Is this true only for media companies or all multinational companies?
Localization is the process of adapting a product or service to a particular language, culture,
and desired local “look-and-feel.” any company whether its media or multinational company
hurts the cultural heritage of any country can be kicked out. So to stay and prosper in the local
market it’s important to adopt the local culture. As by the case we came to know that how a
media company like MTV changed its policies from country to country to become localized for
gaining success. Like the same way MNC also need to adopt local culture. This thing is more
particular in FMCG product.
For example Mc Donalds have various products dedicated to Indian taste like Mc Aaloo Tikki. In
fact unlikeUS its uses vegetable oil for cooking up of products.
In other MNC’s also they need to adopt to the local culture. Eg. As we know culture of US is
very open. Shaking hands with ladies is common this cant be done in Middle east countries or
Islamic countries. So the employees must keep these things in mind. The rules of company
should also be adjusted according to local rules as the industrial rule is different in different
countries. Any manufacturing unit can’t follow it’s home country industrial rule to workers.
So whether its media or any MNC local culture should must kept in mind. Though in case of
media companies its much more as they are more directly related to people.
Critically analyze MTVI’s localization policies, and comment on how they contributed to the
network’s global success.
1. MTVI adopted the policy of ‘think globally, act locally’ in the mid-1990’s and began to
launch separate channels in its different regions.
2. MTVI built its base outside US by not only launching the MTV channel but also by
acquiring local Music channels.

MTV Network EUROPE-


1. To cope up the competition MTVN Europe began offering versions of its channels in
local languages throughout Europe.

2. By the early 2000s, MTV Europe had reached about 100 million homes across the
continent.

3. MTVN Europe launched MTV Italia as a separate channel in 1997. Its one of the biggest
channels in terms of advertisement revenues and reach.

4. MTV Italia launched various shows for capturing market which was local based.

5. MTVN Europe was present in 48 countries in Europe and Africa in 2006.

MTV Networks in Latin America-


1. Launched in 1993 to air MTV in Mexico, Venezuela, argentina etc.

2. Language was Spanish

3. MTV brasil launched in 1990 was a wholly owned subsidiary of Abril, Brazil’s largest
publisher.

MTV Networks ASIA-PACIFIC


MTV Australia

1. MTV Australia launched in 1987 but cause of some problems with Viacom it
discontinued its programmes. Reentered the market in 1996.

2. Earlier it majorly shown US programmes which started getting criticized by public


so it launched Australian versions like MTV most wanted, Total request live etc

MTV ASIA
1. MTV entered India with STAR tv, but partnership didn’t continued long.

2. So it reentered in 1995 with tie up with polygram.

MTV India-
1. There were ‘Indianized’ programs like MTV Bakra, Fully Faltoo, Roadies etc.

2. It co sponsored many music events.

3. By 2004, MTV India had become the leading Indian music channel in terms of
adevertising revenues with a 35% market share.

MTV CHINA
It was the most difficult to enter china cause of govt regulations but whn MTV entered it
needed to mould its programs according to Chinese people. Chinese parents were very
restrictive when it comes to choice of tv programs.
Other LOCALIZATION Moves-
It gave platform for new musicians by showing them in the music chart e.g. Shakira, Adnan
Sami, Colonial Cousins etc.
Q3 Ques 3.—

Growth of the internet and the availability of online video sharing websites like
“Youtube” and “MySpace” can be considered as a threat to the television
networks.people generally are spending less time watching television.
To counter this challenge,MTVN began sprucing up its online content by
launching “Overdrive”,a broadband Internet video-on-demand service to provide
video streams. MTVN provided live videos of its shows through this service.
MTVN has built a strong base across countries through its localization policies
and the emergence of digital television and internet provided an opportunity to
extend their reach to the international audiences.
MTVN should come up with more broadband services and mobile services.
These online services will be well received.It should come up with more youthful
innovations that should target the current issues related to the youth.

Dimensions of Media Difference


All media move faster these days. Compare an old TV show with a current one, and
you'll see that the cuts come quicker.

And, between TV and the Web, there are many differences that result in a substantially
faster online media velocity:

TV Web
Mass: everybody watches Niche: everybody seeks out
the same basic channels, so their own special interests
Audience
the programming has to be the moment they want
bland something
Usability Turn it on Figure it out
Weak: can't do anything Powerful: can do almost
Technology except show pictures; offers anything; offers plenty of
no features features
Main access "Same time, same channel"
Search and navigation
UI next week
User Passive: sit back and let it Active: lean forward and
experience happen the way the program decide where you want to go
director decided at any time
Flow Linear Hypertext
None (except for temptation Many: other windows and
to do something else during tabs beckon (and you'd
Distractions commercials), so you stay better check your email
focused on the one show right now in case something
you're watching important has come in)
The means of production are
MSM (main-stream media =
in everybody's hands,
big corporations, because
Ownership reversing the centralization
it's expensive to run a
caused by the industrial
broadcast network)
revolution
Production
High Low
values
Social Often with others; in a Usually alone; in an office
context family room or den
Brand-
Image and slogans Experience
building
Good for No (except search and
Yes
advertising? classified ads)
Research, buying,
Sales cycle fulfillment (for electronic
Demand creation
support products), customer support,
relationship maintenance

Of course, I'm simplifying when I say that TV has easy usability and no features. One
look at a remote control implies otherwise — and usability of remote controls hasn't
improved since I analyzed it 5 years ago. Indeed, people basically don't use any of TV's
advanced features precisely because they're so cumbersome. As a result, the received user
experience is pretty simple: turn it on, sit back, and enjoy the show.

The Web has powerful features, is nonlinear, and is user-driven — able to instantly
gratifying users' current needs based on their search engine queries. Mobile Web use
lives even more in the current moment.

Compared to TV, the Web also has a much finer granularity of user control:

• When watching TV, you make one decision every 30–120 minutes: pick a show
or movie to watch, and then it's lean-back time. Ah, easy.
• When surfing the Web, you make a decision every 10–120 seconds: leave or stay
on this page; leave or stay on this site. Where to click now? Where to click next?
Stressful.
Adding up all these differences explains the fast pace of Web use: the velocity is much
higher than we see for TV use

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