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By: Aditi Shashank

Poojitha Mustafa


-In 1981, television viewers got their first glance of the cable network called Music Television, also known as MTV.

-Uses the promotional music videos of record companies for programming.

-During the past 20 years, MTV has evolved into a huge producer of entertainment mediums; it has produced countless television shows, feature films, and has even created networks that span across the globe.

-One thing to focus upon when researching MTVs power is the strategy the network has used in marketing its content - MTVs success is not a coincidence; it is the strength of effective marketing towards particular demographics: particularly the youth of the world.

-MTV has developed a marketing strategy that sets trends and creates influence through effective programming geared towards current youth issues.
-Marketing to youth has allowed MTV to constantly remain a commercial machine; it is always churning profit, and it is always looking for ways to keep that profit flowing strong.

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-MTV is broadcasted to five continents and viewed in over one hundred countries. -MTV provides up to the minute music, fashion, lingo, trends, news and more. -In 1984, a popular song emerged with the verse, I want my MTV. -Its sister company, MTV Europe, was created in 1994, and was instantly more popular than its sister -With the press of a button or the click of a mouse, one can tune into MTV and find out what all the latest trends are.

Dominates the young adult population who are some of the strongest money spenders. Appeals to this population not only through the music but also through its coverage on lifestyle, film, fashion and other forms of leisure and entertainment that captured this market.

PepsiCo and Ford are two of the companies that have taken the MTV opportunity in order to reach out to the young adult market.
MTV's constant support for social and political causes will allow greater relevance and presence. Its involvement with such issues strengthens its power and influence in the realm of entertainment media.


-The weakness of MTV is that it caters to instant fleeting on-demand interests -MTV had encountered obstacles in reaching the local audience through their cultural misunderstandings.

-The digital age may present an opportunity for MTV to merge into mobile and Internet companies with regards to the wider distribution of their products. -Globalization has opened MTV to international deals and the emerging markets such as China, India and Brazil are definitely rich growth opportunities to venture into. -MTV's presence in the web and mobile will allow an enhanced on-demand viewing experience.

-The emergence of Digital cable and other substitute platforms will be a threat to MTV's current dominance. It needs to constantly take risk and commit changes in order to curb MTV to the fleeting interests of its impulsive market. Many competitors also would like to try their hand in challenging MTV's success.

However, the advertising revenue that has been sustaining MTV has began to decrease as cable networks lose their appeal.

MTV was started August 1, 1981 in the Untied States. Since then it has become one of the most watched music channels. With its poluarity in the US it was soon adopted into the European circuit with its launch in the UK on July 1, 1997. At first, the UK kept the content similar to that of the United States. In 1994 however, like many other countries that had imported MTV into there cable networks, the UK started to make the channels there own. The UK started to focus on their local audience and what made them happy. Unlike American MTV, which long ago shifted away from all-video programming, many European MTV channels remain music-heavy. (Burlingame, 2001) Though MTV was obtain from the US and is a global market, we can see that the localization of the channels are what makes this process work. This is a perfect example about how glocalization works. MTV is a global entity that would not work without the local ideas that form the channel in different ways around the world. MTV started in America, but globally it has evolved into many different styles and formats. (Burlingame, 2001) There are many different reasons to format the channels in different ways around the world that include customer satisfaction or to stay in line with government regulations (Asia Censorship). With the Glocalizaiton, we can start to share more of our ideas without drowning out other nations culture or beliefs.


MTV has become an icon of the youth around the world. The channel launched in 1977 was originally christened sight on sound. And enabled viewer to vote for their favorite songs. MTV was instituted in 1981 since music videos were made a part of the channels core offering and the new name reflected the same. By the mid 80s, the channel became popular across the US and had popularized the video jockey(vj) concept. In the late 90s, the shows on MTV were not restricted to music and they included animated cartoons, reality shows, comedy shows, and even soap operas. In 2000, most of its shows were not based on music. After its success in various parts of the world. It extended its footprints to Europe, Africa and Asia.

Product(service). Basically MTV offers to the youth and young professionals a whole package of lifestyle and information all rolled into one. It features music videos, fashion trends, concert tours (and information), and promotions. Moreover, it promises value-adding services through news broadcasting and tackling of local issues. Price. Basically the amount of money customers have to pay is actually continual patronage of the program. Also, high viewers ratings will bring them into line with the markets perception of MTVs (increasing) value, hence increasing their price from business conglomerates such as KODAK, Apple, Coca-Cola, etc.

Place. MTV does this well, in the sense that they make their service and name available to target consumers through concert tours, music awards, campus tours, etc. For the place as well, they make themselves accessible to their target market through cable channels. Lastly, they select only particular coverages that their market would embrace.

Promotions. MTV always has many activities and programs that persuade target customers to patron them. Examples of this is regular celebrity VJs that visit their hubs and singers/bands as well that promote their upcoming tours/ or singles. Also, they now converge directly with the youth through campus tours and sponsoring concert tours in universities. The thing here is MTV has begun to integrate their marketing program designed to achievethe marketing objectives by delivering value to customers such as incorporating social issues in their programs. Kodaks marketing strategy gave emphasis on the social awareness on its marketing mix. It used themes that is presently relevant to their target market Latin America. Coca-Cola on the other hand, is most likely to emphasize individualism on their marketing mix, since Coke is after all, for everyonefor all types of people.