“thinking globally “ and “acting globally”

PRESENTED BY
Bhavna Duggal
Gunjan Grover
Shikha Sharma
Megha Luthra
Manu Sharma
Prashant Makker
Nandit Passey
 INTRODUCTION

MTV's pre-history began in 1977

Numerous events led to the debut of MTV: Music
Television in 1981
After MTV's debut, other networks took notice and
launched similar projects.
The original programming format of MTV was created
by the visionary media executive.
MTV: Music Television launched with the words
"Ladies and gentlemen, rock and roll,"
SUCCESSFUL STRATEGY
 MULTI-DOMESIC STRATEGY

 MTV expands through local content which allows them to divide

and reach individual markets who will want a music channel who
knows not only their music interests but also their local.
 Majority of its 2 million viewers outside the United States
 Unsuccessful at a single Americanized program strategy across
Europe
 Successful when program content was localized
 70 % of video content is now local in most markets
 MTV uses expatriates to transfer the “genetic code” but later uses
local employees to understand viewers
 Ratings increased by more than 700% in India in 1996 & advertising
revenues by 60 % in Europe
UNSUCCESSFUL STRATEGY
 RESTRUCTURING OF MTV

PROBLEM
“Viacom sags on MTV restructuring costs” that Viacom’s second
quarter earnings fell 36 percent.
 250 jobs were cut and dozens of freelance workers were let go.

What went wrong at MTV Networks?

 core audience has expanded its interests to global media. 
marketing arena is rapidly changing.
competition is getting tougher. 
Competitors have made some key advances.
MTV, with its cable stations and online presence, is still the go-to
brand for music content, both for young people and artists.
 ACTIONS TAKEN

Penetrating new segments: MTV for Life .

Expand distribution
Mobile telephone.
online gaming platform
non-exclusivity
Growth through acquisition and partnerships 

Research done by MTV learned that viewers watched an

average of three hours a week, demand was very high in the
morning and the evening during the commuters hours.

Opted for horizontal growth strategy

 COMMENTS

 MTV must continue its expansion of local content as competition and rivals decide
to attack MTV through local channels

Globalization has only increased the chances for MTV to meet its hungry
competitors and it is easy to have the means to try to top MTV through new digital and
media platforms.

MTV must constantly reinvent itself and start something new in order to ride along
the changes and the thirst towards innovations.

 MTV was one of the early entrants on the international music scene. Therefore
MTVN was able to make inroads into international markets before other networks.
THANK
YOU