1) Presentation of MTV networks

2) MTV’s global expansion : SWOT analysis

3) Localization strategy : analysis of the

Asian case

4) Conclusion
 Creation of the company in 1981 : music channels

 Present in 171 countries

 More of 2 millions people are watching MTV all

around the world.

 The famous slogan : “ I Love My MTV “

 Strenghts Weaknesses
-MTV is a huge company -Programs based on US demand
- Lot of financial ressources - Programs in english language

-> Capacity of international

-> Not adapted to all countries
development.

Opportunities Threats
-Huge potential target in -Europeans prefer listen local
Europ popular music

-> Need to adapt their

-> Development of the strategy
company
- MTV broadcasted only American programs in
Europe
BUT : European people prefer local music

 MTV failed to establish the company in Europe

- 1995 : changing of its global strategy

 Local copy stations in Europe : own local music