Mtv-case Study Analysis

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 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 ch anging rapidly. The chosen market is the young adult ad ult stage that is turbulent and is short lived so it needs to understand how to cater to their needs and serve them better b etter in order to be successful. Q2 Q.2. Is this true only for media companies or all multinational companies? 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. Localization

2. MTVI built its base outside US by not only launching the MTV channel but also by acquiring local Music channels. MTV Network EUROPE1.  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 America1. 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 India1.  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 MovesIt 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

We b

Audience

Mass: everybody watches the same basic channels, so the programming has to be  bland

 Niche: everybody seeks out  Niche: their own special interests the moment they want 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  experience

Passive: sit back and let it Active: lean forward and happen the way the program decide where you want to go

Flow

director decided

at any time

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)

Ownership

The means of production are MSM (main-stream media = in everybody's hands,  big corporations, because reversing the centralization it's expensive to run a caused by the industrial  broadcast network) revolution

Production values

High

Low

Social context

Often with others; in a family room

Usually alone; in an office or den

Brand building

Image and slogans

Experience

Good for  Yes advertising?

 No (except search and classified ads)

Sales cycle support

Research, buying Research, buying,, fulfillment (for electronic  products), customer support, support, relationship maintenance

Demand creation

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, 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