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* MTV Networks has become a symbol of Globalization.
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Almost 2 million people are watching MTV around the world, the majority outside the US.
Initially, it aired only American programs with English speaking VJ s throughout the Europe assuming that Europeans would flock to the see and hear more about American programs.
But, suprisingly their tastes were mainly Local except for a handful of global superstars like Madonna and Michael Jackson. MOST EUROPEANS PREFERED LOCAL POPULAR MUSIC.
Similarly, what was popular in Germany might not be popular in Great Britain. EACH COUNTRY HAS ITS OWN UNIQUE AND FAVOURITE MUSIC SCENES AND SONGS. PEOPLE WOULD LOVE TO HEAR THESE MORE THAN ADAPT TO FOREIGN MUSIC. MTV clearly failed to understand this core principle. As a result, MTV suffered and started to decline. Soon there were many Local copystations in Europe that catered to individual countries Music scenes.
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Local copycat music stations soon took away viewers and large portion of Advertising revenue away from MTV. * * * In 1995, MTV completely changed its Strategy.. BY ADOPTED LOCALIZATION STRATEGY For eg: In Asia, MTV Network has an * * * * English-Hindi channel for India Mandrine feeds for China and Taiwan Japanese feed for Japan Bahasa-language feed for Indonesia and so on... .
Use of Digital and Satellite technology of transmission of localized programs greatly saved lot of time and effort.
MTV exercises CREATIVE CONTROL over these different feeds. * All the channels irrespective of the language have the same familiar frenetic look and feel of MTV. Local MTV stations are first started using Expatriates From elsewhere in the world. This helps MTV to do Gene transfer of company's Culture and Operating principles.
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Once estb., the network switches to local employees And Expatriates move on..
Around 60% of programs still originates in US, like The Real World' having equivalents in different countries. However, to retain its popularity MTV has been increasing the share of local programs. Some of the popular local MTV programs in India include: * * * MTV Bakra real-life comedy scenes cricket inside stories Hindi film stars
(Bollyhood)
* Between 1996 2000, MTV rating in India scaled more than 700%.
* MTV captured about 70% of its European Advertising revenue. * Similar trends are evident elsewhere in the world. * Phenomenal increase in MTV viewership across the countries. * By 2004, 72 channels, 321 million household veiwership, in 140 countries.
CONCLUSION:
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