About case

It is about TV popular music channel worldwide. How it entered in Asian pacific market specially in India Reason for its failure first time Re launch of this channel India with regional approach How it became successful from its competitors

 It is a division of Viacom Broadcasting in more than 170 countries in 32 languages It is more widely viewed than any other global network Target basically youth.

Famous brands on face book

About MTV
It is a division of Viacom Broadcasting in more than 170 countries In 32 languages 136 distinct Mtv channels and 230 web sites It is more widely viewed than any other global network Target basically youth.

History
It is originally created as basic cable channel dedicated to music in US It first went international in 1987 with launching of MTV Europe. They also came in Asia pacific region specially in India, Pakistan . They decided to target youth of age between 15-34 which is about 1 out of 4 people around the world

Entry in India
MTV entered with agreement with Hong Kongs Star TV MTV management developed a regional marketing strategy by delivering a pan-Asia music channel. Star TV was sold to the news corporation, the media giant owned by Rupert Murdoch. They had there own music channel named as [V]

Strategies

1987: foreign music

EACH COUNTRY HAS ITS OWN UNIQUE AND FAVOURITE MUSIC SCENES AND SONGS. PEOPLE WOULD LOVE TO HEAR THESE MORE THAN ADAPT TO FOREIGN MUSIC.

Create blunder by saying that bollywood music was no cool enough for teen market

1995: Loss of advertising revenue due to local radios. MTV completely changed its Strategy.. BY ADOPTED LOCALIZATIONS TRATEGY English-Hindi channel for India Mandrine feeds for China and Taiwan Japanese feed for Japan Bahasa-language feed for Indonesiaand so on... Host began to speak both English an Hindi dubbed HINGLISH. Organized Cricket matches and fashion shows.

2000 onwards: Glocalization (creative control) All the channels irrespective of the language have 'the same familiar feverish look and feel of MTV. Local MTV stations are first started using Expatriates From elsewhere in the world. Once estb., the network switches to local employees And emigrant move on.

Some of the popular local MTV programs in India include: MTV Bakra-real-life comedy scenes MTV Cricket in Control-cricket inside stories MTV Houseful-Hindi film stars(Bollyhood)

Successfully marketing a product lies in satisfying one or more of the target audiences emotional needs. Some examples of these needs in relation to todays youth are: acceptance, belonging, pride, and security. MTV has especially tapped into the need for belonging and acceptance by giving youth something common to talk about and experience together- something specifically created with them in mind.

What did mtv gain from these strategies

Between 1996 2000, MTV rating in Indias caled more than 700%.
MTV captured about 70% of its European Advertising revenue. By 2004, 72 channels, 321 million household viewership, in 140 countries

Create blunder by saying that bollywood music was no cool enough for teen market Indian market is more of family lover

There are nearly 100 distinctive channels

Most indian families have 1 TV, which makes it difficult for advertiser to isolate target audience

Competition
Star TV ended its partnership with MTV Hired staff of MTV for Channel [v] and it managed to capture much of MTVs market share. [V] adopted a different approach to accommodate the preference of customer in individual Asian market

 Indias 2 biggest Music channels have turned into youth entertainment and reality In last 3 years the gap between the search trends for the 2 brands have increased manifold and MTV has completely out written channel V MTV reality shows are the major searches and completely out shadow channel V shows In year 2007 and 2008 the successful introduction of sequence of reality shows Roadies, splitsvilla and stunt mania are the major reason for increased search In last 1 year ever since roadies 8 started the online search trend for MTV shows a steep upward trend

MTV is not able to grab the audience fond of hollywood music. The result is many viewers shift to VH1 and other channels which resulted in less viewers of Mtv

Strategies:
Time slot for english songs lovers Shows like bollywood masala or youth voice or cricket during evenings where entire family can enjoy.

Positioning Mtv as youth channel and not music channel as most of the shows are reality shows.

CONCLUSION..

THANK
YOU.