The Branding of MTV - Will internet kill the video star?
Aug 1, 1981 – First Announcement was made by its thenCOO John Lack.It exposed rock music artistes to the mainstream audiencethrough the medium of televisionMTV became the prime source for delivering musicexperience; and radio was relegated to secondary status.MTV‟s focus revolved around teenagers and youthLater, it was labeled as the “MTV generation” by focusing onteenagers, youth, parents and teachers
MTV brand lies in its ability to evolve continuouslythrough its innovative youthful contentIt always reflect the local youth culture and lifestyleand at the same time offers international exposure.Ex. Offering a mix of Bollywood and western music inIndia.Leveraging its status through its social responsibilityinitiatives such as „Choose or Lose‟ and „Fight for yourRight‟.
To build a Global brand, there are three main optionsavailable: To retain the same basic brand personality and proposition across all markets. Combine global brand value with local adaption Go in for local and fully adaptive brandingMTV has chosen to combine global brand values with localadaptationAs a result, MTV has gained huge brand equity and value inmany parts of the world
MTV maintains relevance and emotional bonding withthe customersDue to advent of internet and digital revolution,marketing techniques too have gone hi-techEx. Viral marketing, mobile advertising, advergamingToday‟s youth acquire „indie‟ personality i.e. beingindependent and different from the crowdSo, the main drivers of present day youth areentertainment, information, interaction and innovation
MTV is the channel of expression and social conscienceFormally, MTV does not have a stated brand vision but itappears to have vision of being “forever young”It‟s mission basically focuses on fresh, relevant and risk-taking entertainmentIt‟s corporate and brand personality includes the facetsof innovation, being relevant, passionate, etc.MTV has developed both tangible and intangibleelements of its brand equity.
Tangible equities are: Intangible equities Informed and relatable are: VJs International content Music video shows Variety Novel animation The sense of belonging Lifestyle shows Relevance Special Events Discovery Attraction
The MTV brand continuum ranges from its original positionas a visual radio to becoming a leader in musicLater, it developed from music plus variety to youth-culturevarietyNow, it approaches 360-degree marketing which aims toexpand across a range of technologiesNow it is providing content through mobile phones,interactive gaming, which helps to keep in touch with thelatest trends of the tech-crazy millennial
MTV extends to other areas like music contests, fashionshows, social awareness programmingExpanding marketing communications through website andby launching VJ Hunt, youth forums, annual shows androad-showsMTV always tries to understand its customers, keeping abalance between consistency and change.MTV has reached different market segmentation throughbrand extensionEx.
MTV started in India as MTV Asia in 1991 and laterbecame an autonomous channel as MTV IndiaMTV focuses on music videos and social awarenessprogrammesDuring its initial years, it was a free-to-air channeland later converted itself into a pay channelDirect competitors are Channel V, Zee Music, and B4Umusic, 9XM, Zoom and several regional musicchannels
Programs such as „MTV Bakra‟ have made aladmark approach on young audiencesMTV India has built a reputation of being theleader in the Indian music industry due to itsinnovative content, good programming, itscommunity building efforts and new positioningexercise
MTV established 2 channels in China – MTV China and MTVChineseApril 20, 2002 – MTV became China‟s first global 24-hourmusic channelMTV always focuses on localization of its content becauseyoung Chinese audiences are more nationalisticChina has smaller youth population due to „One Child Policy‟Also, 34% of the Chinese are more obsessed with self-image and money
MTVs risk-taking strategy appeals to young ChineseadultsThe VJs also follow the strategy of “Think Local, ActGlobal”MTV China is strengthening its presence throughselective co-branding with baidu.com and huiyuan.comBoth partnerships strengthen the association of MTVChina with the youth and its commitment of socialresponsibility by giving clear message of healthy lifestyleto Chinese youth
Programming Mix Chinese Content Hong Kong and Taiwan Content International Content
The future challenge of MTV lies in the management of its brandin the digital worldMusic has become digitalizedMTVs survival measures: Extend its grip on the global market and maintaining a balance between global and local content It should understand the requirements of youth to create programs accordingly MTV must sustain its supremacy over the distribution of music in digital form“The internet won‟t kill the video star; indeed it may well make itstronger”