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Learning. case study on mtv and harley davidson.
1. Learning-Case Studies
Jamia Hamdard University Group Members Include:
Aqib Ali
Burhan Nazir
Farhan Mukhtar
Farhan Waheed
Kashif Khan
Swati Kesle
Owais Siddiqui
2. Learning
Measurable and relatively permanent change in behavior through experience, instruction, or study.
Whereas individual learning is selective, group learning is essentially political its outcomes depend
largely on power playing in the group.
Learning itself cannot be measured, but its results can be.
In the words of Harvard Business School psychologist Chris Argyris, learning is "detection and
correction of error" where an error means "any mismatch between our intentions and what actually
happens."
4. MTV
MTV (Music Television) is an American Cable and satellite television channel owned by Viacom
media networks (a division of Viacom) and headquartered in New York City.
Launched on August 1, 1981, the channel originally aired Music Videos as guided by television
personalities known as "video jockeys" (VJs).
Generates more than $1 Billion in revenues outside US.
5. MTV goes Global
Applying the maxim "Think globally, act locally," the company beams its irreverent mix of music,
news, and entertainment to 640 million homes in more than 162 countries in 34 languages.
Although style and format are largely driven by the U.S. youth culture, content is tailored to suit
local markets. MTV has never grown old with its audience and has remained true to young people
between the ages of 18 and 24. In 1987, MTV commanded an audience of 61 million in the United
States.
6. MTV faced a lot of challenges while going
global.
Initially it aired only American programs with English speaking VJ’s throughout the
Europe and Asia assuming that the people would love to watch these programs.
But, surprisingly their tastes were mainly local except for a handful global star like
Madonna and Michael Jackson
Most European and Asian countries preferred local popular music
Similarly, what was popular in India might not be popular in Germany or in UK vice-versa.
7. Continued…
Each country has its own unique and favorite music scenes and songs. People would love to hear
these rather than to adapt foreign music.
MTV clearly failed to understand this core principles.
As a result MTV suffered and started to decline.
Soon there are many local copy stations in Asia and Europe that catered to individual countries
music.
Local copycat music stations soon took away viewers and large portion of advertising revenue
away from MTV
9. Repositioning strategies adapted by MTV:
In Asia, MTV network has an:
English-Hindi channels for India.
Mandarin feeds for China and Taiwan.
Japanese feed for japan etc.
In Europe, MTV network has:
French channels for France.
Spanish channels for Spain.
Programs with British Accent for UK.
10. Continued
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.
Once Est, the network switches to local employees and expatriates move on.
11. MTV Indies
MTV indies is again a effort inoder to be a region specific.
It was started in 2014, it was a largely new concept, geared to target the subculture of independent
(indie) music among the youth.
IT highlighted new independent artistes and live performances.
A year later, It has averaged around 10 million viewers a week , which was a very decent figure.
Not just viewership, officials at the channel, said that it has turned into profits in the first year itself
and the channel co-branded with another youth icon, Pepsi.
12. MTV INDIA
The spread of MTV has actually meant region-specific programming tying in with the channel’s
global spirit of a culture, rather than just transmitting a feed from the American parent station.
In this sequence MTV india started in 1996 and is now part of the Viacom 18 Media Pvt. Ltd based
in Mumbai, a 50/50 joint venture operation between Viacom Inc. and Network TV 18.
MTV India is one of the oldest music television networks in Asia.
MTV was not only a music channel but it has placed itself beyond it.
MTV has focused to be a youth centric icon by creating shows of music like Coke Studio, MTV
Unplugged, and reality shows like MTV Roadies, Splitsvilla.
13. Achievement
Between 1996-2000, MTV rating in India scaled more than 700%.
MTV captured about 70% of its European advertising revenue.
Phenomenal increase in MTV viewership across the countries.
By 2004 72 channels and 321 million household viewership in 140
countries.
