MTV Case

1. Presented By :
Akshat
Farhan
Anirban
Sid
Institute for Financial
Management and
Research (IFMR)

2. • Originated by efforts of Warner Communication and American Express in 1981.
• Introduced concept of Music videos which revolutionized the industry.
• Introduced artists like Michael Jackson & Madonna which benefitted both MTV &
artists.
• Distribution boomed drastically by investments in Advertising like Rockstars
endorsed the brand by “I want my MTV”.
• Long-form Programs were launched to hold viewers for longer time.
• The offering of MTV changed from “Music to Pop Culture”.
• “Think & Act Locally” was adopted and cleared that MTV was not in business of
importing & promoting American Culture.
• The market was Niche Segmented and offering for different audience was
introduced.
• Educational and informative programs were shown at crucial times.

3. Music Trendsetting
Youth
Lifestyle
Interactive Popular culture
Refreshing Lifestyle
Entertainment
Global
Rebellious
Dynamic
Innovative

4. Cultural relevance.
Changing with times.
Career launcher.
Differentiated Resonance International youth &
offerings. cultural icon
Feelings
Judgment Rebellious.
Trendy.
Performance
Music video. Imagery
Reality, Informative Youthful. Cool.
Interactive
Salience
Music, Culture , Entertainment .

5. Sources of brand equity
• Brand awareness
– First ever 24 hour music channel
– Rock star endorsements
– Unconventional promotions & Contests
– MTV.com
• Brand image
– Music videos revolutionized the industry
– Trendy, Popular & Cool
• Over time-
– Shift from music to culture but retained core values
– Reality TV, Web, Long form programming, thinkMTV, interactive
media
– Globalizing with focus on local trends
– Trend setter, youth icon
– Certified kingmaker

6. Role of music
 Music was MTV’s building block and it’s original USP. Strong association with the target group.
 Used the music video to change the industry
 Established themselves as opinion leaders through
award shows and recognitions
 Brand awareness through endorsements by popular musicians
 Platform to upcoming talents. Ex- MTV coke STUDIO.
 CSR- music concerts for charity efforts
 Shift to long form programs retained focus on music genres and artists. From a music channel
to a channel about pop culture.
 Internet- foresaw threat of online piracy and offered legal music downloads
 Globalization with aim of promoting music, not American culture- focused on local music
genres and talent

7. MTV Online
• MTV.com launched in 1994
• 18 million hits per month by 2005, #1 music site
• Websites for each international channel, content designed for
the local market
• URGE- Tied up with labels to provide legal song downloading
service
• MTV Overdrive- Online broadcasting targetted at non cable
subscribers
• MTV 360- Attracted current viewers- previews of popular
shows, clips of global events etc
• Internet acquisitions- Neopets, iFilms, Atom Entertainment

8. Positioning within network
Channel Target Offering
MTV Youth Music, entertainment, lifestyle
MTV2 Adults Music 24/7
Nickelodeon Children Animation, comedy, adventure
Comedy Central Adults Comedy 24/7
Spike TV Men Comedy, movies, sports
Nick @ Nite Family Classics
TV Land Family Dramas, westerns
BET African-American Music, news, entertainment
Showtime Men/Adults Movies, boxing
LOGO LGBT Current issues
Noggin Pre-schoolers Educational
The N Pre-teens Educational

9. Brand Portfolio
• Highly focused- targeting youth segment
• Contemporary, trendy, hip
• Slightly overlapping- Cannibalization
• Combine Nick@Nite and TV Land- focus on classic programming
• Make Showtime exclusively movies– remove Boxing
• Exclusive sports channel- sportsmen interviews, bios, greatest
matches, rookie spotlight
• Merge Nickelodeon and Noggin. Air pre-school offerings on a
smaller commercial-free time slot
• Slowly phase-out videos from MTV to MTV2- play only billboard
hits on MTV
• Introduce technology-focused show on MTV highlighting latest in
consumer electronics

10. The way 2 GO
• Tie-up with celebrities to provide first-look at new albums, movies,
shows etc.
• Customized content to cellphones- info about local music concerts,
celebrity appearances, tickets etc
• Provide forum for aspiring talent- upload audio and video tracks
• Tap growing smart phone market- provide
applications/wallpapers/screensavers
• Social media integration- linking MTV account and Facebook
account
• Bundling MTV channels for cable subscriptions
• Offer content on latest platforms- X-Box 360 and Playstation3
• Perks for registered members- concert tickets, lucky draw
competitions

11. The way 2 GO
• Online streaming- tie-up with youtube to provide original videos
• Scope for digital marketing and advertising revenue
• Brand extensions to headphones, music players and other
merchandise
• Programming in regional languages
• Keep ahead of the times, explore new areas- new genres, online
gaming, sports
• MTV VJ Academy