mtv final

1. Reviving MTV in Pakistan
Presented by Team Resurgence

2. Introduction
Shared Contents by MTV
Importance of research
Potential Target Market
Research Methodology
Research data
Existing Competitors
Findings
Recommendations and Suggestions
Conclusion
Presentation Outline

3. Why MTV in Pakistan declined at first?
Does MTV’s target audience matches the population
of Pakistan?
What approach can MTV use to comeback in
Pakistan?
What content MTV should share to engage the
target audience in Pakistan?
Research Questions

4. MTV launched in Pakistan 23rd Oct 2006
Indus Media Partner Viacom.
Focus Groups for MTV that time (Youth)
Most watched Tv Shows of MTV (MTV Basanti, Most
Wanted VJ Hunt, Groove, Love stories )
Local Music, Videos Audios and Music as per
request
Closed in September 2011 due to expiry of license.

5. In the last 10 years Pakistan social media
sector growth increase unexpectedly. With the
population exceeding over 180 million
20 million users connected to internet which
is 12% of its population which are much
bigger then India 5%
Importance Of research

6. urban population: 38.8% of total population (2015)
rate of urbanization: 2.81% annual rate of change
(2010-15 est.)
15-24 years: 21.31% (male 22,194,064/female
20,845,816)
Pakistan social media sector growth increase
unexpectedly in the last 10 years
Fans of MTV India from Pakistan are growing every
week (Study research)
Importance (Demographic Wise)

7. The fashion and Music
Industry in Pakistan is
growing
Huge demand for
entertainment due to
different socio economic
cultural diversity
Pakistani music has
evolved with many
historic phases
(independence day,
Historic Events and
religious poems etc)
Potential Target Market

8. 1.Google.com.pk
3.Youtube.com
5.Google.com
7.Facebook.com
9.Yahoo.com
11.Urdupoint.com
13.Hamariweb.com
15.Dailypakistan.com.pk
17.Wikipedia.org
19.Daraz.pk
21.Onclkds.com
23.Express.pk
Top websites visited in Pakistan
http://www.alexa.com/topsites/countries/P
K

9. Secondary Data Collection
Observational data
KPIs
Facebook (5068 likes for MTV Pakistan)
Youtube Coke studio (subscribers 1.6m)
Twitter (MTV Pakistan: 1077 followers, 13
tweets)
Research Methodology

10. Research Data

11. Following competitors are analyzed during the
research
ARY’s The Musik
Geo’s Aag
Aaj’s Play
Coke Studio
Competitors in Target Market

12. Research Data (Contd…)

13. • MTV Decline( MTV doesn't have content related to Pakistan on their website. http://soundtrack.mtv.com )
• Potential Market in Pakistan
• (In the list of countries with best music in the world Pakistan ranks at the no. 23)
• http://cppg.fccollege.edu.pk/changing-trends-in-the-lifestyle-of-pakistani-urban-youth-glimpses-from-lahore/
• Engagement of youth with the competitors (Coke studio’s website has more related content for Pakistani community.)
• http://www.cokestudio.com.pk/season9/index.html?WT.cl=1&WT.mn=Home
• ARY Musik with an average reach of around 400,000 cable and satellite viewers in May has topped the list of five
music channels, according to a Gallup Pakistan report.
• http://www.journalismpakistan.com/news-detail.php?newsid=1018
• Pakistan rising economy in the asian continent `
• (country’s recent economic expansion — with a 6% to 8% GDP growth rate)
• http://knowledge.wharton.upenn.edu/article/with-a-foray-into-pakistan-mtv-tunes-into-the-islamic-world/
• Celebration of diverse events
• Involvement of music in events
Findings

14. Short term
Editorial content with engagement
User generated content
Seasonal Shows
Sponsoring events
Subscriptions
Long Term (Talent hunt shows, Music shows )
Interactive Websites with local content
Recommendations & Suggestions

15. Questions/suggestions