✍️

1. Fffff
Day 1: Had my first day today and it was very interesting. First I had an orientation where we went
over general guidelines for interns at Viacom and then we signed some paperwork. Played some
icebreaker games and got a crash course in all the entities that Viacom owns such as MTV, MTV2,
VH1, Comedy Central, CMT, BET. After I met with JC, one of the research analysts for MTV and I
got a tour of where I was working and met fellow employees and met my supervisor Mitchell. I then
attended a meeting with the research, programming and creative insight teams where we discussed
millennials (people aged 15–30) and their media consumption. We watched clips about certain
shows that were going to be aired and whether or not millennials would watch ... Show more content
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Basically I had to find out the amount of people that were watching these games and then I had to
create a powerpoint and make notes on the trends over the various networks and give insight to how
we can get higher ratings for the MTV shows even when NBA playoff games are on. This took me
the entirety of the day.
Day 7: Today was a rather slow day. Monday, along with Tuesday, is one of the busiest days in the
office considering all the ratings from Friday come in. I updated the NBA playoff report with the
most up to date basketball game and tracked trends and gave insight to why ratings went up or down
across the 2 stations that held the western and eastern conference finals, TNT and ESPN. Once I
updated that, I did my daily input of programs into myevents. Then I did a mini–project regarding
Punk'd and seeing the ratings along each of the 8 older seasons along with the newest 9th season. I
tracked ratings from people between 12–24, along with ratings for women and men as subsets. After
I ran that report, I was supposed to give insight to why the latter seasons of punk'd, arpund 2006 and
2007, did so poorly, and why MTV decided to bring back the series temporarily. After that I had
about an hour left in my day so I checked the ratings from Friday for MTV and MTV 2. When I was
done with that I was done for the day.
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3. Essay on Brand Mtv
G.D.GOENKA WORLD INSTITUTE & LANCASTER UNIVERSITY | MTV: BUILDING
BRAND RESONANCE | MARKETING COMMUNICATION & BRAND MANAGEMENT |
MODULE CODE: GMSI 585 | 11/19/2010 | |
[AN INDIVIDUAL ASSIGNMENT ABOUT MTV'S BRAND EQUITY AND ITS BRAND
IMAGE AND DIFFERENT STEPS TAKEN TO BUILD ITS BRAND RESONANCE] | Submitted
By: Module Leader: gazal babel Mr. ABHIJIT CHANDStudent Id: 030109061 |
PGDBM(Marketing) | |
What is the MTV brand image? How valuable are ... Show more content on Helpwriting.net ...
MTV has linked its image to Famous artists, Music, and Young Generations, managing to establish a
trait among them: Famous persons 'young revolutionary' claim "I want my MTV", helping young
and unknown singers to become celebrities, and allowing young audience to peek into music star's
day to day life thanks to the many related programs has what developed throughout this two decades
along with the reality shows. The fact that so many singer's career owe their success to MTV shows
the importance of their brand. All this massive campaign helped MTV to build a strong brand image
among the young generation who over the years associated "young spirit, cutting–edge and free
thinking" to its Brand.
Over the years MTV transformed from a music channel to that having a cultural significance. It
started to show case long form of programming which helped MTV to address changing viewer taste
and also emerged as a source of information and education for its viewer on important world events
and issues. Their core values should be leading–edge coverage of new musicians and their music
along with their association with youth and youth culture. They have a powerful youth oriented
brand image and are spread all over the world. Youth is what defines MTV and it should strive to
associate itself with youth culture and change according to what the youth culture demands.
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5. Mtv Networks And The Middle East
Abstract
Since 1981, MTV Networks (MTVN) has developed a reputation for its ability to provide localized
content without compromising the MTV culture. However, the company faced challenges in late
2007 with its launch of MTV Arabia in the Middle East, making it one of the biggest launches in
channel history. While the market in the Middle East offered MTV with lucrative business
opportunities, the networks controversial content could potentially backfire in the conservative
environment prevalent in the region. On the other hand, too much localization to suit the tastes of
the region could dilute MTV's global brand.
This paper will discuss MTVN's challenges, strategy and effectiveness in expanding in the Middle
East.
Introduction
With a growing gross domestic product (GDP) of Arabia, suggesting a lucrative market, MTVN
joined forces with the largest media group in the UAE, Arabia Media Group, to launch the Arabic
version of MTV as MTV Arabia in 2007. MTVN would be set to compete with approximately 370
other 24–hour free satellite channels in the growing market of $3 billion.
Before launching, MTV needed to understand the cultural profile of the Arab world–one that
consists of over 20 countries stretching from Morocco, across Northern Africa, to the Persian Gulf.
These countries are religiously and ethnically diverse with a multitude of ethnic, religious and
linguistic groups. To be an Arab is a cultural trait rather than a racial one and Arab history and
culture are based
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7. Mtv Arabian Challenge
BSTR/294 ICMR Center for Management Research
MTV Networks: The Arabian Challenge
This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was
compiled from published sources, and is intended to be used as a basis for class discussion rather
than to illustrate either effective or ineffective handling of a management situation.
For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any
form or by any means.
2008, ICMR. All rights reserved. To order copies, call 0091–40–2343–0462/63 or write to ICMR,
Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India or email info@icmrindia.org.
www.icmrindia.org
BSTR/294
MTV Networks: The Arabian Challenge
"[...] ... Show more content on Helpwriting.net ...
While launching MTV Arabia, William H. Roedy (Roedy), Vice Chairman for MTV Networks and
President of MTVI, said, "Tonight‟s [November 16, 2007] MTV Arabia launch show celebrates one
of the most important landmarks in MTV‟s 25–year history. MTV Arabia will reach the largest
potential audience of any MTV channel outside the United States. MTV is proud to celebrate the
voice of the Arab youth and through our global network we can showcase what this rich and diverse
culture is all about to new audiences around the world."5
BACKGROUND NOTE
MTV (short for Music Television), which pioneered the concept of a cable music channel, was
launched on August 1, 1981, and marked the commencement of the cable TV revolution. It was
promoted by Warner Amex Satellite Entertainment Company, a joint venture between Warner
Communications and American Express. In 1984, the company was renamed MTV Networks
(MTVN) with its operations confined to the US. At the time of its launch, the MTV channel
primarily catered to those in the 12 to 24 age group, airing heavy–metal and rap music. However,
over the years, it also launched many sister channels such as VH–1(short for video hits one) which
was formed in 1985 to play light popular music; Rhythm and Blues (R&B,

8. ... Get more on HelpWriting.net ...

10. Mtv Marketing Strategy Analysis Essay examples
On September 29, 1981, MTV had been in operation for two months, with twenty advertisers and
30% of available commercial time. At this time, the company was owned and operated by the
Warner Amex Satellite Entertainment Company.[1] "Youth will be served," this statement illustrates
the foundations on which MTV was established. The company had already been serving the youths
of the nation with "Nickelodeon," hence MTV was created to target the "bigger kids," the ones with
enough discretionary income representing an attractive segment to marketers and advertisers.[2] In
December of 1985, Warner announced that it would relinquish MTV, and that the company would
become a wholly owned subsidiary of Viacom. At the time of the deal, Viacom ... Show more
content on Helpwriting.net ...
At the product category level, this analysis examines the perceptions of customers regarding
products they might consider as substitutes to satisfy the same basic need.[13] MTV Networks
encompasses a broad range of programming targeted towards consumers of all ages, with
Nickelodeon targeting smaller children, MTV for people ages 12–34 and VH1 for more mature
audiences, just to name a few. The company that represents the most intense competition for MTV is
BET Holdings Inc. This company consists of four other networks, four restaurants, a clothing line,
three magazines, a book publishing division and an interactive web–site.[14] Though BET is
targeted towards a relatively homogenous market, the company still poses a threat to MTV as a
result of the "Pop and Hip–Hop Culture" trends.
Positioning can be based on a variety of attributes. The process requires an identification of the
applicable attributes and a subsequent rating of each. This aids in the determination of the product
space in the positioning analysis.[15]
For MTV the applicable attributes are as follows: Psycho–graphics and popularity are important
attributes to be considered by MTV in the positioning process. MTV is the largest music network in
the world and has been operating for longer than some of its targets have been living. Part
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12. Management
BSTR/294
IBS Center for Management Research
MTV Networks: The Arabian Challenge
This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was
compiled from published sources, and is intended to be used as a basis for class discussion rather
than to illustrate either effective or ineffective handling of a management situation.
2008, IBS Center for Management Research. All rights reserved.
To order copies, call +91–8417–236667/68 or write to IBS Center for Management Research
(ICMR), IFHE Campus, Donthanapally,
Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org
www.icmrindia.org
BSTR/294
MTV Networks: The Arabian Challenge
"[...] MTV has a penchant for ... Show more content on Helpwriting.net ...
While launching
MTV Arabia, William H. Roedy (Roedy), Vice Chairman for MTV Networks and President of
MTVI, said, "Tonight‟s [November 16, 2007] MTV Arabia launch show celebrates one of the most
important landmarks in MTV‟s 25–year history. MTV Arabia will reach the largest potential
audience of any MTV channel outside the United States. MTV is proud to celebrate the voice of the
Arab youth and through our global network we can showcase what this rich and diverse culture is all
about to new audiences around the world."5
BACKGROUND NOTE
MTV (short for Music Television), which pioneered the concept of a cable music channel, was
launched on August 1, 1981, and marked the commencement of the cable TV revolution. It was
promoted by Warner Amex Satellite Entertainment Company, a joint venture between Warner
Communications and American Express. In 1984, the company was renamed MTV Networks
(MTVN) with its operations confined to the US.
At the time of its launch, the MTV channel primarily catered to those in the 12 to 24 age group,

13. airing heavy–metal and rap music. However, over the years, it also launched many sister channels
such as VH–1(short for video hits one) which was formed in 1985 to play light popular music;
Rhythm and Blues (R&B, for jazz, country music, and classics targeted at the 18 to 35 age group;
and Nickelodeon6, which was launched in 1977
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15. Mtv Essay
MARINA OREB
13000069
CRST1
ESSAY – OPTION 1 (MTV)
MTV can be defined as "a cable and satellite television channel which broadcasts popular music and
promotional music videos." (oxforddictionaries.com.n.d.). Launched on August 1st 1981, MTV's
programme started out by helping musicians gain exposure through music videos. This helped TV
audiences connect with music by new means. As MTV became more recognised, the network
branched out by creating new means of entertainment. MTV has remained relevant by continuously
adapting throughout its existence to meet their audience's entertainment requirements. (International
MTV and Globalisation).
Originally MTV concentrated on rock music and played classical artists such as the 'Police'. The ...
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MTV responded to the demands of their market which has helped them advance and be in the
position they are in today. Today, MTV posts networks in over 30 languages in over 130 countries
which points out its successfulness in catering for their audience. MTV has succeeded in becoming
an undeniable influence, not only in their music but in popular culture as well. (MTV, 2013).
Popular culture can be defined as "The knowledge of current or up–to–date events. It can refer to
music, television, film, sports, and anything in the public domain." (reference.com.n.d.). MTV
operates globally and one may argue that MTV shapes their audience tastes however in present
times the public has vast options and therefore can easily dictate by choosing the channel that best
suits their tastes and wants. MTV's power to adapt to change has worked to their advantage as they
have been able to capture their target audience throughout their existence.
MTV was first to establish principles of popular culture. MTV became an iconic presence in popular
culture, inspiring visual media culture. Over the years, MTV has played a major role on popular
culture on a global scale. MTV has advanced in becoming a leading style of popular culture for
younger generations. MTV and its culture has spread world–wide resulting in MTV's expansion into
different channels and countries such as MTV China, MTV Canada, MTV India, etc. however, all
the channels belong to one mass media source: MTV.
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17. Mtv Networks: the Arabian Challenge
ICMR Case Collection
Co p y
Icfai Center for Management Research
MTV Networks: The Arabian Challenge
o
D
.
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BSTR294 – Teaching Note
 2009, Icfai Center for Management Research. All rights reserved. No part of this publication may
be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by
any means– electronic or mechanical, without permission.
To order copies, call +91–40–2343–0462/63 or write to Icfai Center for Management Research, Plot
# 49,
Nagarjuna Hills, Hyderabad 500 082, India or email Info@icmrindia.org. Website:
www.icmrindia.org
BSTR/294
MTV Networks: The Arabian Challenge
TEACHING NOTE
ABSTRACT
Co p y

18. MTV Networks (MTVN) had ... Show more content on Helpwriting.net ...
The Arab world derives its strategic importance from the fact that around 60% of the earth's oil
reserves are at or near the Arabian
Peninsula. For MNCs, the Arab world's teeming youth population is another attraction. In the
Middle East, 65 percent of the people are under 25 years of age. When compared with the
demographics in Western countries, this fact has strong implications for businesses.
N
ot
The Arab countries are religiously and ethnically diverse. The Arab world is a location of several
world religions (Islam, Christianity, and Judaism) and a multitude of ethnic and linguistic groups.
However, the predominant religion is Islam, and Arabic the dominant language. To be an Arab is a
cultural trait rather than a racial one. Arab history and culture are based on tribalism. Some aspects
of Arab culture are discussed here:
Arab Worldview – It is based upon six concepts:
Atomism: Arabs tend to focus on parts rather than on the whole. They tend to see the world and
events as isolated incidents, snapshots, and particular moments in time.
Faith: Arabs usually believe that almost all things in life are controlled by the will of God
(fate) rather than by human beings.
Wish Vs Reality: Arabs express emotion in a forceful and
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20. Mtv Networks: the Arabian Challenge
MTV Networks: The Arabian Challenge
1. Question 1
Experts felt that one of the biggest challenges faced by MTV while launching MTV Arabia was the
prevalent culture in the Arab world. Discuss the Arab culture. How is it expected to pose a challenge
to MTV?
First of all, it is impossible to talk about groups of people without generalizing. At this point it must
be emphasized that there is not just "one" Arab culture or society. The Arab world is full of rich and
diverse communities, groups and cultures. Each of the Arab countries has different perspectives.
That's why differences exist not only among coun– tries, but within countries as well. With 22
countries formed, the Arab region has in some parts the same religious, politics and ... Show more
content on Helpwriting.net ...
But, also they have to be aware that family is the center of all in the Arab world, that the father of
the family has the first and last word. Also, among Arabs honor is one of the most important
qualities and these were also some challenges for MTV.
One of the biggest challenges for MTV was the controversial content that it is used to show on their
normal channel and regarding this the main difference they had to adapt. The sexuality, use of
alcohol, politic criticism and religion criticism are some of the main characteristics of MTV on other
countries that are not as conservative as Arabs. With these characteristics MTV has achieved success
through the Western hemisphere, be– cause the black humor they use is normal among the
youngsters and instead of feeling sensible with these, they see it in a humorous way. But, in the Arab
community they still conserve the traditional values supported by their culture. In an effort to adopt
the strategy of "Think Globally, Act Locally" MTVN (Music Television Networks) executives made
it a point to learn the cultures and make shows that relate to the cultures as op– pose to exporting the
American culture. In order to achieve this goal the channel adopted a decentralized
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