The document discusses the history and competition between MTV and Channel V in Asia. MTV began broadcasting in Asia via satellite in 1991 but left in 1994 when Murdoch's New Corp acquired Star TV. Channel V filled the vacuum and was the first music channel in Asia with a localized approach. In 1995, MTV Networks Asia was launched and customized its content for local markets. Both channels have since increased their online and mobile presence. Key strategic questions discussed include whether there is room for both channels in Asia and how they can develop the growing China market.

1. MTV
vs.
Channel V
Corporate Level Strategy Case Study Analysis by:
Djadja A. Sardjana
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2. The History of Music Television
in Asia
MTV began broadcasting via satellite on
the Star network in 1991.
When Murdoch’s New Corp acquired Star
TV, MTV left the Asian scene (1994).
MTV Networks Asia was launched in 1995
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3. War within the Asian
Music Industry
‘Channel V was first in the market with a
localized approach and MTV copycatted
that’ says Channel V
‘We’ve tried to stay clear of mud-slinging
but Channel V is throwing out more smoke
than the ice machine at a rock concert’
says MTV Networks Asia
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4. Restructuring for the next phase
of industry development
Rapid growth and zero profits
Channel V restructured operations,
Greater China and India feeds; Western
music content for Israel and Japan;
conversion to digital encryption
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5. Breakthroughs
Both channels have increased their Web
casting / online presence:
www.channelv.com
www.mtvasia.com
China has been earmarked as the market
of tomorrow.
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6. Strategic Questions
Is there room in Asia for two music channels?
Do we think MTV and Channel V should merge?
In this age of globalize markets, is it necessary
to adapt the channels to local markets?
Has Channel V done enough to differentiate
itself from MTV Asia?
How can the foreign music channels develop the
China market?
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7. The Strategic Management Process
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8. Two Strategy Levels
Business-
Business-level Strategy (Competitive)
Each business unit in a diversified firm
chooses a business-level strategy as its
business-
means of competing in individual product
markets
Corporate-
Corporate-level Strategy (Companywide)
Specifies actions taken by the firm to gain a
competitive advantage by selecting and
managing a group of different businesses
competing in several industries and product
markets
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9. Corporate Level Strategy:
The Winner Takes All MTV dropped from
Star TV on 1994
What's next? 7 Disagreement on
Local Content
• Merger/Partnership 1
• Web Casting
• Mobile Music Channel V fill the
• Artist Endorsement vacuum
Introduced
different channel
with emphasized on
Local Content
6 MTV 2
vs.
Channel V
Branding is MTV strikes
Important: 5 back on May
• Co-Branding
3 95
Customizing
• Licensing its product to
• Merchandising each local
major target
Both Companies pursue the 4 In the five years
and relies on
growth area : local stations
Channel V
• India Moment of Truth admitted losing
• China Guanxi $100 M Lost
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The Winner Takes All traction

10. Corporate Strategy Level :
MTV
Web Cast:
"Right now I don't really view (competition) as a problem because
MTV has an Internet presence and they are the main brand," says
Robert Routh, a managing director at Jefferies & Co.
Merger:
It could partner with more sites in the future a prime candidate to
merge with Yahoo.
As evidenced by Viacom's bid for MySpace, MTV is looking to advance
into the social networking arena.
Mobile Music:
Already have production site on: http://www.mtv.com/mobile/#/mobile/
Motorola has partnered with MTV Networks International in launching
"Head and Body," a new entertainment series especially produced for
mobile handsets
Artist Endorsement:
Work with to Motorola for special arrangement.
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11. Corporate Strategy Level :
Channel V
Web Cast:
Channel [v] online chat (7/3/01) has launched a new java online chat
platform for Australia's premier music pay TV broadcaster Channel [v].
Merger & Patnership:
Wireless provider KongZhong (KONG) has inked an agreement with Channel V,
(KONG)
becoming the exclusive strategic partner of the music channel in mainland
China.
Star intends to use the Simcast system for a wide range of interactive
applications across its network of channels. The system has been deployed in
successful trials in China and India, involving chat and voting applications on the
"Channel [V]", and the Hindi entertainment channel "STAR ONE".
Mobile Music:
Channel [V] India has tied up with cellular operator Airtel for its talent hunt
show Mobile Singer.
Singer.
Artist Endorsement:
Mr Amar K. Deb, Head Honcho, Channel V, told Business Line, "Talent
Line,
management is an area which is being looked at for generating sizeable
revenues."
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