MTV began in the 1980s as a cable TV channel dedicated to music videos in the United States, and eventually expanded to over 170 countries worldwide primarily targeting youth aged 14-35. In its early international expansion, MTV struggled to gain popularity outside of the US until it adopted a localization strategy, developing localized content and hosts that spoke the local language to better understand each country's unique music scenes and culture. Over time, MTV was able to capture a significant share of the advertising market in most regions by adapting its programming to be more locally relevant while still maintaining some global content.

1. Music and the (real) world:
thirty years of mtv
Shanta Mishra
Btech-MBA

2. About MTV
•It is a division of Viacom
•Broadcasting in more than 170
countries in 32 languages
•136 distinct Mtv channels and
230 web sites
•It is more widely viewed than
any other global network
•Target basically youth(14-35yr)

3. History
•It is originally created as basic cable
channel dedicated to music in US
•It first went international in 1987
with launching of MTV Europe.
•They decided to target youth of age
between 15-34 which is about 1 out of
4 people around the world

4. Branded television channels in
the Asia Pacific region

5.  Initially, it aired only American programs with English
speaking VJ s throughout the Europe.
 But, surprisingly their tastes were mainly Local except for a
handful of global superstars like Madonna and Michael
Jackson.
 Each country has its own unique and favourite music
scenes and songs. People would love to hear these more
than adapt to foreign music.
 MTV initially failed to understand this fact which make his
market share low.

6.  Encourage regarding safe sex to fight the spread of AIDS.
 Launch of “ Choose or Loose” voting campaign to
encourage voting among youngsters.
 “Free Your Mind” campaign to target racial discrimination.
 BY ADOPTING LOCALIZATION STRATEGY.
 Use of Digital and Satellite technology of transmission
of localized programs greatly saved lot of time and
effort.

7.  They instead of exporting US programs, developed
programs according to culture of India.
 Localization worked well.
 Latest strategy is to develop uniform programming
that sells in multiple country to get economies of scale.
 Mtv and vh1 had launched a program in I-pad tablet
forms also.
 Also presented himself on network online with best
TJ(launched posted to track local artist program)

8.  After flourished in US, Brazil, and UK Mtv struggled to
find niche in Asia specially in India.
 They want to target 470 million people between ages
10 and 34.
 Economic Liberalization made it easy to enter foreign
business in India
“THINK GLOBALY AND LOCALY AND
ACT ACORDINGLY”

9.  MTV captured about 70% of its European
Advertising revenue.
 Similar trends are evident elsewhere in the world.
 Phenomenal increase in MTV viewership across
the countries.
 By 2004, 400 million household viewership, in 166
countries.

10.  As part of the deal, MTV Networks will also sell
episodes of its programs through Google Video, as it
does via AOL and iTunes
 Piracy
 Many streaming sites like You tube
 Mtv smut peddlers, targeting kid with sex, alcohol,
drugs

11.  Launching of shows like “Beavis and Butt Head” &
“The Real World” which was criticized by all.
 English speaking host.
 Basically deal with Hollywood music.
 Create blunder by saying that bollywood music was no
cool enough for teen market.
 So MTV rating suffered.

12.  Late 1990 MTV opted for more localized approach and
began adapting its programming
 Launched MTV India based Mumbai.
 Include more bollywood music
 Host began to speak both English an Hindi dubbed
“HINGLISH”.
 Organized Cricket matches and fashion shows.

13. Q 1. What did “MTV” stand for new landscape?
Q 2. Would the new demo still wants its MTV?
Q 3. Could MTV still reflect a global youth experience or
should it instead produce it?
Q 4. Could be a taste maker and agent of change in the
new world or was it better off as a mirror?