.Program Schedule

.Intro.Marketing mix

.SWOT Analysis.Porter’s 5 force model

.Marketing strategies

.Ventures in new programs.Sister channels in USA

.Controversies.MTV International

.MTV India

.IntroWhat is MTV? Music television

Who invented MTV? Mike (Monkees guitarist) Nesmith

When was it launched? August 1981

What is its target market? 12-34 year old

.Marketing Mix

• Product (service)MTV offers to the youth and young professionals a whole package of lifestyle and

information all rolled into one.• PriceBasically the amount of money customers have to “pay” is actually continual

patronage of the program• Placeconcert tours, music awards, campus tours, etc and obviously cable channels• PromotionMTV always has many activities and programs that persuade target customers to

patron them

.SWOT Analysis

Dominated by young adultsAppeal to advertisersConstantly expandingSupport for social and political causes

cultural misunderstandingsChange of people demands

Merge into mobile and Internet companiesGlobalization

Digital cable and other substitute platformsImpulsive marketNew and innovative places for advertisingAnticipate new generationTechnological advancement

.Porter’s 5 forces model

Music industry which provides content and programming.It is most appropriate to build win–win relationships with suppliers or arrange the use multiple suppliers in order to protect the interests of both ends.

Buyer power will be high since it will be able to dictate the prices of its raw materials incurred from the suppliers.

As barrier to entry is low, MTV can definitely expect threats from other competing channels from all over the world. The government also will get in the way by regulating the channels entering their countries.

Cable networks would enjoy enormous growth during the 90s to the dawn of the 21st century and they provide viewers, audience and markets other viewing options.

Competitor Rival

Threat of new entrant

Bargaining power of

buyers

Threat of substitute products

Bargaining power of suppliers

.Marketing Strategies

• I Want My MTVThe idea of "want" and "my" gives off the idea of a personalized desire that can be

met by MTV• Network

Through channels like VH1 and Nickelodeon, it is possible for MTV to capture a wider market beyond their 12-34 demographic

• Political and social causesPoverty and AIDS

.Marketing Strategies contd..

• MergersMtv merges with a lot of local broadcasting companies to get an easy access to

broadcasting rights and tastes of people.• Multi-domestic StrategyMTV expands through local content which allows them to divide and reach individual

markets who will want a music channel who knows not only their music interests but also their locale.

• ReinventingMTV must constantly reinvent itself and start something new in order to ride along the changes and the thirst towards innovations

.Ventures in new programs

• Award shows (vma)

• First format evolution (take over of other channels)

• Animated shows (celebrity death matches)

• Reality shows (punk’d, laguna beach, jersey shore)

• Rebroadcast programs and movies (beauty and the geek, jackass: the movie)

• Scripted programming ( from g’s to gents)

.Sister channels in USA

• VH1 (1985)

• Mtv2 &Mtv Tr3s

• Mtv hits &Mtv Jams

• MtvU

• MtvHD

• Palladia (HD version of other channels) originally MHD

• MtvDesi,Mtv Chi, Mtv K

.Controversies

• Superbowl controversy superbowl XXXVIII• Jersey shore controversy

guido a racial slur

.MTV International

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28/10/1996

.The journey so farA.R. Rehman’s “Maa tujhe salaam”

Indian Artists : Bally Sagoo & Jazzy B

Cyrus Broacha: MTV Bakra

MTV events and live performances: MTV Immies, MTV Style awards, MTV Youth marketing forum, MTV VJ Hunt

Social Marketing: MTV Music Summit for AIDS

From Viewers to Users: MTV Youth Icon 2007, Reality shows

MTV Gear: Wildcraft

Bridging the Gap

MTV US MTV India

ThanQ?Wassup Youngistan…