MTV -GOING GLOBAL WITH LOCAL ACCENT

Presented by:

AQIB ALI. FARHAN WAHEED. MEHAVISH HILALI. MUSAIB FAROOQ. SHAHEEM AHMED. JAMIA HAMDARD UNIVERSITY

Cultural Environment A set of learned Core values, beliefs,

standards, knowledge, morals, laws, and behaviors shared by individuals and societies that determines how an individual acts, feels, and views oneself and others.

A culture tends to provide the standards of tastes in specific lines of human activities.

For example, in Italy, a US company that set up a corn processing plant found that its marketing efforts failed because italians thought of corn as ‘pig food’. The Nestle company brews a variety of instant cofee to satisfy different national tastes.

Cultural environment encompasses the aspects; language, customs, tastes and preferences etc.

Many companies modify their products to suit the tastes and preferences or other characteristics of the population of the different countries.

INTRODUCTION MTV networks has become a symbol of

Globalization. Established in 1981 ,US-based Music TV

network. Expanding since 1987 when it opened MTV

Europe. Currently, owned by media conglomerate

VIACOM. Other channel partners : nickelodeon, VH1. Generates more than $1 billion in revenues

outside US.

By 2004, 72 channels, 321 million household viewership, 140 countries.

However , the most rapid growth of MTV is in Asian continent

In Asia, nearly 3 billion people are under 35,and the middle class is expanding quickly.

TV ownership is spreading rapidly. Almost 2 million people are watching MTV

around the world, the majority outside the US.

CHALLENGES FACED BY MTV. MTV had to overcome lot of challenges before

it became a global hit. Initially, it aired only American programs with

English speaking VJs throughout the Europe assuming that Europeans would flop to the see and hear more about American programs.

But, surprisingly their tastes were mainly local except for a handful of global superstar like MADONNA AND MICHEAL JACKSON.

Most Europeans and Asian countries preferred local popular music.

Similarly, what was popular in India might not be popular in Germany or in UK(vice versa).

Each country has its own unique and favorite music scenes and songs. People would love hear these more than adapt to foreign music.

MTV clearly failed to understand this core principles.

As a result MTV suffered and started to decline.

Soon there were many local copy stations in Asia and Europe that catered to individual countries music.

Local copycat music stations soon took away viewers and large portion of advertising revenue away from MTV.

IN 1995, MTV completely changed its strategy.

LOCALIZATION STRATEGY ADOPTED BY MTV

FOR e.g.; In Asia, MTV network has an English-Hindi channels for India Mandarin feeds for China and Taiwan Japanese feed for japan Bahasa language feed for Indonesia

and so on Use of digital satellite technology of

transmission of localized programmers greatly saved lot of time and effort

MTV exercises “CREATIVE CONTROL” OVER THESE DIFFERENT FEEDS

All the channels irrespective of the language have the same familiar frenetic look and feel of MTV.

Local MTV stations are first started using Expatriates from elsewhere in the world.

This helps MTV to do “Gene transfer” of company’s culture and operating principles.

Once Est. , the network switches to local employees and expatriates move on.

Around 60% of programs still originates in US.

However to retain its popularity MTV has been increasing the share of local programs.

Some of the popular local MTV programs in INDIA includes :

“MTV BAKRA “ - REAL LIFE COMEDY SCENES

“MTV HOUSEFUL” ETC

WHAT DID MTV GAIN FROM ALL THESE STRATEGIES?

Between 1996-2000, MTV rating in India scaled more than 700%.

MTV capatured about its 70% of its European Advertising revenue.

Phenomenal increase in MTV viewership across the countries.

By 2004, 72 channels ,321 million household viewership, in 140 countries.

CONCLUSION MTV networks has become a symbol of

Globalization. Adopted right cultural international

strategies and controls at the right time to regain its lost popularity, especially in non speaking countries like ASIA and EUROPE.

The rationale behind MTV’s LOCALIZATION STRATEGY is to “ get inside the heads “ of local population and produce programming that matches their tastes and preferences