RESEARCH ON MTV

“thinking globally “ and “acting globally”

PRESENTED BY
MOHD.ARISH
 INTRODUCTION

 MTV's pre-history began in 1977

 Numerous events led to the debut of MTV: Music Television in 1981
 After MTV's debut, other networks took notice and launched similar projects.
 The original programming format of MTV was created by the visionary media
executive.
 MTV: Music Television launched with the words "Ladies and gentlemen, rock
and roll,"
 PROBLEM IDENTIFICATION

 MTV faces a big challenge in its hands—the challenge to choose advertisements that mirror
the sentiment shared by youths across the 64 countries. They still retain their national identities
and cultural values; and the challenge to adopt services that would give a positive perception
to local mainstream viewers.
CHALLENGE
 When it came to the Internet the natural progression for MTV was to create a strong web-
presence that reflected the brand identities associated with the MTV stations.
SOLUTION
 MTV devised a comprehensive questionnaire that covered a number of important areas,
including hobbies and interests, expenditure on personal goods. The questionnaire was then
placed on the MTV web site, along with an incentivisation of CDs for a few lucky winners
drawn out of a hat.

 
BRANDING & LOGO

 MTV's logo, the large block letter "M" with graffiti-style letters "TV" superimposed and
the words "Music Television" underneath, quickly became ubiquitous and instantly
recognizable in popular culture.
 "I want my MTV!"

original logo MTV

OLD LOGO OF MTV
SEGMENTATION:
Demographics. MTV reaches 64 countries with its six affiliate broadcasting arrangements
across the world.
This represents the youth—students and young professionals
Socio-cultural. MTV adjusts its advertisements to its affiliate units accordingly.
Language is also a vehicle for local customization.

 TARGET MARKET:
 The target market would be the local population with age ranging from 18 to 34.
 Its target audience as well as in the different sectors of the society through parents, elders
and politicians.
 MTV caters to the upper part of the youth in terms of financial brackets. It wants to
connect to these people in the upper echelon what is hip, trendy, as well as informational.
 The target audience of MTV are teenagers and young professionals
POSITIONING:
 MTV and is positioning itself as the world’s most influential music and lifestyle icon
for the youth.
 It has also delved into informed, aware, and concerned vehicle for change in the youth.
 Levi Strauss is one of the world’s most recognized leading distributor in the mercantile
industry.
 It would definitely want to advertise globally on MTV for the primary reason that MTV
connects to the upper echelon of the market.

MARKETING MIX:
 Product
 Price
 Place
 Promotion
 REBRANDING 2010
 The premiere of the short-lived FNMTV in 2008.
 MTV has used a revised, chopped version of its traditional logo during most of its on-
air programming.
 The revised logo is largely the same as MTV's original logo.
 It excludes the "Music Television" caption, the bottom section of the "M" block letter,
and the trailing letter "V" that branched off to the side of the original logo.
 The new 2010 logo is designed to be filled in with an unlimited variety of pictures and
images.
 This new logo formally became MTV's official brand mark on February 8, 2010.
THANK
YOU