MTV NETWORKS INTERNATIONAL LOCALIZING GLOBALLY

BACKGROUND

First ever cable music channel .

Launched on August 1, 1981, by Warner Amex Satellite entertainment Company, a joint venture between Warner communications and American Express. In 1984, the company was renamed MTV Networks (MTVN). In 1986, MTVN was acquired by Viacom Inc. (Viacom). Launched its first overseas channel in Europe in 1987. Soon after, it established MTVI, to manage all its overseas channels, which included MTV, VH1, and Nickelodeon.

MTV Networks International Expansion

MTV began its international expansion by launching its first overseas channel in 1987 Established MTV1 to manage all its overseas channel included MTV, VH1 and Nickelodeon. Adopted the policy of THINK GLOBALLY ACT LOCALLY. which

Adopted expansion Outside U.S by not only launching the MTV channel but also acquiring local music channels.

MTV Networks International Expansion

The first international television network to broadcast channels in local languages with localized content in various countries around the world. As of mid-2006, MTVI catered to an audience of more than one billion, and had a presence in 179 countries across Europe, Asia, Latin America, and Australia. The network operated around 130 channels in more than 25 languages worldwide. In addition, it operated some broadband services and more than 130 websites.

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The various Channels Managed By MTVN through MTVI. MTVI1 comprises of MTV Networks Europe (MTVN Europe) MTV Networks Asia-pacific (MTVN Asia-Pacific) MTV Networks Latin America (MTVN Latin America)

Think Globally Act Locally

Tried to establish MTV as a global brand with a local outlook Launched various versions of its channels in localized language throughout. For.Eg MTVN Europe launched MTV ITALIA as a separate channel in 1997. MTV Italia became one of MTVs biggest channel in terms of advertisement revenues and reach . MTV Russia was launched in 1998 and was the first international channel to have been customized for the Russian audience.

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Three branded MTVN subsidiaries :MTV ,Nickelodeon and VH1 were available in their localized versions in many countries Entertainment Content broadcasted on the channels were also adapted for the local region. For Egg. Indianized Programs like MTV Bakra( a reality prank show), Fully Faltoo ( a spoof on Hindi Films and songs) & MTV roadies ( Based on the U.S. reality show Road Rules)

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MTV also ensured that the programming contents on its channels were sensitive to the local traditions and culture of the country. For E.g. MTV grind ,an American show on the annual spring break was considered unsuitable to Indian culture and had to be removed from MTV India's Program list In Indonesia calls for prayer were aired on MTV everyday

Other Localization Initiatives

Provided a platform for new musicians who become global brands after featuring on MTV and its sister channels MTVN produced a show called Be Heard in which U.S Secretary of State Collin Powell spoke to a live audience on issues like terrorism, global peace, AIDS etc. Launched MTVs Video Music Awards which was seen as an alternative to the Grammy awards

Adopted the policy of 70 percent local content, which also helped in increasing the popularity of the channels
Less interference in the operations of its local channels.

Issues
Increasing Competition Unable to enjoy significant Economies of scale Target age group spending less time watching Television Struggling to maintain its youthful outlook

Popularity of the MTV brand was fading globally

Secret of global success

Increasing Competition provided MTV with a means to understand audience needs and change its programming content accordingly MTV launched many localized channels that were managed by local staff and also the global operations contributed only about 20% of MTVNs total revenues A strong Base across countries through its localization policies Emergence of digital television and the internet to extend their reach to the international audience Launched Overdrive a broadband Internet video on demand service to provide video streams. Provided live video of its shows through this service

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MTVI tried to establish MTV as a global brand with a local outlook