Professional Documents
Culture Documents
BACKGROUND
Adopted expansion Outside U.S by not only launching the MTV channel but also acquiring local music channels.
Cont
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)
Cont.
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)
Cont.
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
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
Logos
MTVI tried to establish MTV as a global brand with a local outlook