PRIMARY RESEARCH ON MTV

Presentation By:Arushi Khurana Abhinav Gupta Khushboo Gupta Somia Sharma Sidhanshu Gupta Rahul Asija Mugdha Joshi Kalpit Jain Archit Jain Arpit Agarwal

Summary of MTV India

MTV India was launched in 1996 in Mumbai with joint venture between Viacom and Network TV 18. The main shows which provided boost to the MTV are Coke Studio, MTV Unplugged, Roadies, Splitsvilla, MTV reality stars. It primarily caters the viewers in the age group of 15-34. MTV also acts as the platform for promotions of their videos for their target consumers. In India its total viewership is more than 40 mn homes. MTV philosophy of being young until or unless you feels influenced the people a lot of different demographics.

Problem Identification
Web based music consumption is increasing, variety of models emerged to deliver video and audio products to viewers. The trend followed by artists is to have tie ups Google, Yahoo, MSN, Amazon and other big online site for the promotion and sales of their music due to which dependence on the music channel for promotion of videos decreases. All these changes in the trends of music industry have influenced the viewership of MTV India significant pace. MTV also came up with its online portal for music videos but unfortunately it is not a huge success as expected by MTV . In our research our target demographics was almost same as that of target audience of MTV. We have surveyed on 67 people to have their opinions on different areas of concern of music channels.

Our first question was to rank news, music, movies, news and TV serials and result obtained for first preference of people is as follows
Rank 1
50
45 45 40 35 30 25 20 15 10 5 0 News Music Movies tv serials 9 7 6

Our second question was about the preferences of music of people. In this we employed comparative technique of ranking among bollywood, classical, rock, jazz, Hip-Hop which are commonly preferred types of music.
Rank 1
35 29

30

25 20 20

1
15 10 10 4 4

0 bollywood music classical rock jazz hip-hop

Now our third question was the most critical one which talks about the source of music preferred by the people for the music entertainment. Now through this question we can identify the problem due to which the viewers of the MTV are decreasing substantially. Sources mentioned in this question for music are online portals like YouTube, Metacafe etc, CD/DVDs, Music app on Mobile, Music channel. The preferences obtained in the form of bar chart is given below:50 46 45 40 35 30 25 Series1 20 15 10

10
5 0 CD/DVD's Online portals (Youtube, Metacafe etc) 3

Music App on Mobile

Music Channel

In this question our aim was to get the preference order of the people music channels. In this question we followed the comparative technique to rank MTV with its close competitors like Bindass, 9XM, Zoom, VH-1. The first preference of the people according to ranking is as follows:Rank 1
25 23 23

20

15

13

1
10

5 5

0 MTV Bindass 9XM ZOOM VH-1

In this question we try to find out the most preferred content of a Music channel by people. We again used the comparative technique to rank the most common content slots of the music channel like Reality shows, Non-stop music, Rjs and Vjs, Fashion and trend orientation and music on demand. The first preference of content according to survey is as follows:Rank 1
40 36 35 30 25 20 15 10 5 0 Reality NON-Stop music Rj's And Vj's Fashion and trend oriented Music on Demand 4 1 19

In this question we tried to find out the prime time at which people like to listen to music. For music channels it is very essential to identify the prime time because it is the time at which they can target maximum number of audience and can launch the most preferred content in this slot. The responses on the prime time as is follows:40 34

35

30

25

20 16 15 10 10 7 5 0 0 Morning Afternoon Evening Night Anytime

Series1

In order to know the potential of music channels to promote the new and fresh music videos we asked in survey the source through which people come to know about the latest music and result of it is as below:40 37 35

30

25 20 20 Series1

15

10 6 5 4

0 Advertisement Music Channels Friends Online music websites

Critical Analysis
MTV should come up with most preferred content i.e. Non-Stop music and reality shows in the most preferred time at which people watch music channels because it will provide synergy to the MTV from viewers side. Bollywood music is most preferred by people so more innovative ideas must be derived to present the same content to people. Next option could be Hip-Hop for MTV. From last subjective question the main recommendation which came for MTV is of a slot for English as generation X likes English songs. More contractual tie ups with the well known singers to bring more attention span of the viewers on their channel.

 Innovative ideas to present the music in different ways always attract the music lovers.

Change in the format of reality as same reality shows are running from year on year without any much change like roadies due to which craze for the same decreases. One of the fascinating recommendation came in subjective question is of inculcating the social environment in MTV and its impact on society especially when we are talking in context to India.
Slot differentiation and switch over time are the important attributes on which MTV should work to get more viewers.