MTV India: Balancing Global

and local marketing

Submitted By :
ABHISHEK SASAN
LALEET GROVER
MUNISH KUMAR

It is about TV popular music channel worldwide.
How it entered in Asian pacific market specially in
India
Reason for its failure first time
Re launch of MTV India with regional approach
H0w it became successful from its competitors






About MTV
It is a division of Viacom

Broadcasting in more than 170
countries in 32 languages

136 distinct Mtv channels and
230 web sites

It is more widely viewed than
any other global network

Target basically youth.
History

It is originally created as basic cable
channel dedicated to music in US

It first went international in 1987
with launching of MTV Europe.

They decided to target youth of age
between 15-34 which is about 1 out of
4 people around the world


The MTV Logo was designed in 1981 by Frank
Olinsky, Pat Gorman, and Patty Rogoff.The original
design consisted of a Block 3D M with a small graffiti
TV on the top of it. The very first moments of MTV
Logo was an adaptation of the first landing on the
moon, directly from NASA this idea was from Seiberts.
Branded television channels in
the Asia Pacific region


MTV USERS(in %)

MTV USERS(in %)

Famous brands on face book
It is a division of Viacom
Broadcasting in more than 170 countries
In 32 languages
136 distinct Mtv channels and 230 web sites
It is more widely viewed than any other global network
Target basically youth.
It is originally created as basic cable channel dedicated
to music in US
It first went international in 1987 with launching of
MTV Europe.
They also came in Asia pacific region specially in India,
Pakistan .
They decided to target youth of age between 15-34
which is about 1 out of 4 people around the world






After flourished in US, Brazil, and UK Mtv struggled to
find niche in Asia specially in India.
They want to target 470 million people between ages
10 and 34.
Economic Liberalization made it easy to enter foreign
business in India

THINK GLOBALY AND LOCALY AND
ACT ACORDINGLY
MTV entered with agreement with Hong Kongs Star
TV
MTV management developed a regional marketing
strategy by delivering a pan-Asia music channel.
But later Star TV was sold to the news corporation, the
media giant owned by Rupert Murdoch.
They had there own music channel named as [V]
There are nearly 100 distinctive channels.
Competition is intense and profit margin is thin.
Indian family watching TV together, so it is difficult for
advertiser to isolate target audience.
Star TV ended its partnership with MTV
Hired staff of MTV for Channel [v] and it managed to
capture much of MTVs market share.
[V] adopted a different approach to accommodate the
preference of customer in individual Asian market
Indias 2 biggest Music channels have turned into
youth entertainment and reality
In last 3 years the gap between the search trends for
the 2 brands have increased manifold and MTV has
completely out written channel V
MTV reality shows are the major searches and
completely out shadow channel V shows
In year 2007 and 2008 the successful introduction of
sequence of reality shows Roadies, splitsvilla and stunt
mania are the major reason for increased search
In last 1 year ever since roadies 8 started the online
search trend for MTV shows a steep upward trend

MTV in India continue to follow a regional marketing
approach.
English speaking host.
Basically deal with Hollywood music.
Create blunder by saying that bollywood music was no
cool enough for teen market.
So MTV rating suffered.

Late 1990 MTV opted for more localized approach and
began adapting its programming
Launched MTV India based Mumbai.
Include more bollywood music
Host began to speak both English an Hindi dubbed
HINGLISH.
Organized Cricket matches and fashion shows.

They instead of exporting US programs, developed
programs according to culture of India.
Localization worked well.
Latest strategy is to develop uniform programming
that sells in multiple country to get economies of scale.
MTVs International President has done a great job in
listening to the countries needs and adjusting their
programming to satisfy that country. In the end, all the
hard work, patience, and listening to customers needs,
has paid off in a big way. The company is now owner of
33 distinct channels, with over 18 different languages,
in over 160..
MTV Networks India - Managing Director - Amit Jain
in concerns of videos.
Our strategies emanate on coordinating with the
various record labels and companies so that we could
acquire the most number of videos possibble, thus,
attracting your attention since the videos that the
latter prefers are aired on tv. Also, our channel are
creating quite a number of variety shows and programs
that satisfy the taste and preferences of the viewers
As part of the deal, MTV Networks will also sell
episodes of its programs through Google Video, as it
does via AOL and iTunes
Successfully marketing a product lies in satisfying one or more of the
target audiences emotional needs.
The first step in successfully marketing to a specific group is defining
what the strategy will be directed towards- understanding what makes
them tick.
Some examples of these needs in relation to todays youth are:
acceptance, belonging, pride, and security. MTV has especially tapped
into the need for belonging and acceptance by giving youth something
common to talk about and experience together- something specifically
created with them in mind.
After identifying the needs of the target audience,
MTV marketing strategists must devise a method of
satisfying those needs.
In an interview from PBS.org entitled The Merchants
of Cool: Interview Todd Cunningham, the Senior Vice
President of Strategy and Planning for MTV calls the
method a feverish addiction to research and
understanding young people.
MTV target segment is huge and growing youth
market abroad
Indeed about one in four people around the world is
between 15 and 34 years old.
Management requires that about 70 percent of its
programming be developed or adapted for each of the
youth segments that it targets abroad