International Business Case Analysis|
Dennis Joseph Koshy|
Submitted to: Prof. CP Ravindranathan|
MTV Goes Global, With a Local Accent
MTV is part of a broadcasting industry that is hugely technology driven and capital intensive by nature. Since MTV was planning on going global, they had to be susceptible to the different regulations in each operating country and take on the local competition that was characteristic about the broadcasting industry. In recent times, companies operating in the broadcasting industry had to face stiff competition from internet sites like Youtube and MySpace etc. Started as a music station for the aging baby boomers of the USA, MTV has become a global brand spread over 140 countries and reaches 321 million households. MTV, originally Music Television, is an American cable television channel based in New York City that launched on August 1, 1981.The original purpose of the channel was to play music videos guided by on-air hosts known as VJs. Today, MTV primarily broadcasts a variety of reality and scripted television programs targeted at adolescents and young adults. MTV has its majority viewership outside the USA now, though their initial launch got off to a weak start. They felt a single feed across Europe would be enough as the Europeans would be more than happy to see a bit of American TV. This strategy tanked big time and MTV had to come out with regional feeds. They have followed this strategy ever since globally, even in China, India, Japan, Korea etc. The major threats faced by MTV at that time were increasing competition from local stations, dwindling ad revenues, increasing number of copycats and even issues like censorship etc. The main change drivers for MTV to revisit their global strategy were that viewers preferred local tastes than the American stuff that was being showed. Local...