Critically Analyse the Mtv Event in the Reid (2006) Case Study and Suggest Realistic Improvements to the Organisation and Management of This Event

Topics: MTV Networks, Viacom, MTV Pages: 7 (2318 words) Published: July 11, 2013
Critically analyse the MTV event in the Reid (2006) case study and suggest realistic improvements to the organisation and management of this event

By: Rahnum Ishtiaq

This essay will analyse the MTV event in the Reid (2003) case study. And suggest how improvements to the organisation and management of this event could have been made. We will look at how the event was organized and with whom in mind. We will also look into how the management of the event was carried out and try to come up with improvements which both the MTV and Scotland might benefit from in future.

All event have a direct social and cultural impact on their participants, and sometimes on their wider host communities, as outlined by Hall (1997) and Getz (2005).According to Sharron and Perry (2004) there are various attribute to special events, these characteristics are that they are unique, intangible, have a fixed time scale, and labour intensive among others. This characteristic is what makes an event into a special event. A special event recognises a unique moment in time with ceremony and ritual to satisfy specific needs, Goldblatt (2001). And in the case of MTV it was there 10th European Music award and they wanted to create an event which would mark a milestone and show its critics and competition that they are still the big boys and market leader when it comes to the music industry.MTV Networks operates a leading portfolio of cable TV channels; they also have music video networks MTV, VH1, and CMT. MTV Networks International oversees more than 120 channels worldwide and distributes content online, and produces video games through MTV Games.

MTV decided to have their 10th European music award ceremony in Edinburgh. Allen, (2000) suggests that there are various type of event, for MTV this is/was a special event, as it’s for the music industry only and it recognises the music industries contribution, with access to public and media. MTV’s biggest stakeholders are its shareholders and its customers, of course there are others, and MTV need keeps an up to date with what its customers wants. MTV wanted a start stuck event where they will celebrate the 10th ceremony, create a lot of buzz and excitement and hope to gain new customers in the process. While Edinburgh and the Scottish government wanted to use MTV to reimage Scotland. And show the world what it has to offer, creating a feeling amongst viewers that it is a dynamic, vibrant, historical city. With the councils wish to make Edinburgh the most prosperous northern city by 2015. According to an article published in Event Magazine (2007), public events are increasingly being used around the world as promotional tools by cities, to increase the city’s image. Hughes (1999) suggests that public officials must market the city as a dynamic environment, as this will attract not only tourist but also new jobs and settlers to the region.

According to a report by Ofcom (2006), the telecom regulator, 16 to 24-year-olds, a key demographic group for advertisers and MTV’s core audience. And this is one of the segment that Scottish official where hopping to target though their reimage campaign to show them, why they should come to Scotland/ Edinburgh. As well as lure other older age group at the same time, educate them about Scotland and its history. For a private sector company, such as MTV, the client defines the events budget, leaving the events planner/ organiser able to spend it how they choose and therefore do not have to justify what they do with the money. In the case of public sector, local government and tourist boards, it is not just the immediate benefits that are measured post event. It is also the long-term or “flow on effects” (Bowdin et al.2006) that benefit the community as a whole.

From an every early stage there were problems between, the two parties’ objectives, desire and goals which were very different. The goals of a public and private event differ in that private...

References: Allen et al. (2008) ‘Festival and Special Event Management’. Australia: John Wiley & Sons
Andersson, T.D and Getz, D (2008) Tourism as a mixed profit industry: Differences between private, public and not-for-profit festivals, Tourism Management (30) pp
Bowdin, G et al. (2006) ‘Events Management – 2nd Edition’ – London: Butterworth Heinemann. Oxford
Getz, D (2007) ‘Event Studies: Theory research and policy for planned events’
Mules (1998) cited in Allen et al. (2008) ‘Festival and Special Event Management’. Australia: John Wiley & Sons.
Goldblatt, J. (2001) Special Events: Global Event Management in the 21st Century. New York: Wiley
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Dominic Rushe. (2006). MTV struggles to keep the attention of its young audience. Available: http://business.timesonline.co.uk/tol/business/industry_sectors/media/article613944.ece?token=null&offset=0&page=1. Last accessed 20th June 2010.
Hall, C.M. (1997). Hallmark tourist evcents: Impacts, management & planning. London: Belhaven Press
Hughes, G
Mooney, C., & Halsted, S. (2003, October 25). MTVplea for 500 fans to star at award show. Edinburgh Evening New.
Roche, M. (Ed.). (2000) Mega vent and modernity: Olympics and expos and the growth of global culture. London: Rouledge.
Watt, D. C. (1998). Event Management in Leisure and Tourism. Harlow, England: Addison Wesley Longman.
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