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    Presented By: Akshat Farhan Anirban Sid Institute For Financial Management and Research (IFMR)

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    Farhan Khalid
    This document discusses the history and evolution of MTV from its inception in 1981 introducing the concept of music videos through its expansion into long-form programming, pop culture coverage, and becoming a global brand. Key points include MTV's role in revolutionizing the music industry and launching careers, its shift from solely music to broader youth and pop culture content, and its expansion across multiple platforms and formats over time to remain relevant to younger audiences.

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    Presented By: Akshat Farhan Anirban Sid Institute For Financial Management and Research (IFMR)

    Uploaded by

    Farhan Khalid
    40 views12 pages
    This document discusses the history and evolution of MTV from its inception in 1981 introducing the concept of music videos through its expansion into long-form programming, pop culture coverage, and becoming a global brand. Key points include MTV's role in revolutionizing the music industry and launching careers, its shift from solely music to broader youth and pop culture content, and its expansion across multiple platforms and formats over time to remain relevant to younger audiences.

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    This document discusses the history and evolution of MTV from its inception in 1981 introducing the concept of music videos through its expansion into long-form programming, pop culture coverage, and becoming a global brand. Key points include MTV's role in revolutionizing the music industry and launching careers, its shift from solely music to broader youth and pop culture content, and its expansion across multiple platforms and formats over time to remain relevant to younger audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views12 pages

    Presented By: Akshat Farhan Anirban Sid Institute For Financial Management and Research (IFMR)

    Uploaded by

    Farhan Khalid
    This document discusses the history and evolution of MTV from its inception in 1981 introducing the concept of music videos through its expansion into long-form programming, pop culture coverage, and becoming a global brand. Key points include MTV's role in revolutionizing the music industry and launching careers, its shift from solely music to broader youth and pop culture content, and its expansion across multiple platforms and formats over time to remain relevant to younger audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12

    Presented By : Akshat Farhan Anirban Sid Institute for Financial Management and Research (IFMR)

    Originated by efforts of Warner Communication and American Express in 1981. Introduced concept of Music videos which revolutionized the industry. Introduced artists like Michael Jackson & Madonna which benefitted both MTV & artists. Distribution boomed drastically by investments in Advertising like Rockstars endorsed the brand by I want my MTV. Long-form Programs were launched to hold viewers for longer time. The offering of MTV changed from Music to Pop Culture. Think & Act Locally was adopted and cleared that MTV was not in business of importing & promoting American Culture. The market was Niche Segmented and offering for different audience was introduced. Educational and informative programs were shown at crucial times.

    Music Interactive
    Refreshing
    Lifestyle

    Youth

    Trendsetting
    Popular culture

    Lifestyle
    Entertainment

    Global
    Innovative

    Rebellious Dynamic

    Cultural relevance. Changing with times. Career launcher. Differentiated offerings.

    Resonance

    International youth & cultural icon

    Feelings Judgment Rebellious. Trendy. Performance Imagery Music video. Youthful. Cool. Reality, Informative
    Interactive

    Salience

    Music, Culture , Entertainment

    Sources of brand equity


    Brand awareness
    First ever 24 hour music channel Rock star endorsements Unconventional promotions & Contests MTV.com

    Brand image
    Music videos revolutionized the industry Trendy, Popular & Cool

    Over time Shift from music to culture but retained core values Reality TV, Web, Long form programming, thinkMTV, interactive media Globalizing with focus on local trends Trend setter, youth icon Certified kingmaker

    Role of music

    Music was MTVs building block and its original USP. Strong association with the target group. Used the music video to change the industry

    Established themselves as opinion leaders through award shows and recognitions


    Brand awareness through endorsements by popular musicians Platform to upcoming talents. Ex- MTV coke STUDIO. CSR- music concerts for charity efforts Shift to long form programs retained focus on music genres and artists. From a music channel to a channel about pop culture. Internet- foresaw threat of online piracy and offered legal music downloads Globalization with aim of promoting music, not American culture- focused on local music genres and talent

    MTV Online
    MTV.com launched in 1994
    18 million hits per month by 2005, #1 music site Websites for each international channel, content designed for the local market URGE- Tied up with labels to provide legal song downloading service MTV Overdrive- Online broadcasting targetted at non cable subscribers MTV 360- Attracted current viewers- previews of popular shows, clips of global events etc Internet acquisitions- Neopets, iFilms, Atom Entertainment

    Positioning within network


    Channel MTV MTV2 Nickelodeon Comedy Central Spike TV Nick @ Nite TV Land BET Target Youth Adults Children Adults Men Family Family African-American Offering Music, entertainment, lifestyle Music 24/7 Animation, comedy, adventure Comedy 24/7 Comedy, movies, sports Classics Dramas, westerns Music, news, entertainment

    Showtime LOGO Noggin The N

    Men/Adults LGBT Pre-schoolers Pre-teens

    Movies, boxing Current issues Educational Educational

    Brand Portfolio
    Highly focused- targeting youth segment Contemporary, trendy, hip Slightly overlapping- Cannibalization Combine Nick@Nite and TV Land- focus on classic programming Make Showtime exclusively movies remove Boxing Exclusive sports channel- sportsmen interviews, bios, greatest matches, rookie spotlight Merge Nickelodeon and Noggin. Air pre-school offerings on a smaller commercial-free time slot Slowly phase-out videos from MTV to MTV2- play only billboard hits on MTV Introduce technology-focused show on MTV highlighting latest in consumer electronics

    The way 2 GO
    Tie-up with celebrities to provide first-look at new albums, movies, shows etc. Customized content to cellphones- info about local music concerts, celebrity appearances, tickets etc Provide forum for aspiring talent- upload audio and video tracks Tap growing smart phone market- provide applications/wallpapers/screensavers Social media integration- linking MTV account and Facebook account Bundling MTV channels for cable subscriptions Offer content on latest platforms- X-Box 360 and Playstation3 Perks for registered members- concert tickets, lucky draw competitions

    The way 2 GO
    Online streaming- tie-up with youtube to provide original videos Scope for digital marketing and advertising revenue Brand extensions to headphones, music players and other merchandise Programming in regional languages Keep ahead of the times, explore new areas- new genres, online gaming, sports MTV VJ Academy

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