...The MTV brand has progressed over the years but it’s core values are still intact within their brand. The MTV brand started out with a focus on the music where it helped to launch the visual impact of bands through music videos. They created stars and termed new expressions like VJ (Video Jockey) and quickly differentiated their product from the competitors. By having a first-mover advantage they were the TV-channel to go to in order to promote your music. They managed to build up their brand and be an important channel for promotion where “artists where demanding to have their own videos played on MTV” Eventually the brand shifted into more long-form programming in order to capture their audience for longer periods of time. This shifted their brand to become more about the culture surrounding the music. More and more competition arose from new technology where consumption of music happened more and more online. MTV where fairly fast in establishing a digital presence but didn’t manage to acquire Myspace which became a serious threat to their online brand. MTV made a third change of focus and turned more into being about “culture”. With it’s global presence as being one of largest TV networks in the world with more than 100 channels in 167 countries they were able to become the spot for youths to find information about current events. The brand portfolio has been diversified over the years to reach different segments more effectively and was split in 2005 into a slow-growth...
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...| MTV: Building Brand Resonance | CPS and Questions | | Smeeha Razvi | Ammar Malik | Aarij Tanvir | 11/23/2015 | | Facts | Core Issues | Framework | Launched in 1981 as an all music video channel | Absence of an all music TV channel. Music video concept was novel to viewers | First Movers advantage | The channel wanted to portray itself as a youth oriented brand with unique brand identity and awareness | Designing suitable and consistent brand elements and imagery | The brand name, logo design, concept of VJ’s, NASA Moon flag, Rock n roll attitude | MTV model was based on receiving free videos from record companies while relying on advertising for revenue. There were 250 videos in the MTV library initially | MTV’s success depended on free videos. Initial reluctance from record companies which they had to pay to produce in addition the original recording, whereas MTV wanted the videos for free | Seeding and trial - The record companies provided videos of 2nd and 3rd tier artists which proved to be a huge success in terms of record sales at retail stores, so they started promoting top tier artists too by providing their videos for free | First year was difficult for MTV, because advertisers were reluctant to embrace an unproven cable upstart. Adding to MTV's trouble was the fact that many cable operators refused to carry the channel, keeping its audience well below the targeted 2.5 million for the inaugural year. | Lack of brand awareness | Smart advertising...
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...Information: MTV (short for Music Television), which pioneered the concept of a cable music channel, was launched on August 1 1981. At the time of its launch, the MTV channel primarily catered to those in the 12 to 24 age group, airing heavy metal and rap music, although it expanded into several different niche markets through the establishment of alternative channels, such as VH1 and Nickelodeon, in conjunction with airing reality TV shows. In 1986, MTV was acquired by Viacom inc. and started to expand its operations through the global marketplace through a “Think Globally, Act Locally” strategy. The channel MTV Arabia was formed as a result of a licensing arrangement between MTV and AMG. MTVN (MTV Networks) launched MTV Arabia on November 17, 2007, in partnership with Arabian Television Network (ATN), which is part of the Arab Media Group’s (AMG) Arabian Broadcasting Network (ABN). According to analysts, MTV’s success in the Middle East was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment prevalent in the region. The Fundamental Management Issue: The key fundamental issue within the MTV case study is to determine whether localisation is needed to be successful in the market in conjunction with maintaining the MTV global brand and product. This is an issue since the market that MTV was entering, the Arabian market, presented a different cultural and socio-ethical construction from which MTV was used to...
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...it is hard to determine which side to be on. Some reality programming has merit and it is understandable why it would be broadcasted, but other reality programming just produces garbage that should not be on television or even put on the internet for that matter. There is a major difference between the two though. Good reality TV should be able to keep broadcasting, but shows that are produced on MTV, VH1, and other networks should be banned from television because it promotes stereotypes in relation to race, gender, and ethnicity. In today’s infinitely expanding world of technology it is becoming easier and easier to influence the minds of viewers with TV, therefore reality TV poses a dangerous threat to society and the way are thoughts are molded. However not all reality TV is bad and should not be punished for the programming that is damaging our society’s future by changing our views and thoughts. When talking about reality TV that has a bad influence and is dangerous to society the first thing that should put into someone’s mind is any programming that is on MTV. MTV produces mind altering and numbing shoes that create stereotypes for gender, race, and class. There biggest success and the most dangerous show of all is their most popular show the “Jersey Shore”. I believe that the “Jersey Shore” is the worst thing to happen to TV for many reasons. The first reason is that it is sending the wrong message to our young female youth. It is basically telling young women...
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...changing customer trends, Yankovic has been able to adapt to the changes and stay competitive in the music industry. In the 1980s, many artists used MTV, the T.V. show, as a medium to promote their music. During the 2000s, Yankovic had to adjust due to a decline in customer watching MTV. By 2006, Yankovic switched over to YouTube as his new advertising medium (Suddath). With the use of YouTube, he created 169 music videos and has 748,032 subscribers (AlyankovicVEVO). The demand for traditional albums has dropped 8.4% in sales; as a result, Mandatory Fun is Yankovic’s last album, which was released in the summer of 2014 (Christman). The music industry is facing a major threat of music theft known as piracy. Illegally acquired music resulted in a drop of revenues from $14.6 billion to $7.7 billion ("For Students Doing Reports"). Due to the music environment constantly changing as well as emerging, Yankovic needs to consider timely business models that present opportunities for him to stay competitive in the music industry while also managing his brand. Problem Statement How should Weird Al Yankovic adapt to the rapid changes of the music environment and continue to enhance his brand? Alternative Solution One One alternative solution for Yankovic to adapt to the rapidly changing music environment, while also enhancing his brand is to license his songs to TV shows and...
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...Not until Lady Gaga wore a meat dress to the 2010 MTV Video Music Award did her name spread like wildfire and become the endless discussion topics regarding her quirky, one-of-a-kind taste of fashion and almost everything else, including music video creation. That explains why once her “Telephone” video co-starring with Beyoncé was premiered, Gaga’s obsessive fans and many pop-culture observers began to break it down frame by frame. Surprisingly, it was not the blatant nudity, lesbianism or poison, but the product placement sprinkled throughout the video that garnered viewers’ attention most. The video’s remarkable number of product placements showcases the consumerist culture we are in, where advertisers strive to revitalize and raise public awareness of their brands by incorporating their products into popular music, movies, TV shows and sports besides traditional advertising. The 9-minute video is packed with at least eight different brands, including Virgin Mobile, Monster Heartbeats by Lady Gaga headphones, Hewlett Packard laptop, Polaroid, Diet Coke, Wonder Bread, Miracle Whip, and dating site PlentyOfFish.com. Although the frequency of product placement in this music video has been to a ridiculous level, the way that brands listed above are inserted into each scene is quite coherent. For example, Gaga steals the Virgin cellphone to contact Beyoncé to bail her out of jail. Food brands like Miracle Whip and Wonder Bread feature in the kitchen scene. The production...
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...remain competitive within its numerous industries because it expands off of a successful television show or movie for instance. A successful television show has the potential to be created into a movie, or could generate a soundtrack, books, amusement park rides, or other merchandise. Having a variety of resources and outlets internally help create and promote Viacom’s productions. Viacom has also responded to the technological advancements in the entertainment industry and has acquired many digital assets. Viacom also has a tendency to advertise for their networks on other company owned networks. Viacom strategically gains company awareness by perpetually advertising its brands internally. Viacom aims to achieve its strategy by having dominant individual brands within its media network segment. Viacom owns MTV Networks, BET, CMT, VH1, Comedy Central, Nickelodeon, and many other large reputable networks. Each of these networks aims to target a specific audience or demographic. Viacom has strategically sought to access different audiences so it doesn’t cannibalize its own...
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...Pan’s Labyrinth is set in Spain, during 1944 at the time of the Resistance. The setting takes place at a house, known in the movie as a mill, surrounded by the forest. The movie shows two worlds; the real world and the fairy tale world of a little girl, Ofelia. The music in this movie is mesmerizing, as it comes around mainly when Ofelia is present and has to do a task assigned to her that the book reveals that is given to her by the faun, known as Pan. Ofelia is the developing character, because the movie surrounds her in the world of fantasy. Ofelia is traveling with her mother, to go live with her stepfather, when the car has to stop. Ofelia gets out of the car and wanders off, when she come across a stone and picks it up. The stone is a piece of the stone statue, and then Ofelia places it in the statue and a bug appears. The bug later appears in the mother’s room, and reveals that she is a fairy, and there is a close-up of the bug crawling out of the statue. This scene revealed the importance of the fairy as well as the part she plays in the movie. The Captain is a stock character, because he is portrayed as being mean, even to Ofelia. The only reason Ofelia is there at the mill is to be with her mother, who is pregnant with Ofelia’s brother. In one scene, you can see the Captain’s hand on Carmen’s belly, which is an indirective/subjective point of view. In another scene, there is the Captain with his men questioning an old man and his son about what they are doing out in...
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...Jersey Shore Jersey Shore is a reality television show aired on MTV weekly for viewers to watch and enjoy. It is never the same episode over and over. The reality tv show has 8 young adults living in a beach house together and spending every night bouncing from nightclub to nightclub, partying like its 1999, bringing more excitment and you never know what will happen on the next episode. While also given a job at the shore shack, which they must work at to remain in the house. They all have different back grounds, coming from different places, but all share one goal, wanting to be the best guido/guidette there is. The first reason Jersey Shore is popular with university students i know is that its all reality. Jersey shore isnt some show made up, or read off of a script. its all true and is really happening. Being recorded the second it happens. University students have their mind on one major thing and that is having a good time. if you have ever watched an episode of jersey shore, you'll see they go crazy about partying and thats what college students like. From fist pumping to getting low on the dance floor college students want to party just as the jersey shore cast memebers do. The second reason people enjoy Jersey shore is because its trashy, intriguing, entertaining and shocking. Its the same reason they love the Hills, Real World, teenage pregnancy, bridezilla, Kardashians, and every other show that spews stupidity. tennagers will watch anything they can relate...
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...Introduction The main objective of this research is to state the effects of pop music (and music videos) to overall well being of children and teens. This paper will focus on the negative side, on two major fields: Behavior (including health) and Interpersonal relations. I picked 10 current Pinoy music videos of varied genres. I formulated a mini questionnaire and let random children and teens answer it. It took me almost 3 weeks to gather information and make conclusions. I chose to do a research on the effects of listening and watching pop music/music videos because me, myself is an avid listener and viewer of pop music. It will be much easier for me to do a research if I choose a topic, which is very relatable/close to my heart and to my being. And also, the reading assigned to me in the class, which is an experiment to pop music video viewers and its effects to gender and sexuality of teenagers, influenced me to do this paper. Below is the actual survey questionnaire that I gave to 8-20 year old children and teens, to be followed by an explanation of why I chose those kinds of questions. Questionnaire 1. State your gender: _____M _____F 2. Age range: _____5-12 _____13-25 _____26-30 3. Do you watch music videos? _____Yes _____No 4. How often do you watch music videos? _________Hours 5. Where do you watch music videos? _____TV _____Phone/iPod _____Youtube 6. Do you like to see dance routines within a music...
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...the parable of the deaf and blind, a short story about a man who was born blind and totaly deaf. in his existence in the world, he lived his life in darkness and silence. nothing to see and notihing to hear. unable to see the reality in the world he was living. in the story, the man showed discontentment with his situation and ask more from god to improve what he has. in connection to the real world, truly humans are not contented with what they have. they keepi on asking and seekjng for more. they live in dissatisfsction. in their search for their satisfaction they can even commit sin and do bad things just to get what they want. another reality that can be realize from the story is that, regret is always in the end. sometimes we make mistakes in making decisions and when we get undesirable outcomes, we often regret the decision we made. we always wish to bring back time and alter our mistakes. just like how the man regretted when he saw how unpeaceful and noisy the world is. he regretted upon seeing the condition of the world and hearing all those cries and noise. another reality as well presented in the story is that the world we are living is unpeaceful and full of problems. there is extreme problem of poverty that we are facing. in which it serves as the root of crimes. for the people to improve their living they even do bad things that makes the world unpeaceful. people mouthing unkind words and even parents beating their children. the story revolves around...
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...Mark Izquierdo Tim Melnarik English 1A March 21, 2016 Music Identity Music is a form of art that has been around since the dawn of man. It touches our inner soul without psychically feeling its presence. Without music, the world would be dull and dreary. Music is one of the most expressionistic forms of media known to society. It sometimes gives you the extra push for moments of inspiration and self-confidence. It helps express our feelings, and assist us to get through moments of sorrow. It also unshackles us from reality, and takes us into a euphoric state of mind where our problems become inexistent. Music can quickly change the mood into a romantic setting, or can completely change it into a blissful dance affair. It’s a bridge that connects our inner self with the outside world. Even though music can be portrayed as a form of art and entertainment it can also posses a much greater force that some tend to belittle. Music plays a vital role in pop culture, and has the clout of shaping ones identity. The development of self-identity is a vigorous process in both internal and external interfaces. One’s self-image is something that is crucial growing up, and our choice of musical preference inclines to influence that journey dramatically. To begin with, the personality trait that we all develop is a primary example of an internal type of self-image interface. As we grow older, we tend to be exposed to different types of music that influence our personality, and it tends...
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...BSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for Management Research (ICMR), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is what we do --...
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...BSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMR. All rights reserved. To order copies, call 0091-40-2343-0462/63 or write to ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India or email info@icmrindia.org. www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is...
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...Case 4 MTV NETWORKS: THE ARABIAN CHALLENGE A litmus test for mtv’s localization strategy Launches in 2007 as part of its global expansion strategy Its prescence would provide the region with an international music brand, in return the region promised to offer growth opportunities to MTVN given to its huge youth population. MTV’S success in the middle east was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment in the region Arabic version, (supposed to act as a culturally unifying force by propelling Arabic music to the global forefront, and vice versa. Had a lot of hopes in this project MTV BACKGROUND Launched in 1981 12-24 yrs Heavy metal, and rap music Started airing non-music reality shows In 1987 was launched in Europe which marked its global expansion “Think Globally, act locally” (MTV Australia, MTV Asia, MTV India, MTV China, etc) 179 countries ------------------------------------------------- 130 channels in 25 languages Success was credited to the channel adopting a decentralized structure and gave commercial and creative autonomy to the local staff. Minimal interferences in local operations led to innovation and expansion Chanel depended on the local cultures 3.PREPARING FOR THE LAUNCH Similar channels across the world Only middle and upper classes whho had been exposed to the west MTV Arabia was formed as a result of a liscencing arrangement between MTV and AMG...
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