...stops at a traffrc liΦt, scrawny children εluster at the ιιlindorlrs, tapping on the glass and pointing at their mouths, begging for money to buy something to eat. Ι've come to Mumbai to see MTV Ιndia. Why MTW Tνιrο reasons: first, because MTV has been doing business here since 1991, befοre mοst of its cοmpetitors arrived; second, because MTVhas dοne better than any o ther globa-l TV network-better than CN N or anβhin g owned by Rupert MuΙdοch_at spreading its brand and l,Vhο wοuld have thought that οne οf the ι,vorld's stron- gest brands wοuld get crushed by Κyonki Sαas Βhi Was the Daughter-in-Law Once"? Καbhi Βαhu Γhi, which means "The Mother-in_Law deterred by any of that. Dοing business in the developing world requires enοrmous patience, he tells me. Τhere's an art to refashioning products made in the U.S. tο suitΙocal tastes. . . . Αlex KuruviΙΙa, MTV's top man in Mumbai, is nοt "The misιake a lοt οf muΙtinationaΙs have made here is lοoking at the size οf the middle cΙass, multiplying byx number ofboxes peΙ persοn οrwhateveη and seeing a business that lοοks enorΙnous*untiΙ they dis_ coveη tο thefu horroη that you have to do things differently. Yοu need ιo reflect the lοca] culΙure," [Kιrruvil1a saysl. build a business in Ι:rdia, MTV cοuld. Αnd in fact, MTV Ι::rdia has built a business. Ιt's just not a big business-not yet anμΛiay-and therein lies a cautionaΙy taie about operating in unfamiliar territory. Yes, the company f,guτed out quicΗy that...
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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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...MTV GOES GLOBAL , WITH A LOCAL ACCENT CASE ANALYSIS This case talks about how MTV Networks has become a symbol of Globalization. The US based music TV network which was established in 1981 started its international expansion in 1987 with MTV Europe. After its initial failure it has adopted various International strategies and controls at the right time to regain its lost popularity, especially in non-English speaking countries like Asia and Europe. The strategy which has worked for MTV has been its LOCALIZATION STRATEGY which is to ‘get inside the heads’ of the local population and produce programming that matches their tastes and preferences. This strategy has been a big success which has helped MTV gain a combined viewership of 321 million households in 140 countries by 2004. In India the ratings increased by more than 700 per cent in 4 years (1996-2000). Localization has helped MTV to capture the advertising revenues from the multinational giants such as Coca- Cola as this company’s multinational budgets is determined locally. Advertising is the main revenue generator this industry. In Europe it gets its 70 per cent advertising revenues from local spots which was earlier 15 per cent in 1995 when it first started globalising. But all this success has not been a smooth ride for MTV when it first decided to globalize in 1987 through MTV Europe. Mtv has been a trend setter since its launch in the US. The main target audience for MTV has been the youth segment. From 1987-...
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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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...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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...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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...Media’s Affect on Youths Youths today are constantly watching television shows. Some spend the majority of their free time sitting down on the couch and watching reality sitcoms such as “Jersey Shore” or “Big Brother”. This impacts today’s young greatly by teaching them negative behavior and language, making them insecure about their physical appearance and making sexuality more essential. Reality sitcoms have a greater impact on today’s youths then we would like to believe. The negative language and behavior of youths is mostly being learned from these reality shows. Six major professional societies in the United States- the American Psychological Association, the American Academy of Pediatrics, the American Academy of Child and Adolescent Psychiatry, the American Medical Association, the American Academy of Family Physicians, and the American Psychiatric Association-… concluded [in 2000] that “the data point overwhelmingly to a casual connection between media violence and aggressive behavior in some children” (Anderson, Craig and Bushman, Brad 11-12). This comes from the fact that male and female equality has gotten much worse; most women are being viewed as something they are not when they are referred to as “bitches” or “sluts”. When this sort of name calling escalates it can lead to greater things such as a verbal or even physical fight, “Recent large-scale longitudinal studies provide converging evidence linking frequent exposure to violent media in childhood with...
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...Brad McPherson / Article Summaries Topics 1&2 / Strategy and Marketing Strategies for Learning from Failure – Amy C. Edmondson – Strategy Failure is being looked at the wrong way (Edmondson, 2011). Failure can be an important learning tool for organizations around the globe. If analyzed correctly and quickly, but also implemented effectively, failure can transform negative situations into positive growth. Failure is generally discouraged and instinctively passed onto someone else if possible; this is called the Blame Game (Edmondson, 2011). The Blame Game (discovered at childhood) discourages people from taking the blame for a mistake or failure. It leads to unsolved problems and lessons unlearned. Leaders must combat the Blame Game with the construction of a learning culture. A learning culture “makes people feel both comfortable with and responsible for surfacing and learning from failures” (Edmondson, 2011). To build an effective learning culture a leader must strongly encourage a realization of what happened or caused the problem-not who did it (Edmondson, 2011). A learning culture deals with failure in three ways: detecting, analyzing, and experimentation (Edmondson, 2011). Detecting failure is important because the longer it remains unsurfaced the worse the damages will be. It’s also crucial to effective analyze failure. Companies shy away from this because it makes everyone uncomfortable and harms self-esteem (Edmondson, 2011). Analyzing failure obtains wisdom...
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...starting this essay by saying right now I’m very content with where I am in life. Of course there’s always room for some improvement, but where I am right now I’m pretty content with being a working student who’s kind’ve scatter brained but has so many ideas in my head and dreams to achieve. Where I want to go, I really want to possibly be in a different state or even downtown Miami. Somewhere where I can branch out a little more and be way more adventurous, without any holds (my parents). And where I want to be, in a few years from now I want to be in the entertainment business whether it’s maybe managing a celebrity, or writing for a fashion magazine or even being a correspondent on a television show that reports pop culture such as E!, MTV or VH1. Furthermore, where I am right now like I mentioned above I’m quite content. I work in retail, I own a car, I have a decent income, I’m still at home with my parents but I don’t depend on them so much. I have a social life, and a great group of friends and I’m in a happy time at age 21. Although, I wish I could of course be exceeding a little more that’s what school is for! And attending school is another thing that I’m happy with, because without it I’d probably be extremely bored at home and putting my brain to no good use. Continuing on, where I want to go I’d love to be downtown in a few years from now or even in California. And I say this because I’d love to branch out and tackle a different area. I’m so used to living...
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