...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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...WORLD INSTITUTE & LANCASTER UNIVERSITY | MTV: BUILDING BRAND RESONANCE | MARKETING COMMUNICATION & BRAND MANAGEMENT | MODULE CODE: GMSI 585 | 11/19/2010 | | [AN INDIVIDUAL ASSIGNMENT ABOUT MTV’S BRAND EQUITY AND ITS BRAND IMAGE AND DIFFERENT STEPS TAKEN TO BUILD ITS BRAND RESONANCE] | Submitted By: Module Leader: gazal babel Mr. ABHIJIT CHANDStudent Id: 030109061 | PGDBM(Marketing) | | What is the MTV brand image? How valuable are the MTV brand associations? What should its core value be? Since its debut in 1981, MTV has always tried to strengthen and reinvent its own image. It has build a powerful youth oriented brand globally. Started as an all music video channel, MTV focused on the youth and their taste of music. It also acted as a star creating channel making known to the world lesser known artist and their music. It strives to build by having hot, up and coming bands and individual artists to perform on their shows and also showcase them on their website. The effect of this branding of up-and-coming bands attracts the 18 - 24 male and female audiences. MTV’s strength has been its “revolutionary youth pop irreverence”. Also it's branding image for the 25 – 34 viewer segments...
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...channel since its launch in 1981. MTV developed a reputation for being able to provide localized content wherever it goes. However, 2007 was a great year for a tremendous challenge. As experts affirmed, the launch of MTV Arabia in the Middle East was the biggest challenge MTV had faced since its foundation. It was a big challenge for many reasons. First, the cultural difference between the Middle East and the west is incredibly different. Second, the Arab acceptance of a western brand could be tough. Then comes the ambiguity about the success of the localization strategy. Also, the possibility of MTV Arabia to be altered by the local programming could be expected. There is a considerable number of existing Arab music channels, thus, the competition might be difficult as they have the same focus as MTV Arabia. Although those challenges, MTV Networks invaded the Arabian market and applied a business strategy that enabled it to build a solid infrastructure. This paper analyzes the challenges that MTV faced during this process and the strategy that it applied to move forward highlighting its pros and cons. We will also analyze its success and survival in the market. Launching MTV Arabia in the Arab world is the most challenging process that MTV went through. Dana El Baltalji, a special Projects Manager, Trends magazine in Dubai said: “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...
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...MTV Networks: The Arabian Challenge Introduction The MTV Network (Music Television) is a global brand which introduced the concept of a cable music channel. It was launched in America in 1981 and quickly its popularity spread to other similar channels across the world. Over the years MTV developed a reputation for providing programmes with a localized content without diluting down what MTV stood for. MTV using its open western culture and sometimes controversial content was known to air sexually explicit and provocative programmes to a youthful audience. The Middle East is highly individual and religiously and politically sensitive region with no fewer than 35 Arabic regional dialects. However with a cash rich oil industry and a population of some 120 million people under 25, it is no wonder MTV joined forces with Arabia Media Group (largest media group in UAE) to launch the Arabic version of MTV in November 2007. As a free to air music television channel, it was launched and rebranded as MTV Middle East. MTV Arabia shows Arabic music videos and locally produced programmes as well as popular US programmes such as the “The Hills” and “Jackass.” There are approx. 370 other free to air channels in the region. The market is reported to be worth 2.5bn to 3bn US dollars and is growing at a rate of approximately 30%. Another important factor is that there is no established TV rating system which means advertisement slots are being sold against shows that the ruling families...
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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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...MTV India – 78-665-02 Travis Lafferty – 104310841 Muhammad Majid - 104329571 Syed Husain - 103707301 MD Maruf Chowdhury - 104300198 Mushfiqur Rahman - 104336715 The University of Windsor MTV, originally Music Television, is an entertainment and music based television channel owned by Viacom. In each region MTV is in it aims to target the youth, specifically teenagers, via specifically created shows to appeal to the specific region they are in. MTV currently broadcasts in more than 170 countries and in 32 languages. There are 136 distinct MTV channels and 230 different web sites. This allows MTV to target each region specifically and develop different programming for each region, as what the youth enjoys varies greatly by region. MTV first launched in 1981 as a basic cable channel dedicated to music in the United States of America. The original target market was young adults, specifically those aged 15-34 as this would allow them to target at least one quarter of Americans. The channel was hosted by VJs, or video jockeys. MTV began to expand outside of the US market by entering the European market in 1987. They then began to expand even further around the world, specifically the Asia Pacific region, focusing on India and Pakistan. MTV India was launched in 1996. Launch of MTV India MTV India had a first mover’s advantage in India as it arrived before any of its competition. However, they first made the mistake of simply coming to India as MTV, with no changes to...
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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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...MTV Networks: The Arabian Challenge TEACHING NOTE ABSTRACT MTV Networks (MTVN) had over the years developed a reputation for its ability to provide localized content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel’s history. While the market in the Middle East offered MTVN with huge opportunities due to its huge youth populace, MTV’s controversial content that was known for angering religious, political, and conservative communities could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV’s global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel. TEACHING OBJECTIVES & TARGET AUDIENCE The case will help the students to: • Understand the issues and challenges in entering and expanding operations in new markets which were culturally different from the organizations home/traditional/existing markets. • Understand the pros and cons of entering a new market with a standardized/adapted product to suit local preferences. • Analyze MTVN’s strategy in the Middle East, identify challenges and explore strategies that the channel could adopt in the future This case is...
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...time favorite music artists. He motivates me and puts me in a positive attitude with his original lyrics. The song “Successful” in the album So Far Gone and Ready sticks out as one of my favorite songs record by Drake. He pushes past the dilemmas in his life and all the dislike everybody throws at him but still does what he wants to do. Compared to other rappers, Drake has by far the most meaning in every song he produces. Drake has a music style that isn’t like any other; most of his lyricism is in regard to being rich and famous and also past relationships with strippers. “Drake's sound is labeled as "soft" for his genuine, forgiving lyrics and expressive melody.” (Lester). What is another thing that sets him apart from the rest is he has a wide vocabulary in his rhymes that he produces; you can tell that he is very high educated. From the album Take Care I can sing every song on that album because you can understand Drake when he raps. “Drake has a unique musical style that has set him apart from his Young Money counterparts, especially in his latest effort album “Take Care” (Markman). Drake wouldn’t of made it his far in the rapping game if it wasn’t for his influences in his life along the way. He states Kayne West was one of his idols and favorite rappers in Hip-Hop (Rodriguez). In a interview with SoulCuture TV Drake said that singer Aaliyah has the biggest influence his career (Oaks.) “She has biggest influence on my music because – as much as my music may be...
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...expressed have changed over time, but one thing has remained the same, racism issues will continue to often be expressed through music. The one thing about music that doesn’t apply to any other form of expression is that an artist can say almost anything that he or she wants to say, with little to no repercussions. Music continues to fully express the feeling or thoughts of individual cultures or a society as whole. Racism continues to be a major focus of music. “Say it loud” (I’m black and proud) by James brown (Brown, 1968) Brown uses a “call and response format in this song. The name of the song is a call to power. It is a call for blacks to embrace the fact that they are black. The song came out in the perfect time. The civil rights act of 1964 and the voting rights act of 1965 had just been passed, much to the dismay to many whites. That is very important when analyzing this song because James Brown was standing up to the views and opinions of his white counterparts. Brown seemed to portray through the lyrics of this song that just because blacks were told they had equal rights and blacks could vote, didn’t necessarily mean they were equal . This song also addressed issues about an overwhelming number of blacks continuing to live in poverty, James calls blacks to rise up and become economically, self-sufficient. What very interesting about this song is the fact that James Brown knew that this song would be very controversial, for the simple fact that he was demanding...
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...JoinSearchBrowseSaved Papers Home Page » Philosophy and Psychology Music Video Effects on It's Listeners In: Philosophy and Psychology Music Video Effects on It's Listeners Music Video Effects on its Listeners EN 1320 / Composition I Music Video Effects on its Listeners Some would argue that these videos are simply a way for musical artists to express themselves in a way that they normally could not with just music, but statistics and research would argue otherwise. Studies have shown that a vast majority of music videos today have a negative impact on adolescents. These videos have a large influence on how teens view themes such as sex, drugs, violence and even influence their behaviors like how they see themselves and how they think they should fit in by establishing gender stereotypes. These themes are very dangerous as most of today’s youth get their information from the media. While some music videos are seen as an art form, they force much of today’s teens to hold very unrealistic views of life by skewing what their priorities and goals should be. Today’s music and its videos have a huge influence on many factors of a young adolescent’s life. One aspect in particular is sex. Studies have shown that sexual content appears in more than 75% of the videos being viewed (Ashby, 2005). Needless to say, this is a very high exposure of sexual content in music videos. The dangerous part of this is that young impressionable...
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...James, Trinidad and Tobago and raised in South Jamaica, Queens, New York. She is a famous singer, song writer, rapper and actress. Nicki Minaj is known as the Queen of hip hop and one of the most famous rappers today. The amazing singer released her first album called Pink Friday in 2010. One of the most popular songs in the album was called Super Bass, which became her signature song (A&E Television Network, 2015). Nicki Minaj initially was discovered around 2007-2009 after releasing three mixtapes which then became noticed by Young Money Entertainment in 2009. Since then Nicki’s music made number one on the U.S. Billboard 200 with songs like ‘Starships’, ‘Anaconda’ and ‘The Night Is Still Young’. “She has won four American Music Awards, eight BET Awards, two MTV Video Music Awards, two MTV Europe Music Award, five Billboard Music Awards and Billboard Women in Music 2011 Rising Star award” (A&E Television Network, 2015, n.p). The five questions I have decided to ask are followed by the answer that was provided by the individual. They are as follows: Nicki Minaj, it is said that you are currently involved in a...
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...University Glamorizing Teen Pregnancy It’s a beautiful thing to bring a child into the world. The ability to produce life comes with more responsibility then “parents” have acknowledged initially prior to their parenting experience. Being a parent is accompanied with lifelong ties. Not only does bearing a child into this world mean lifelong ties, it also commences the genesis of future generations. However, the media takes the time-honored meaning out of the word “family” and the sentimental beauty out of pregnancy by making it seem attractive and desirable. MTV’s reality TV show ‘Teen Mom’ is supposed to exhibit the struggle of young teenage girls being pregnant and displaying the attempt of young parenthood. However, the personal burden of parenthood seems to be surpassed. Instead, the focal point appears to be the climatic drama between the mother of the child and the baby’s father. “These girls are ignoring the fact that this decision must be followed by a lifetime of responsibility,” says Rabbi Shmuley. Perhaps the young teenagers are more intrigued by the front page tabloid covers and big endorsement deals. Rather than understanding the encumbrance of caring for another human life. “The show is a ratings boom for the network and the young women have become stars, earning six figure incomes and gracing the cover of tabloids,” says Juju Chang in the article “Pregnancy Pressure: Is MTV’s ‘Teen Mom’ Encouraging Pregnancy for Fame?.” “It’s not glitz and glamour, it is hard work...
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...of Billboard hot 100 with their four first major labels “I Want You Back”, “ABC”, “The Love You Save” and “I'll Be There”. It became noticeable that Michael is the most talented member of a band so he began a solo career in 1971 and released his debut album “Got to Be There” in 1972. In the early 80's, Jackson became a dominant figure in popular music. The music videos of his songs like “Beat It”, “Billy Jean”, “Thriller” were credited with transforming the medium into an art form and a promotional tool. Popularity of his videos helped to bring a new TV channel MTV to a fame. Jackson's album “Thriller” (1982) is the best-selling album of all time with his other albums also in top 10. This unique case of extreme popularity and fame from such a young age made Michael Jackson a mysterious figure surrounded by more rumours and legends than any other artist. Even now, after his death in 2009, it's hard to tell what is true and what is false and even to describe what exactly image Michael Jackson has because his personality is really controversial and there are so many aspects and variations in his career. Although there are no doubts about Jackson's talent as a singer, dancer, songwriter and performer, scandals and rumours made him even more popular at least in some stages of his career, but also it would be right if I say that those scandals ruined his life. One day he is interviewed by a journalist and gives the impression of pretty shy, spiritual and mysterious genius who was...
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...bandleader and composer believes that for music to grow or become anything, the artist must experiment and try new things. Herbie Hancock's theories allow for the movement of jazz music from the traditional to a more progressive new form. He believes what makes history is what music reflects on. Music has made an impact on all levels in history. The early days of jazz provided many styles, which highlighted the talent and innovation of African American music including Ragtime and Dixieland. Ragtime also contributed to the movement of African Americans to march against racism. Dixieland was a form that made a mockery of how Caucasian people danced. Soul is the movement of power to African Americans, all of which reflected what was going on in history during that time. For traditional jazz to be played in the present time would have no meaning to the people playing it. For instance, a young jazz musician playing Charles Mingus' song "Fables of Faubus" (which was about the wrong doings of governor Faubus) would have no meaning to the musician because he/she never lived that era. As for new, recent music, the artist plays what he/she feels in respect to the present. For instance, Herbie Hancock's new album came out about a month ago called "Possibilities". This album was called his "all-star project" (Downbeat; Pg 38) because it featured new artists like John Mayer, Christina Aguilera, and Paul Simon. The album depicts a movement of music in how a new form of jazz, soul, and pop...
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