Abstract

The case examines the rivalry between leading music television channels in India, MTV and Channel [V] during the late 1990s and early 2000. The reasons behind MTV exiting India, in the launch of Channel [V] and MTV's re-entry have been discussed. The reasons behind Channel [V]'s initial success that prompted a strategic shift in MTV's programming mix have been also detailed. The case explores the various measures undertaken by MTV that enabled it to become the market leader at the cost of Channel [V]. Finally, the restructuring efforts undertaken by Channel [V] to compete with MTV and the results have also been examined.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Competition between television channels
• programming mix
• brand building.

Keywords

Rivalry, music television, channels, India, MTV, Channel [V], 1990, 2000, India, re-entry, strategic shift, programming mix, market leader, restructuring efforts