Abstract

MTV practiced a glocalized brand strategy in order to be the favorite music channel for its target market. It went in for local recruitment, customizing its program content to suit local needs, coming out with innovative programs, and at times following instinct rather than research. The caselet also describes the new challenges that MTV faced while airing programs based on psychographic segmentation.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Challenges faced by a broadcasting company which caters to markets around the globe
• Challenges faced by a broadcasting company while airing programs based on psycho-graphic segmentation
• and Strategies followed by broadcasting companies to attract the target ma.

Keywords

MTV, Generation X, Generation Y, Glocal strategy, The Osbournes, Jackass, MTV Networks, Uniform Brand Identity, Businessweek Top 50 brands and Brand Strategy and Planning