MTV Networks International: Localizing Globally
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR236 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
Themes
Globalization |
| Case Length |
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13 Pages |
| Period |
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1987-2006 |
| Organization |
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MTV Networks |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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India, China,
Japan, The UK, Italy, Australia |
| Industry |
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Media,
Entertainment, and
Gaming |
Abstract:
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MTV International (MTVI) was the first major international television network to
broadcast its channels in regional languages around the world. MTVI was first
launched in Europe in 1987, and later expanded to many countries. In the 1990s
the network realized the importance of a 'region-centric' approach, and launched
localized versions of its channels in regional languages.
As of mid-2006, MTVI reached an audience of over one billion, and operated around 130 channels in more than 25 languages. In addition to the television
channels, the network operated broadband services and about 130 websites. MTVI
adopted the policy of "Think Globally, Act Locally".
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The network not only launched localized
versions of its channels, but also acquired several local
channels in the countries in which it operated.
This case discusses the localization strategies adopted by MTVI
to expand globally. It also talks about the shift in MTV's
target audience's preferences from television to online media.
It concludes with a discussion on whether MTV can reinvent
itself to maintain its relevance to the youth audience, and how
the company can meet the challenges posed by emerging media.
Issues:
» To understand the role and importance of localization to global companies
» To analyze the localization strategies adopted by a major media company, in
its global expansion
» To study the impact of language and culture on a media company's global
expansion
» To analyze the impact of emerging media like the Internet on traditional media
Contents:
Keywords:
MTV Networks, MTV International , Viacom Inc. , Music
channels, Region-centric approach, Television programming, Localization
strategy, VH1, International expansion, "Think global Act local", Online video
sharing, Globalization, Channel [V], Youth brands, Nickelodeon
MTV Networks - Globetrotting
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