MTV Networks International: Localizing Globally
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Case Details:
Case Code : BSTR236
Case Length : 13 Pages
Period : 1987-2006
Organization :
MTV Networks
Pub Date : 2006
Teaching Note : Available
Countries : India, China, Japan, The UK, Italy, Australia
Themes: Globalization
Industry : Media,
Entertainment, and
Gaming
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BSTR236) click on the button below, and select the case from the list of available cases:
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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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"MTV is a global brand which thinks and acts locally. We
reflect the taste and demands of our viewers and this differs in each market.
Thus the need to create specific channels (in each country) that meet the needs
of our target audience."1
- David Flack, Senior Vice President of MTV Asia's Creative
and Content Division, in 2003.
"We came out of the gate intuitively thinking that you
have to be local to connect with the audience. That it wasn't only about the
language and the music, but sensibility...even though the brand can be the same
everywhere."2
- Bill Roedy, President of MTV Networks International, in
June 2005.
MTV Networks - Globetrotting
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On August 18, 2006, MTV Networks International (MTVI) launched a 24-hour music
channel called MTV New Zealand at an event held at Aotea Square in Auckland, New
Zealand. The event also marked the re-launch of Nickelodeon3
in a localized format in New Zealand. Both the channels were to be available on
Sky Television.4 The localized MTV New
Zealand channel (which was expected to reach an estimated 650,000 homes) was to
be a platform for musicians from the country to showcase their talent.5
MTVI, launched in 1987 in Europe, was the international arm of MTV Networks (MTVN),
the largest media network in the world.
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MTVI, which included MTVN's core channel MTV and its sister
channels outside the US, was growing at a rate of 20% annually, as of mid-2006.
It was also the first international television network to broadcast channels in
local languages with localized content in various countries around the world.6
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In the 1990s, MTVI realized that to be successful
globally, it had to adopt a 'region-centric' approach. Therefore, the
network began operating localized versions of its channels in addition
to acquiring local channels in many regions.
As of mid-2006, MTVI catered to an audience of more than one billion,
and had a presence in 179 countries across Europe, Asia, Latin America,
and Australia.7 Apart from its
flagship channel MTV, it had a number of other channels in its
portfolio. The network operated around 130 channels in more than 25
languages worldwide. In addition, it operated some broadband services
and more than 130 websites.8 |
MTV Networks International: Localizing Globally
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