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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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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Excerpts
MTV Network's International Expansion
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When MTVI was formed in 1987, the executives at Viacom reportedly believed that
anything that worked in the US would work anywhere in the world. Consequently,
MTVI began by airing programs similar to those broadcast in the US. However, it
soon realized that the audience in various regions preferred localized content,
which included music videos and shows by performers from those regions. MTVI
adopted the policy of 'Think Globally, Act Locally', in the mid-1990s and began
to launch separate channels in its different regions. Although many programs
were adapted from American originals, the channels were presented in a localized
format. MTVI tried to establish MTV as a 'global brand' with a 'local outlook'.
(Refer to Exhibit II for some of MTV's international logos in different
regions)...
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MTV Networks Asia-Pacific
MTVN Asia-Pacific consisted of MTV's Asian and Australian operations. It was
established in 1994 with its headquarters in Singapore. The three MTVN branded
channels that were available through this subsidiary were MTV, Nickelodeon, and
VH1. Each of the three channels had their localized versions in many countries
in the region...
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Other Localization Moves
MTVI, like MTVN, was known for providing a platform for new musicians.
Many musicians, who were unknown outside their regions earlier, became
global names after having been featured on MTV and its sister channels.
For example, Shakira, a Columbian singer, went on to win the Grammy and
Latin Grammy awards after she was featured on MTV Unplugged.
This established her as one of the leading singers on music charts all
over the world... |
Outlook
According to some analysts, the biggest advantage that MTVI had over its
competitors was that it was one of the early entrants on the international music
scene. Therefore MTVN was able to make inroads into international markets before
other networks. After MTVI was launched, several regional music channels began
sprouting up in many countries...
Exhibits
Exhibit I: A Note on Viacom Inc.
Exhibit II: Some of MTV's International Logos
Exhibit III: Channels under MTVI
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