1. Group 7 Carla Marcorio Christian Bjørnli Dennis Ly Rohit Navale

2. HISTORY Established in 1981 Based in New York, USA MTV is a global media network with a channel reach of 1.4 billion people Owned by VIACOM, it has other channel partners such as Nickelodeon and VH1

3. European market in 1987 In 2004, MTV possessed 72 channels in 140 countries MTV airs over 32 languages through 133 locally programmed and operated TV channels Everyday 2 million people are watching MTV around the world, the majority outside the US

4. Competitive Power From Off-site to On-site human recourses Competitive power by including local Office of global Inclusion, as well as including diversified teams.

5. Location Factors Innovation: Mobile Entertainment Location Factors again

6. The Downturn Aired only American programs with English speaking VJ’s which did not fit the taste and preference of Europeans Only a handful of global superstars were attractive while mainly local stars were preferred amongst Europeans MTV failed to recognize this, consequently, it went in to a decline stage Local copy-stations in Europe emerged

7. The Success MTV changed its corporate strategy in 1995 MTV utilized an approach called “Localization Strategy” which would adapt to local differences across nations It still preserves its standardized look and feel originally from the U.S through solid establishment of company culture and operating principles by expatriates Now the MTV network caters for example: – Mandarin feeds for China – Japanese for Japan – English-Hindi for India

8. MTV captured about 70% of European advertising revenue from 1996 – 2000 India alone had an increase of 700 % from 1996 – 2000 Demonstrates greater success in Asia where two-thirds are younger than 35 years old Generates more than $2 billion dollars outside the U.S MTV still airs local programs to maintain its popularity such as – MTV Bakra (a real life comedy scene)

9. Conclusion MTV is now one of the biggest music channels Targets mainly young segments Has demonstrated a substantial innovative realization of changing natures Has still growth potentials

10. Recommendations Enhance distribution channels – Adaptation of mobile devices – Implement alternative centralized offices Vertical expansion of merchandising Verbal impact through environmental friendly trends Integrating interactive live communications with TV-shows