MTV NETWORK THE ARABIAN CHALLENGE

PREPARED BY : KARUN GULATI SUNNY GOYAL

VIKRAM VISHAL

Introduction

The Most ambitious & challenging VentureThe Cultural Challenge.MTV’s Western ImageThe Biggest Market outside U.S.A

A Global Brand Going Local

The Journey of MTV

Launched August 1981, U.S.A

Diversified into all genres of music, in the first 5 years.

Acquired by Viacom Inc..1986

The Global Strategy,1987.

The Adaptive organization, Launch of Country specific channels,1995

Strategies for Expansion

Decentralization Structure

Autonomy & Authority

Strategic alliances & Acquisitions

Localized form of global popular shows.

Entry level strategy of MTVSpecial deal with Showtime, 2004

Strategic Alliance with ATN (Arabic Television Network),2006Market ResearchTarget Market ,Niche, more than 10 % of population.

The Marketing Strategy

The Marketing Strategy.

Product, 40 % local/60% western.

Price, Free to air

Place , launched through out the

middle east

Promotion, The Biggest launch in

the history of MTV.

The CCD ModelCreate: Great Local

Contents

Communicate: promoting

it as a youth brand.

Deliver: Use of mobile,

Broadband & television to reach to potential

Customers

SWOT Analysis

SWOT Analysis

STRENGTH

WEAKNESS

SWOT Analysis

OPPORTUNITIES

SWOT Analysis

THREATS

SWOT Analysis

What should the company do to mitigate the risks while taking advantage of the opportunities presented by the market?

Always work with local agentCompany should try to come up with more

varied programs which suits the market.Company should give more emphasis on

reality shows like roadies & splitzvilla in India which cater to the needs of younger viewers.

Company should come with exclusive deal with Arabic and global stars so that people find it interesting to attach with.

MTV