MTV Case Study

MTV has had to conquer mingled environmental hurdles in put in to expand their network to cash in ones chips a global audience. While the marketing scheme and the produce dodge that MTV employed was not particularly innovative, the common sense lift prove to be extremely effective.Key Environmental Challenges and the SolutionsThe major challenges that MTV faced were producing essence that appealed to a global audience and selling their product to countries with considerable ethnic differences. Initially, MTV attempted to export the Statesn culture, but soon disc overed that approach was not createing foreign audiences. In order to overcome this obstructor and in order to be successful in their endeavor MTV began to bring about guinea pig that appealed to individual cultures. This individualized approach also allowed MTV to sell their product to countries with more extreme cultural differences like Israel, Singapore, Cuba, and China.Global Entry system and the Advantages and DisadvantagesMTV entered the global market in 1987 with MTV Europe. Soon they became the largest network in Europe. As the demand for televisions and paid programming grew in other countries including Latin America and India, MTV took advantage of the opportunity. They targeted the youth market in these countries in their efforts for global outreach.These were decidedly wise decisions and appropriate since youth are as much consumers as adults are. The advantage to this strategy was that foreign youth do listen to American music, so there was definitely a market for MTVs image of programming. The disadvantage was that teens tended to be more interested in the happenings in their give birth countries. Solving this problem would be complicated and costly.Global Product dodgeThe global product strategy was to produce localized programming content that would appeal to the youth in their individual environments. This was definitely an excellent strategy since MTVs audience is for the largest part, youth and teens. Digital television and interactive work are in demand in Europe. Armed with that knowledge MTV created a service that enabled the viewing audience to acquire information on CDs, verify concert dates and cast their vote during the MTV European Music Awards from their televisions. In Asia MTV developed a different approach to programming.They created a virtual veejay who they named LiLi. LiLi is open(a) of interacting in five different languages in such ways as interviewing guests or giving the audience tips on popular culture. In Japan, MTV partnered with H&Q Asia Pacific created a service that allowed viewers to subscribe to in order to download music and entertainment news to their mobile phones.The efforts that MTV has made to reach a global audience has surpassed successful. They now own thirty-three regularize channels. They broadcast their programming in eighteen different languages in over one-hundred sixty countries. MTV is a cultural ic on that has acquired 1.8 billion viewers worldwide.