Mtv Case Study

4636 words - 19 pages

1. Company BackgroundMusic Television Channel was launched by the Media Company Warner Communication and credit card company American Express. The purpose of the company is to help the superstars of musicians to be different. During the year 1981, popular music emerged and it can be enjoyed through radio station or tape recorded. Although most of the music stars perform live at the audience but then they only reach a fraction of potential audiences. With the launching of the Music Television, most of the music stars can perform with visuals in which it added to the new dimensions of music industry. Music Television Channel was trying to revolutionize pop music and record buying. The company ...view middle of the document...

With the expansion, the Music Television channel encompasses spin offs and digital channels in which the company introduced to viewers the MTV Dance and MTV Base.2. Company's Competitive StrategyThe Music Television Channel started too sought for alliances with other media networks in order to maintain their leading status in terms of their distributions. The Music Television was owned by CBS Corporation and the Viacom in which these two companies started to sough for alliance to other media networks in order to have a support in maintaining their status on their distribution. The Music Television started to announce that they will be merging with other companies in which they believe that they can use the merger in capitalizing to their strength. The Company focus more on their broadcasting television and one of their known alliances was the National Broadcasting Company in which it supported them in terms of their news and other segment in television. NBC also support the objective of MTV in expanding their reach globally and this company supported their broadcasting to extend in the Philippines. In the year 2000 the Company was able to gain US$ 3.9 billion as their total revenue. There was also the emergence of digital cable and other platforms in which it supports the strength of MTV in maintaining their expansions. In the year 2000, the Music Television channel had their rival with the German Station Viva in which this company started to compete with other five European countries and the AOL Time Warner. The German station used to introduce a rival music channel. In looking at the constituencies of the channel, these are the factors that support them in achieving their success in the broadcasting. Cable television operator is one of the constituents of MTV which supports them in their distribution. Also the music industry in which it supports the company in terms of their programming and content, also the advertisers in which they are supporting the company in terms of revenue, the same with the audiences. These four constitutes to the success of the company and these are the focus of the company especially their advertisers. Jack Meyers, the chief executive officer of the Myers International once said that the performance and the concept of MTV was really impressive because they are the first network that was able to establish itself as a brand. They believed that the songs that used to appear in MTV are paid for by the music company in order to have their promotion but then, these songs presented in MTV served also an advertisement for the MTV itself. The viewer of the MTV used to watch an advertisement between advertisement and it was really a brilliant concept and strategy. There are different products used to advertise in MTV because they believe that the MTV Company had greater expansion. The concept and strategy used by the MTV were also tried in the past but then it was put back in the shelf and the real success of the concept was...

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