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MTV Vs Channel V

MTV and Channel V are the two largest music television channels in Asia that have been competing for viewership for many years. While MTV was the original pioneer, Channel V was able to fill the vacuum when MTV left Asia in 1994 by focusing on localized content. In recent years, MTV has seen significantly higher online search trends than Channel V, driven largely by the popularity of MTV reality shows like Roadies. Both channels are focusing on expanding their online and mobile presences to engage youth audiences, with MTV currently having an advantage through partnerships for mobile music and social networking.

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Puneet Gogna
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260 views17 pages

MTV Vs Channel V

MTV and Channel V are the two largest music television channels in Asia that have been competing for viewership for many years. While MTV was the original pioneer, Channel V was able to fill the vacuum when MTV left Asia in 1994 by focusing on localized content. In recent years, MTV has seen significantly higher online search trends than Channel V, driven largely by the popularity of MTV reality shows like Roadies. Both channels are focusing on expanding their online and mobile presences to engage youth audiences, with MTV currently having an advantage through partnerships for mobile music and social networking.

Uploaded by

Puneet Gogna
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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VS

Marketing strategies of
MTV vs. CHANNEL[V]
Presented By:
Puneet Gogna
MBM-II Sem
The History of Music Television in Asia
 MTV began broadcasting via satellite on the
star network in 1991
 When Murdoch’s New Corp. acquired Star TV,

MTV left the Asian scene(1994)


 MTV Networks Asia were launched in 1995
War within Asian Music industry
 ‘Channel V was the first in the market with a
localized approach and MTV copycatted that’
says Channel V.
 ‘We’ve tried to stay clear of mud slinging but

Channel V is throwing out more smoke than


the ice machine in a rock concert’ says MTV
Networks Asia
Restructuring for the next phase of
the industry development
 Rapid growth and zero profits
 Channel V restructured their operations,

Greater china and India feeds; Western music


content for Israel and Japan; conversion to
digital encryption.
Breakthroughs
 Both channels increased their
webcasting/online presence:
1. www.channelv.com

2. www.mtvasia.com
 China has been earmarked as the market of
tomorrow.
VS

Which channel is more hit Online?


VS •India’s 2 biggest Music channels have turned into
7.5 : youth entertainment and reality
•MTV and Channel V are fighting it strong to connect
1 with youth since many years now
•Our research shows that on online search trends
MTV is far ahead of Channel V
•In last 3 years the gap between the search trends
for the 2 brands have increased manifold and MTV
has completely out written channel V
•MTV average search in last 7 years is 7.5 times of
5:1 Channel V and for last 1 year is 5 times
•MTV reality shows are the major searches and
completely out shadow channel V shows
• In year 2007 and 2008 the successful introduction
of sequence of reality shows Roadies, splitsvilla and
stunt mania are the major reason for increased
search
•In last 1 year ever since roadies 8 started the online
search trend for MTV shows a steep upward trend
Mtv trends last 1 year
 MTV is definitely the
number 1 music channel
for online audience
 The most impressive
finding is that people from
Orrisa, MP and Punjab are
the highest searcher and
not the ones from Delhi
and Mumbai
 Roadies is definitely the
most successful venture for
MTV
 Following are the mtv
activities that gained
maximum online interest:
◦ ROADIES
◦ MTV splitsvilla
◦ MTV stunt mania

 The search for new concept


“girls night out” is among
the rising online searches
about mtv
Channel V Trends last 1 year
 Channel V is not as
popular among online
search compare to Mtv
 A striking fact is that the
online search zones for
channel V are limited to
only 5 states with Delhi,
MP and Maharashtra as
leading searchers
 Now the question for
channel V is why they
have these limited online
search regions?
 Following is the list of
channel V initiatives that
gained high online rating
◦ Roomies
◦ TLC
◦ Dare to Date
◦ Love net
 Roomies definitely was
channel V’s different
initiative and as far as
online search points it
was successful in creating
buzz among the viewers
 TLC the channel V reality
The Battle contd…..
Strategic Questions
 Is there room for two music channels in
Asia?
Do we think MTV and Channel V should
merge?
 In this age of globalized markets, is it

necessary to adapt the channels to local


markets?
 Has Channel V done enough to differentiate

it from MTV Asia?


Corporate level Strategy: Winner takes all

What’s next? Merger/


Partnership,
Webcasting, Mobile
Music, Artist
Endorsement

Branding is
MTV dropped from
necessary: Co-
Star TV in 1994:
branding,
Disagreement on
Licensing,
local content
Merchandising

VS

Both companies Channel V filled


pursue the growth the vacuum:
area: India-moment of Introduced new
truth, China-Gaunxi. Channel with local
The winner takes all
content

In 5 years Channel MTV strikes back on


V admitted losing may 1995:
Customizing its
$100 m: Lost to product to each major
the market target and relied on
traction local stations
Corporate Strategy Level: MTV
 Webcast:
“Right now I don’t really view(competition) as a problem because MTV has
an Internet presence and they are the main brand”, says Robert Routh,
Managing Director at JEFFERIES & co.
 Merger:

 It could be partner with more sites in future: a prime candidate to merge

with Yahoo
 As evidenced by Viacom’s bid for MySpace MTV is looking to advance in

social networking arena.


 Mobile Music:

 Already have a production site on: http://www.mtv.com/mobile/#/mobile/

 Motorola has partnered with MTV International in launching ‘Head and


Body’, a new entertainment series especially produced for mobile handsets
 Artist Endorsements:

 Work with Motorola for special arrangements


Corporate Strategy Level: Channel [V]
 Webcast:
Channel [V] online chat(7/03/01) has launched a new online chat for Australia’s
premier music pay broadcaster Channel [V]
 Merger & Partnership:

 Wireless provider KONG ZHONG(KONG) has linked an agreement with Channel V

becoming the exclusive strategic partner of the music channel in mainland China.
 Star intends to introduce Simcasts system for a wide range of interactive

applications across its network of channels. The system has been deployed in
successful trials in China and India, involving chat and voting applications on
“Channel V” and the Hindi entertainment channel Star One
 Mobile Music:

 Channel [V] India has tied up with cellular operator for its talent hunt show:

MOBILE SINGER
 Artist Endorsements:

 Mr. Amar K Deb. Head Honcho, Channel [V], told business line, “Talent

management is an area which is being looked at for generating seizeable


revenues”.
THANK YOU

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