MTV NETWORK

THE ARABIAN CHALLENGE

PREPARED BY : KARUN GULATI

SUNNY GOYAL
VIKRAM VISHAL
Introduction
A Global Brand Going Local
The Most ambitious & challenging Venture
The Cultural Challenge.
MTV’s Western Image
The Biggest Market outside U.S.A
The Journey of MTV

The Adaptive
The Global organization,
Strategy,1987. Launch of
Acquired by Country
Viacom specific
Diversified Inc..1986 channels,1995
into all
genres of
Launched music, in
August the first 5
1981, years.
U.S.A
Strategies for Expansion
Decentralization Structure

Autonomy & Authority

Strategic alliances &

Acquisitions

Localized form of global

popular shows.
Entry level strategy of MTV
Target Market
Strategic Alliance
,Niche,
with
Special deal with
Market
more Research
ATN (Arabic
than 10 Television
% of
Showtime, 2004
Network),2006
population.
The Marketing Strategy
Price,
Product, 40 % Free, to
Place launched
local/60% air
throughPromotion,
out the The
western. middle eastlaunch in
Biggest
the history of MTV.
The Marketing
Strategy.
The CCD Model
Create: Great
Local Contents

Deliver: Use of
mobile,
Communic
Broadband & ate:
television to reach promoting it as
to potential
Customers
a youth brand.
SWOT Analysis
 SWOT Analysis

STRENG
TH
 SWOT Analysis

WEAKNE
SS
 SWOT Analysis

OPPORT
UNITIES
 SWOT Analysis

THREAT
S
What should the company do to mitigate the risks while taking
advantage of the opportunities presented by the market?
Always work with local agent
Company 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