MTV :Building Brand Resonance

Presented By: Sumeet Naug - V3045 Manpreet Singh V3020 Nilanjana Bose V3022 Gagandeep Singh V3014 Paranjeet Singh V3024

INTRODUCTION
MTV Networks has become a symbol of Globalization. Adopted right International strategies and controls at the right time to regain its lost popularity, especially in non-English speaking countries like Asia and Europe. The rationale behind MTV's LOCALIZATION STRATEGY is to get inside the heads of the local population and produce programming that matches their tastes and preferences.

Brand Resonance
Resonance can best be explained by using the example of a playground swing. When one pushes a swing at the right time, place and force, the amplitude of the swing is increased, reaching new heights. To extend the analogy, the frequency of the swing can be compared to the natural frequency of a market, and the frequency of the push can be related to the marketing and advertising efforts in behalf of a brand. When the brand frequency equals the market frequency, the amplitude and size of the market itself will increase with those of the brand.

Problems
MTV was unsuccessful in building a Brand Resonance initially.

MTV caters to viewers fleeting interest.

Causes of the Problem

MTV did not have any long-form Programming that would keep viewers tuned in for longer periods of time. Only after suffering a decline in their ratings, they realized its importance and introduced a number of long form programs between 1986 to 1989. When MTV launched itself in Europe, they had a single satellite feed that broadcasted primarily American programming which did not cater to the interests of the Europeans. Soon, competitors took advantage of MTV s undifferentiated broadcast by establishing locally produced music channels. In the initial years, MTV did not concentrate in building its Brand Awareness with mediums such as lucrative licensing operations, merchandises, like T-shirts with MTV logo on it.

CONTD
The cable advertising market was slowing, with more advertising dollars shifting to the Internet, where MTV was not as strong. Males and other individuals were experiencing a disconnect with the channel due to focus on teenage girls. When something becomes too popular, it goes out of vogue with teens. The show The Osbournes was a hit for initial two seasons, but could not sustain the same viewers response in the next season.

Alternative solutions to the Problems

Music Television has to be redefined for each generation. So, staying consumer focused would be a major objective. MTV s global expansion strategy should have been to think and act locally . It should have launched in Europe with programs catering to the interests of European audience. Instead of focusing on just the teenage girls, MTV should have focused on the adults male as well. They should have launched programmes which would have attracted the male audience as well.

Implementation Steps
MTV should not disconnect itself from the core value of music T.V. They should not overstretch a particular show or a new programme . Every programme has its limited time so they have to keep innovating. Keep the pulse of viewer. Music T.V. has to be redefined for each generations.