PRESENTED BY

MOHD.ARISH

RESEARCH ON MTV

“thinking globally “ and “acting globally”

MTV's pre-history began in 1977 Numerous events led to the debut of MTV: Music Television in

1981 After MTV's debut, other networks took notice and launched

similar projects. The original programming format of MTV was created by the

visionary media executive. MTV: Music Television launched with the words "Ladies and

gentlemen, rock and roll,"

INTRODUCTION

MTV faces a big challenge in its hands—the challenge to choose advertisements that mirror the sentiment shared by youths across the 64 countries. They still retain their national identities and cultural values; and the challenge to adopt services that would give a positive perception to local mainstream viewers.

CHALLENGE When it came to the Internet the natural progression for MTV was to create

a strong web-presence that reflected the brand identities associated with the MTV stations.

SOLUTION MTV devised a comprehensive questionnaire that covered a number of

important areas, including hobbies and interests, expenditure on personal goods. The questionnaire was then placed on the MTV web site, along with an incentivisation of CDs for a few lucky winners drawn out of a hat.

 

PROBLEM IDENTIFICATION

MTV's logo, the large block letter "M" with graffiti-style letters "TV" superimposed and the words "Music Television" underneath, quickly became ubiquitous and instantly recognizable in popular culture.

"I want my MTV!"

original logo MTV

OLD LOGO OF MTV

BRANDING & LOGO

SEGMENTATION:Demographics. MTV reaches 64 countries with its six affiliate broadcasting arrangements across the world.

Socio-cultural. MTV adjusts its advertisements to its affiliate units accordingly.

Language is also a vehicle for local customization.

 TARGET MARKET: The target market would be the local population with age ranging from

18 to 34. Its target audience as well as in the different sectors of the society

through parents, elders and politicians. MTV caters to the upper part of the youth in terms of financial

brackets. It wants to connect to these people in the upper echelon what is hip, trendy, as well as informational.

The target audience of MTV are teenagers and young professionals

This represents the youth—students and young professionals

POSITIONING: MTV and is positioning itself as the world’s most influential music

and lifestyle icon for the youth. It has also delved into informed, aware, and concerned vehicle for

change in the youth. Levi Strauss is one of the world’s most recognized leading distributor

in the mercantile industry. It would definitely want to advertise globally on MTV for the primary

reason that MTV connects to the upper echelon of the market.

MARKETING MIX:ProductPricePlacePromotion

The premiere of the short-lived FNMTV in 2008. MTV has used a revised, chopped version of its traditional logo during

most of its on-air programming. The revised logo is largely the same as MTV's original logo. It excludes the "Music Television" caption, the bottom section of the

"M" block letter, and the trailing letter "V" that branched off to the side of the original logo.

The new 2010 logo is designed to be filled in with an unlimited variety of pictures and images.

This new logo formally became MTV's official brand mark on February 8, 2010.

REBRANDING 2010

THANK YOU