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Page 1: Mtv case study
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PRESENTED BY:

ARPITA BHARGAVA HIMANI BHATNAGAR HIMANI SHARMA KOYEL CHANDA PRIYANKA CHAKRABORTY SAKSHI LUNIAL

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INTRODUCTION

New York based American cable television channel and a division of Viacom .

Launched on August 1st 1981 by John Lack.

He envisioned MTV as a visual radio station

Currently, MTV reaches over 300 million households worldwide.

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HISTORY

Original idea was to show music videos all day in stereo, in US.

It gave advertisers to reach 12-34 year old audience for album-oriented rock.

It launched in Europe in 1987 and went global for the first time.

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MTV’S SUCCESS SECRETS…

Sale of MTV to viacom international Inc. in 1985 changed from its status as a perceived fad to that of a cultural institution.

MTV as a distributor of cultural fare not only focused on rock and roll music but to entertain audience with something more than a constant stream of videos.

MTV now changed the format of the channel to make resemble to that of a traditional television.

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Continued…

Pop culture game show aired for 3 seasons beginning in 1987.

MTV unplugged in which artists played acoustic version of their songs beginning in 1989.

MTV is associated with forces of freedom and democracy around the world. MTV Europe debuted in 1987 to dire straits chant of “ I want my MTV” in their “Money for nothing” video.

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MILESTONES OF MTV

Increase in the sales of tapes and records in regions carrying MTV cable signals in October 1981.

In 1982, Nielsen survey reported that 85% of viewers watched the channel, averaging 4.6 hours per week.

Daily Variety in 1983 found that MTV viewers are more influenced by the cable music channels than by radio, concerts and commercial TV.

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Continued…

By December 1983, the channel reached 22% of all American household or 18 million households.

Advertising revenues in MTV’s first 18 months came to a total of $7 million.

In 1983, at least 140 companies, selling 240 products, advertised on the channel, generating revenues of $25 million

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MTV- Its Controversial !!!

Channel earlier didn’t show videos of the urban contemporary and R&B music artists which prevented the company from producing the promotional vehicles.

There are certain videos which were censored to eliminate drugs, sex violence, racism etc from them.

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Continued…

In 2005 the parent television council released a report called MTV smut peddlers targeting kids with sex, drugs, and alcohol. British television series ‘Skins’ In 2011 was a great controversial show.

MTV promoted controversial subjects on television.

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DOWNFALL

Illegal downloading of music through internet.

Music producers and consumers debated copyright and usage issues.

Rise of sites like YouTube affected viewership of MTV.

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Internet began to draw audiences away from television screens.

Controversial shows on MTV was a reason of its criticism and its rating suffered.

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RECOMMENDATIONS

Introduce shows that can be viewed along with family.

MTV can also introduce music lessons for its viewers.

Introduce different genres of music which can cater to a wider audience.

Start reality shows on hunt for musicians (not only singers) who play various musical instruments.

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Put restrictions on video streaming sites to show their video content before a certain date.

Do away with shows which encourage verbal and physical abuse.

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CONCLUSION

Though MTV’s demise has been predicted a lot of times but so far it has proved to be a strong player amongst the music channels and a refection of youthful energy. It has always strived to come up with new and exciting shows and has been always more than just a music channel.

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THANK YOU !!!!


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