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Case Title:

"MTV in India: The Positioning Strategies"

Publication Month and Year :  July 2009

Authors: Gopal Jha Sumit Kumar Chaudhuri

Industry: Music


Case Code: MM0021

Teaching Note: Not Available

Structured Assignment: Not Available


MTV (Music Television) India is a 24-hour music channel that mainly targets viewers between the age group of 15 to 34 years. MTV made its debut in India in 1991 with a lot of American programming, which was targeted at the English-speaking young elite of India. The initiative was partially successful. In 1996, MTV was relaunched with an array of local shows and India-based programmes to appeal to a wider audience

Pedagogical Objective:

  • To discuss the strategies adopted by MTV India to differentiate and position itself firmly as the No.1 music channel in India.

Keywords : Positioning; Branding; MTV (Music Television) India; Strategy; Indian television industry; STAR (Satellite Television Asian Region) network; Marketing Strategies Case Study; Media companies in India; Music channels in India; Product life cycle; Communicating the product position; Young consumers, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • Introduction
  • MTV's Foray into India
  • The Indian Bounty
  • Positioning Strategies for a Challenging Existence

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