Business Case Studies, Positioning, Repositioning and Reverse Positioning Strategies Case Study, Changing Face of MTV

print page
Tell A Friend
Bookmark
 

Case Categories

Positioning, Repositioning and Reverse Positioning Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

The Changing Face of MTV

Publication Year : 2007

Authors: Ramamurthy Nambi, Bharathi S. Gopal

Industry: Entertainment

Region:USA

Case Code: POS0034B

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
In the early 21st century, MTV (Music Television), a popular cable channel, faced threats from new entertainment options like online videos, podcasting and do-it-yourself music mixes. These new forms of entertainment easily lured away young audience of MTV. After witnessing the loss of viewers, MTV realised the need to hold its audience. To make use of the growing popularity of digital entertainment and to increase its audience, MTV decided to transform itself to the needs of the digital age.

As a major step in digitalizing the process, it collaborated with Microsoft in creating MTV Urge, to cater to the on-line music download market. It also launched MTV Flux which allowed viewers to choose the programmes that they wanted to watch. This helped MTV to integrate the traditional TV channel with the internet. For wider distribution of its content, MTV also forged alliances with mobile phone companies like Vodafone, Orange, and DoCoMo. It remained to be seen whether MTV’s attempts to would raise the popularity and acceptance among the new age viewers.

Pedagogical Objectives:

  • To understand the emerging entertainment options
  • To study MTV’s growth over the years and its strategies to capture new markets
  • To analyse the competitive threat posed by the new age digital entertainment options to MTV
  • To examine the strategies of MTV to adapt to the changing environment.

Keywords : MTV; MTV Urge; MTV Flux; MySpace; MTVN; MTV Overdrive; VH1; Viacom; Restructuring / Turnaround Strategies Case Study; Atom Entertainment; Microsoft; Neopets; Vodafone; Nickelodeon; MTV digitalization process; Judy McGrath

Contents:

  • The MTV Saga
  • MTV Loses Its Audience and Control
  • MTV's Measures to Beat Competition
  • MTV Urge

  • MTV Flux
  • MTV Overdrive
  • MTV on Mobile Phones
  • Looking Ahead

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap