Business Case Studies, Strategic Alliances, Collaboration and Joint Ventures Case Study, MTV-Google, Online Media

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Strategic Alliances, Collaboration and Joint Ventures Case Study

Case Title:

MTV-Google Alliance: Sharing Video Across The Online Media

Publication Year : 2006

Authors: Supriyo Bose, Kumar Satyaki Ray

Industry: Entertainment


Case Code: SCJ0013K

Teaching Note: Not Available

Structured Assignment: Not Available

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In August 2006, MTV Networks formed a strategic agreement with Google to share its video content across Google’s network. The innovative video distribution model enabled Google to distribute ad-supported video content to niche websites and blogs targeted at teens and young adults. With online advertising market forecasted to grow to $26.4 billion by 2010, the deal aimed to generate interests among content owners, web publishers and advertisers, and create new revenue opportunities for both Google and MTV.

The case offers scope to discuss the emerging avenues in the Internet in the backdrop of the video distribution deal of MTV and Google.

Pedagogical Objectives:

  • To understand the changing dynamics of video content in the Internet
  • To discuss the growing significance of online advertising as a leading advertising vehicle for companies
  • To discuss the business model of Google and its sustainability in the long-run
  • To discuss how brand awareness could be increased by innovative marketing campaigns
  • To critically analyse the competitive forces shaping the video content industry in the Internet.

Keywords : Mergers,Acquisitions,Alliances Case Study;MTV (Music Television) networks; Google; On-line advertising; Video content; Adwords; Cost per click (CPC); Adsense; MTV overdrive; YouTube; Guba; Google video; Yahoo; MSN (Microsoft network); Viacom

Contents : 
Brief Profile Of The Company
Google-Mtv Video Deal
Total Revenues Of Viacom
Search Query Handling Procedure Of Google
Advertising Revenue Of Google
Internet Search Engine Market Share In The Us
Video Sharing Sites: The Top 12 Rankings

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