Consumer Behavior-Mtv Final (2)
-
Upload
anilibs -
Category
Entertainment & Humor
-
view
769 -
download
1
description
Transcript of Consumer Behavior-Mtv Final (2)
![Page 1: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/1.jpg)
Group Group 66
![Page 2: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/2.jpg)
Inception : 1981
Catered to Generation X and Y
A place in the Top 50 brands in
BusinessWeek’s global rating for 2004
![Page 3: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/3.jpg)
• Think GLOBALLY, Act LOCALLY
• Consider the views of young people
• MTV relied on local audience
research
• Osbournes , A program which
depicted the family life in the U.S.
![Page 4: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/4.jpg)
MTV used latest trends in technology to build a relationship with youth.
Extensively used global networks to tap creative ideas.
MTV creating program suited to local tastes.
MTV hired a local staff whenever it entered into new market.
![Page 5: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/5.jpg)
Helps tapping extensive global network
Generate more revenues
Created programs suited to local tastes
Maintained a uniform brand identity.
Provided a set of standards and hired
local staff.
![Page 6: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/6.jpg)
•Hired Local Staff
•Gained Goodwill in new market
•Point of View of that market
•Hired people who were active
participants of the series “MTV
World”
![Page 7: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/7.jpg)
Customised programs : Target market
Italy
India
Music videos, gaming, reality
Extensive Local Audience research
Example : The Osbournes
Gut Instinct : “Jackass”
![Page 8: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/8.jpg)
Interaction through latest technology
SMS, E-mail, phone calls, faxing
Making customers (viewers) work
“You design what you want to watch”
![Page 9: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/9.jpg)
Creative Investment
Bringing Regionalism (Language, Style, Culture)
Bridging Gap between Core programs and
localised entertainment
GLOCAL Programming
Convincing parents of today regarding the
relevance of exposure
![Page 10: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/10.jpg)
‘Youth Lifestyle Cultural Channel’ rather than pure
music channel.
Not able to attract the Gen Z.
Switching over to an alternate channel.
![Page 11: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/11.jpg)
![Page 12: Consumer Behavior-Mtv Final (2)](https://reader035.fdocuments.net/reader035/viewer/2022062617/54c4384f4a79593e0a8b45b4/html5/thumbnails/12.jpg)