Mtv Case Analysis

In this case key issue is ‘Think Global Act Local’ strategy of MTV and other companies like Mcdonalds etc. Mc Donalds have various products dedicated to Indian taste like Mc Aaloo Tikki etc. In other MNC’s also they need to adopt to the local culture. As we know culture of US is very open. Shaking hands with ladies is common, this cannot be done in Middle east countries or Islamic countries. The rules of company should also be adjusted according to local rules as the industrial rule is different in different countries.

In India around 50 % population is below 35 years .Keeping that in mind MTV started using young Tv hosts who can connect with young population in India. Most of the TV shows by MTV in India mainly focus on young population. To be successful in modern globalised world, a touch of localization is needed. Mcdonalds does not serve beef burgers in India as it may dent its image in India.MTV also adapted its policies according to local demand.

Growth of the internet and the availability of online video sharing websites like “Youtube” and “MySpace” can be considered as a threat to the television networks. People generally are spending less time watching television. To counter this threat MTVN began sprucing up its online content by launching “Overdrive”, a broadband Internet video-on-demand service to provide video streams. MTVN provided live videos of its shows through this service.

MTVN have built a strong base across countries through its localization policies and the emergence of digital television and internet provided an opportunity to extend their reach to the international audiences. MTVN should come up with more broadband services and mobile services. These online services will be well received. It should come up with more youthful innovations that should target the current issues related to the youth.

To counter the threat from the internet, which is a major tool of Globalisation, to the entertainment industry MTV 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.

It can be said that change driver for the MTV has been its localization strategy. Its first-mover advantage in the industry also played a major role in establishing and maintaining a connection with the youth audience. From management perspective, another reason behind MTVN is continuously adapting itself with time.

This case is also a good example of ‘Uppsala model’. Firstly MTVN made initial commitment of resources. For example when MTVN entered into Europe with entirely American programming, it did not get success. This way it got to know about competitors and local wants and demands. On this basis it evaluated opportunities and made additional