Group Group 66

Inception : 1981

Catered to Generation X and Y

A place in the Top 50 brands in

BusinessWeek’s global rating for 2004

• 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.

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.

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.

•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”

Customised programs : Target market

Italy

India

Music videos, gaming, reality

Extensive Local Audience research

Example : The Osbournes

Gut Instinct : “Jackass”

Interaction through latest technology

SMS, E-mail, phone calls, faxing

Making customers (viewers) work

“You design what you want to watch”

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

‘Youth Lifestyle Cultural Channel’ rather than pure

music channel.

Not able to attract the Gen Z.

Switching over to an alternate channel.