Insert Name Here

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(No Transcript)
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Agenda

• Company At A Glance
• A Unique Global Marketplace
• Market Overview
• Cultural Overview
• Hofsted Cultural Dimensions
• Article Summary

• Why India?
• Television Market
• Marketing Challenges
• Marketing Solutions
• Recommendations
• Questions

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Company At A Glance

• MTV is owned by Viacom
• MTV is the worlds largest television network
• Business Week named it the world most valuable
  media brand

• Head Quarters Manhattan, New York
• MTV reaches more then 321 million people
  worldwide
• 179 different countries
• 22 different languages
• 72 international channels

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A Unique Global Marketplace

• Several original channels each segmented toward a
  specific culture.
• Economies of scale not as efficient as with other
  products and services.
• Even facing tough competition with smaller and
  less mature markets there is still money to be
  made.

• MTV is the most successful global TV network.
  (more than CNN)
• What MTV exports is a Global Brand
• Culture driven by creativity.
• Every brand must be positioned appropriately to
  make an impact.
• MTV uses its knowledge on local culture to give a
  consumer-based perspective to its international
  network programming. (color schemes, prayer
  brakes, language)

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Indian Market Overview

• Population Over 1 Billion
• GDP 691 billion
• Growth Estimated 7-8 percent or higher in
  2005-06 7 percent in 2004-05
• BreakdownServices equal 50 percent of the GDP
  industry and agriculture equal 50 percent
• Ranking 10th largest economy in the world in
  2004, and fourth largest in purchasing-power
  parity terms

• Government India enjoys a robust democracy,
• Purchasing power In 2005, approximately 170-200
  million people had growing purchasing power, thus
  creating a growing middle-class consumer
  population
• Youth Power Over 58 percent of the Indian
  population is under the age of 20. That is over
  564 million people, nearly twice the total
  population of the United States

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Indian Cultural Overview

• very colorful
• Boisterous press, and a vibrant film and music
  industry
• Indian teenager is interested in cricket and
  fashion.
• Most Indian families only own one television, and
  TV time is watched as a family
• India is an extremely fragmented market with many
  different cultures and languages mixed together

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Indian Hofsted Cultural Dimensions
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Article Summary

• MTV expanding to the Indian Market.
• Market Challenges
• Indian TV industry
• What MTV is doing to overcome challenges.

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Why India?

• India is one of the 2 BMEs that is found in the
  developing counties category.
• The economy is on the rise (8) and many new
  products are becoming popular.
• Unlike China, India is a democracy which means
  there are very few restrictions on the media.

• Indian culture is very lively and focused on art
  and music.
• There is a very large film industry (Bollywood)
  which relies on the music industry as nearly all
  films incorporate soundtracks.
• In 1991 there was relatively no competition thus
  providing an easy opportunity for entrance into
  the industry

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Television Market

• Cable Television market accounts for about 600
  million dollars a year
• There are about a 100 different cable stations
• Customers typically pay 150 Rupees a month for
  cable, roughly 3 Dollars
• Highest rates TV show is a soap opera on star
  plus call Kyonhi Saas Bhi Kabhi Bahu Thi which
  mean The Mother-in-Law Was The Daughter-In-Law
  Once

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Market Challenges

• Indian teenagers values and tastes differ
  greatly from that of American teenagers
• India is a fragmented market
• MTV faces strong competition from regional music
  channels
• Star Plus
• Sony Entertainment
• Most Indian families only own one television, and
  TV time is watched as a family
• Generating income

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Market Solutions

• Adapting to the characteristics of that region
• MTV in other countries
• Offer similar programming to competitors
• -Soap opera Kitni Mast Hai Zindangi
  Its a Beautiful Life

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Market Solutions

• Merchandising MTV branded products
• Collecting subscriber fees
• Inviting advertisers to create new programs
• MTV and Honda
• Unilever Long Lasting Freshness

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Recommendations

• One recommendation is that MTV may need to buy
  its own regional channels to reach viewers who do
  not speak Hindi
• Another recommendation may be for MTV to begin to
  centralize their business again to better take
  advantage of its scale and creativity

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Questions?