MTV
...rnet) to the same advertisers, MTV360 was conceived as a way to drive MTV and MTV2 viewers to MTV.com and back around. Every page of MTV.com reflects the 360 philosophy. Each MTV platform provides original programming that expands content appearing on other screens and the meaning of the brand as a whole. Acknowledging the desires of this loyal fan base, MTV.com offers a comprehensive music news section that is updated daily and a targeted search mechanism that locates artist tour information quickly and easily. Also available are direct links to MTV shows and links to get broadband, enabling users to see the latest videos in their entirety and view exclusive concert webcasts. Rich in communal offerings, fans can build a membership profile, sign up to get an exclusive MTV newsletter and use the message boards to communicate with friends. A "What’s On Now" bug informs users of what’s on the channel at any given second. If the message boards aren’t fast enough, there is an MTV instant messenger option. MTVi achieves that personal connection by offering a variety of options aimed at targeted demographics and psychographics. MTV.com contains Radio MTV, where listeners can tune into 46 stations from a variety of genres as well as MTV-branded channels like TRL Radio and MTV2 Radio. Its older sister, VH1 atWork Radio, aims toward the nine-to-fivers featuring VH1 artists and music news from VH1.com News, live chats, and message boards. Born of a venture with RioPort.com, Inc., a music application with a rights and e-commerce system, integrated e-commerce is offered on Radio MTV.com and VH1 atWork Radio. This initiative is particularly significant because it establishes Radio MTV as a leading internet radio station that offers streaming and downloadable music with the option to purchase it right then and there – an official, revenue-generating version of Napster. With respect to MTV domains abroad, the look and feel of each international MTV site is developed and maintained autonomously. Unique content is synonymously branded with print, on-air, etc., for each culture and its initiatives. A look and feel is rolled out for each promotional campaign, comparable to practice in the states. Much of the content is similar across regions; MTV Europe has a "Dancefloor Mixer," chat capabilities, and is chockfull of up-to-the-minute streaming content. The initiatives in technology also differ slightly, reflecting the advanced technological trends; European viewers are invited to interact via PCs and mobile phones. Underground appeal of MTV has long become mainstream, MTV continues to strive for the cutting edge of youth culture. ‘Staying true' may not sound revolutionary, but in a world where hype equaled success, MTV.com's sustaining brand strategy has been about providing depth, being current and a new sense of community, Transferring that relationship to advertisers most effectively is where the value lies and a considerable value it is. If MTV can continue the conversation with its audience by empowering them with today’s technology it will continue to dominate the market as a brand that rules. SWOT ANALYSIS: Strengths • Market Leader and First Music channel: One of the greatest strengths of Mtv was its first mover’s advantage. It has built the image of an exclusive music channel in the eyes of not only the young generation of the early 80s but also the generations that followed. Thus it has gained a very high position in terms of music channels that have come up recently and those that are still to come, as it will always be the first and most popular music channel ever. The owners of the channel also tried to bring out this trait through designing the Neil Armstrong campaign, who was the first man on moon. • Impact on record sales of other companies: Another strength of Mtv as a music channel is its ability to impact the sales of the music company products. Thus they have developed a favorable relationship with other members of the music industry which can help them build on a stronger position in the industry. • Dynamic programming: Ability to change its programming as trends and market preferences of people change is an important strength for MTV. It is because of this trait that it has been able to keep pace along with the ever changing tastes of its audience. This property of dynamic programming has also helped it to come through in times of slump and low viewer ship and ratings. • Global brand recognition: Mtv, is recognizable by everyone, no matter where you are. This has given a major strength to the channel, as when it goes to a new market it does not have to make a large effort to establish itself and make the people identify it. Weaknesses • Bad influence programs Certain lines of programmes shown on the channel prove be bad influences for the younger viewers, who are considered to be their core audience. In the long run this can prove to fatal for the survival of the channel as if once the target audience is shifted it would be very difficult to bring them back. Opportunities • Should focus on untapped markets The channel still has the opportunity to cash on the markets that are still not reached by the exclusive music channel. They need to focus on the target markets ranging from 25-40 years of age whose viewer ship is still small. Apart from the classic channel, special programs directed towards the housewives or business class can be aired to attract these untapped segments of the market. • Make use of Global Brand: Being a globally popular brand, mtv can go into new markets with a great bang and become successful. At the same time it can offer its merchandise such as t shirts, sneakers, mugs e.t.c to the markets other than US. • Grow Horizontally and Vertically: Mtv already has an established music channel network. However it also has the opportunity to become a regular cable network by offering entertainment cha...