Another year-old from Seattle talked about her troubled teen years and how foster parents locked her in an attic. A woman from Georgia explained how she struggled to square her life with the teachings of her church. Most striking about the speakers was their lack of inhibition discussing deeply personal experiences. Millennials were the first to grow up with the Internet, a powerful platform for expression, and they have no qualms about putting it all out for the world to see.
Authenticity, Shore and others say, is a critical component. MTV already was overhauling its programming in when Shore came on board. And the show even gives an occasional shout-out to the unit most important to millennials: their families. Now MTV is rolling out a new slate of shows, both scripted and reality, that hopes to speak to millennials in their own language.
She and her writing staff spent a day interviewing students. They often feel they are competing with them. Their mothers are trying to stay youthful and even wear the same size of clothes.
In the show, two mean girls snap a cellphone photo of Jenna getting undressed in the locker room. They text a shot of Jenna and her exposed breast to the entire school.
The quest for genuine voices is seeping into new reality offerings too. They also sponsor home-grown artists and use local VJs or M. First is business to business charge. They have advertising revenues on their program services and digital properties. Secondly, they also receive affiliate fees from national cable TV operators, satellite operators as well as mobile networks and other distributors.
Third is the ancillary revenues, which include principally the creation and publishing of video games such as from sales of Rock Band, sales of home entertainment products like DVDs, content licensing and brand licensing for consumer products, including licensing of popular characters from their programs.
They also license television programs and the concepts or formats of such programs to third parties in exchange for licensing fees.
Moreover, we think that there should be ticket fees income from live shows and concerts. Finally, they have e-commerce revenues from digital operations because in some countries, audiences need to pay for downloading MVs or programs from local official websites or iTunes. We think that they are applying Polycentric pricing strategies. Their pricing are affected by many factors. Licensing pricing may vary from period to period depending on the popularity of the program available and the consumer acceptance of MTV brands and retail offerings.
Pricing of affiliate fees are negotiated with cable and satellite television operators, mobile networks and other distributors every year depending on the ratings fluctuations. Advertising price will be also affected by rating. Promotion MTV holds many activities to build brand loyalty and help target audiences feel involvement. They will have regular celebrity VJs visit local bands to promote upcoming tours or singles. They also hold campus tours and sponsor concert tours.
In programs, MTV will incorporate social issues to show social responsibility, to deliver value to customers. Besides, live concerts and awards shows at the same time help to promote MTV such as the famous Unplugged Concerts. DistributionMTV has a widely channels to distribute their programs. Consumer products like magazines, clothes can be reached in many retailers or online shops.
Strength The first strength of MTV is that it has gain the initiative. MTV is leading the music television market, not following the market because MTV is the first dedicated music channel. It created the new model of playing music videos guided by VJs all the day. Meanwhile, MTV gained the market share first. Generally speaking, it can leave a deep image on the audiences that investing to become the market share leader in a rapidly growing market.
Also, MTV would succeed because it became a brand. Television had never really had brands before. Actually, people watched programs rather than channels.
So MTV use its fixed format to attract people. Freston introduced that their format was borrowed from radio, with videos playing the role of records. They created a sense of cohesion and use a flowing link between all these videos, so that the audience would identify with the channel and stay with it Tungate, More importantly, it is easier for audience to identify the channel from the variety of channels.
There is a growth and profit potential for the young adult audience because in the coming decades, these loyalty audiences will still support MTV to some extent.
And the young generation has high consuming ability. So this point really appeals to advertisers. MTV has been constantly expanding and exploiting native-language MTV-branded music channels to dozens of countries around the world. Meanwhile, MTV reaches more than million consumers worldwide. To be more specific, MTV pay more attention to local culture and local music industry, which helps to make native-language MTV-branded music channels fight for more significant roles in local regions.
Due to cooperate with five music companies, MTV has a good connection with international singers and bands. So this is a nice human resource and MTV can use these resources to do some activities, like charity party. And also, MTV has cooperation superiority. Because of its parent company, Viacom is a media conglomerate. So it is easier for MTV to cooperate with these companies to cross-selling products and produce goods.
Furthermore, the program format is typical using the model of Think Global, Act local. Obviously, the program format is also the application of localization.
The loyal audiences will follow the program because of these VJs. These VJs has become the soul of programs. To face the threats from the internet, it also has its own sharing website.
People can download music, MTV program, playing games even read news here. And you can share interesting news in the Facebook or Twitter. Weakness As for the weakness, over-localized programs increase cost. Apparently, the cost of production and management is really high and might be a burden in the near future.
Besides, the aim of MTV is to make program consistency. But due to the over-localization, MTV still encounters problems in compromising on its program consistency. However, program consistency is very conducive to unified management and can decrease administrator cost. From this survey, we can realize the current state of the music industry. So it still has an opportunity for MTV to reach more countries and much room for MTV to make more music-related programs to enrich its music kingdom.
Moreover, it is a trend that Music television cooperates with new technology- websites. So MTV can try to cooperate with them in depth. And telecommunication companies also want to cooperate with Music television to make programs. For example, Vibo and MTV make an interactive audio-visual dating program.
People can use mobile phone to watch this program. Threats For the threats, local music channels threaten MTV programs. Apparently, local music channels do better in localization and the audiences grow up with local channels.
So they are more familiar with local channels. For the audiences, it is still late for MTV to enter local market. Consequently, the threats from local music channels should not be underestimated. Another threat is from changing youth demographics. The young generation is changing their tastes. Generation Z has a different taste with generation Y. So, apparently, Generation Z prefers digital music than music programs in television. MTV Competitors Analysis The key factor for competitive success is how a company differentiates itself superior to its competitors.
MTV, as a very successful global brand, is not an exception. MTV, to be considered as the market leader, we may ignore some sustainable competitive advantages in global competition.
Hence, the competition in USA is insignificant. Asia is a big market and also the real competitor—Channel V.
Simply because its first mover advantage and its juggernaut in Asia. Channel V never stops determining objectives and differentiating from this competition. With their pioneers, Singapore-based MTV music television Asia and its Hong Kong-based counterpart Channel V have been invested a lot in their distribution in this region.
As the called No. Up to 70 percent playlist in Asia is local music videos and customized programming hosted by more than 30 local VJs. While Channel V only has 35 percent local programming, predominantly concentrates on international offerings. It attracts more audiences of different classes to concentrate on their programs. For both of them, advertising revenue is the main source of income. Temporarily, it seems that MTV has the upper hand in attracting advertisers, yet Channel V has its lower operating costs Ellis, For both of them, sales of programming is another main source of income.
According to Paul Temporal, degree marketing approach, one billion worldwide viewer base, it provides the ultimate customer connection that marketers yearn for. MTV unites the youth as a standard-bearer for youth culture by informing its viewers about modern lifestyles. MTV is keeping its own way by reinventing itself to truly understand its customers. The focus is on brand features and attributes can be used to endorse the perception. Channel V is attempting to position itself as a more international and hip alternative in the Asian market.
Though television remains a key medium for videos, the net has changed the video viewing significantly. Video Anywhere. December 18, by Tim Peterson. People move slowly as they age. So do media companies. Most Read. Future of Work.
Industry Trendsetters. Trending in Video Anywhere. Digiday Top Stories.
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