Yanick Beirens P. Webber 25 augustus 2014 !!

Marketing Management Through marketing management, how can MTV devise a

marketing strategy to push the boundaries and recapture some of its lost edge

!!!!!„Over the last years, MTV continues to steer further away from its musical roots and experiment in low-

cost content, leading to an "identity crisis“. During the past year revenue has fallen by 9.7% whilst brand

value has dropped by 12%” !!

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First of all I’ll give you a short explanation of what MTV is. It’s a television network that started up in 1981 where you could see only the latest video clips

of artist from all over the world. The first clip ever shown on this channel was „Video killed

the Radio Star” from Buggles. They head meaning was giving music a face, before MTV

existed and you wanted the see the artist sing, you must have gone to concerts. But this all

changed when MTV came out, now the artist started to put more money into their video

clips. Here under in the infographic you can see thing like that the records exploded for any

artists that came on the channel. But also as mentioned here, that you didn’t had to be a very

good singer, because when you had a really cool video, the sale went also through the roof. It became also the number one media brand in the whole world.

Now we’ll take a look at the Marketing Position of MTV First of all for the market segmentation of MTV, they more or less aim for a younger till

young adults from all over the world. They aim for persons who spend time to watch daily to

their channel.Then the Market Position Tactics, they want to be easy reachable for everyone. There are

some differentiations between countries, for example in the US you’re able to watch the

channel after a monthly subscription but in countries like Italy it’s for free. When they started

there was no single kind of competition but later came channels like Jim Tv (in Belgium).

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And then last but maybe the most important one is the Marketing Mix; Product: MTV offers a service to the youth and young professionals a whole package of lifestyle and

information all rolled into one. It features music videos, fashion trends, concert tours, news

broadcasting, information and promotion, and also always creates invention and innovation

that promise value adding services through local broadcasting companies globally. Price: MTV makes money several ways. -Ads on TV during their shows. Obviously those spots are bought and paid for via MTV. -Merchandising—MTV make a lot of money in their products and it's a lucrative business. -The cable companies. In order to carry any of the MTV channels, cable companies need to

pay them licensing fees. -In addition, cable companies will pay the company for support for events and programming. -Movies—MTV DOES have a movie business (remember they are ultimately owned by

Viacom, who also own Paramount) and they do release movies under MTV Studios. -Print ads. Many print ads that you may not realize are MTV actually are. Place: MTV did it well by making themselves accessible to their target market by selecting only

coverage area that their market would embrace. They make their service and name available

to target consumers through obviously cable channels, concert tours, music awards, campus

tours, etc. all over the world with local and personal approaching. Promotion:MTV always has many activities and promotion programs that persuade target customers to

patron them such as regular celebrity VJ’s that visit their hubs and singers/bands as well that

converge directly with the youth through local campus tours and sponsoring concert tours in

local universities all over the world. !!

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Now I’ll just talk about the effect it had on the use of TV and Radio. As you can here

under in the info graphic in 2000 the average daily amount of time spent on Radio was

double as much as spend on the TV. And the device of choice used in the mornings was in

big favor of the radio, a lot of people when they woke up they turned on the radio to listen to

the news for example. But then when you take a look at the changes in 2010, you see that they

spend a little less time on radio but you see an huge increase with television. And the device

of use had a drastic fall for the Radio, where it stayed the same for television. So as already

mentioned on the picture, and as the first ever played clip in MTV, Video killed the Radio

star!

!!!!

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Why did it went down?The popularity of the main thing „showing video clips” has gone down drastically, and why

this went I’ll try to explain what my opinion is. The main big thing that changed was the

upcoming of YouTube, this is a site where you can

put movies on and then other people can watch it

easily. The site has gone on the internet in 2005 and

in 2006 there were already 65 million movies put on

and 100 million movies watched a day. So what

makes this dangerous for MTV is that on Youtube

are all kind of different video clips. And later there

came the possibility to make your own channel. So a

lot of artist were making their own channel, so the fan could first of all start to follow them so

they knew how much are interested and waiting for new songs to come out. And with all the

views they got, YouTube gave the possibility to earn money with it for putting a commercial

on every time the movie was played. Even the company Viacom, who owns MTV , has took

Youtube to court and asked a claim from over 1 billion dollars for using 160.000 illegal videos.

This made it too expensive for MTV as the artists made more money putting it on Youtube.

So they needed to find new things to get the people amused. SO they came up first of all with

beavis and butted and then other reality soaps came. This was a good move they did because

these programs are quite cheap and they attract still a huge number of viewers, what gives

them the possibility to keep all the sponsorships and the subscribers. Here you can see

other big competitors

of MTV, you see that

VEVO has a big part

of the monthly

viewers.!!!!

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What solutions can u think of to make it rise again? First of all I would advise them to maybe look for cooperations, maybe they can do

something together with a big music label, that they have a privilege to show the video clips

of their artists. And maybe to make a possibility to win some meet and greet with some artists

or other prices. This would make it very interesting for MTV because a huge amount of

viewers will subscribe. And for the music label it can be an advantage so that the fans of their

artists know that they can get very close to their „heros”. What eventually will turn out to be a

rise in the number of sales. In combination to the previous point, I would recommend for MTV to expand their channel

on YouTube. Because it’s free, and it gives the possibility for extra promotion. By showing

here the prizes they give away on their television channel, you just guide them through these

social sites back to television. What could be also an interesting cooperation is working together with Redbull. They

organize a lot of events all over the world and all these kind of event are described as NEW,

COOL, CHILL and HIP. And these are the things that MTV used to be, but isn’t anymore

latest years. So maybe they can work something out, that MTV can organize some gigs on the

events and also broadcast them on their television channel. What also could help, is to create an app what people can download. And where they can see

the channel everywhere they want with connection to the internet. And it would be also

possible to listen to the channel. For example when people want to know new songs, they just

put the app on and the videoclips that are played, can still be listened to. ! Conclusion So we can agree that MTV still has some problems. The reality soaps are popular now, but to

find new stuff will maybe get more difficult. So they need more promotion for the video clips

to get popular again, to bring the original goal back of the the channel.

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