rajan_anish
Anish Rajan
hope ull like it.... its
MEDIA MARKETING - “M”TV based in mtv
Executive Summary
Music knows no language or boundaries. It cuts across age and gender. Music is
personal and consumed by listeners across platforms. With mobile phones, radio, ipod,
MP3, online downloads also making strong entries in the field of music, the long
established music channels are getting their competition set even wider than before.
The music craze caught on in a big way thanks to MTV… not just in India, but across the
world. This project aims to understand the cult brand MTV and how it is changing with the changing times, studying the processes and structures that are the driving force
behind the communication, with focus on the new reface campaign of MTV, that makes the brand cool, distinctive and unique.
The following pages are a study on the music television industry and cover MTV’s
International & India profile, shows, competition, creativity & innovation, work flow,
marketing structure and the latest activities of MTV which have given the channel a new
look. The project involves a research studying the effectiveness of the programming and
marketing mix of MTV after its re-face campaign, with the assumption that the reface & the
fresh programs launch on MTV have helped the channel increase its impact amongst the
target audience.
On the whole, the response of the audiences has been fairly positive to the new look, and the reface campaign of the channel seems to be taking it in the right direction.
MEDIA MARKETING - “M”TV based in mtv
Executive Summary
Music knows no language or boundaries. It cuts across age and gender. Music is
personal and consumed by listeners across platforms. With mobile phones, radio, ipod,
MP3, online downloads also making strong entries in the field of music, the long
established music channels are getting their competition set even wider than before.
The music craze caught on in a big way thanks to MTV… not just in India, but across the
world. This project aims to understand the cult brand MTV and how it is changing with the changing times, studying the processes and structures that are the driving force
behind the communication, with focus on the new reface campaign of MTV, that makes the brand cool, distinctive and unique.
The following pages are a study on the music television industry and cover MTV’s
International & India profile, shows, competition, creativity & innovation, work flow,
marketing structure and the latest activities of MTV which have given the channel a new
look. The project involves a research studying the effectiveness of the programming and
marketing mix of MTV after its re-face campaign, with the assumption that the reface & the
fresh programs launch on MTV have helped the channel increase its impact amongst the
target audience.
On the whole, the response of the audiences has been fairly positive to the new look, and the reface campaign of the channel seems to be taking it in the right direction.