On September 29, 1981, MTV had been in operation for two months, with twenty advertisers and 30% of available commercial time. At this time, the company was owned and operated by the Warner Amex Satellite Entertainment Company.[1] “Youth will be served,” this statement illustrates the foundations on which MTV was established. The company had already been serving the youths of the nation with “Nickelodeon,” hence MTV was created to target the “bigger kids,” the ones with enough discretionary income representing an attractive segment to marketers and advertisers.[2] In December of 1985, Warner announced that it would relinquish MTV, and that the company would become a wholly owned subsidiary of Viacom. At the time of the deal, Viacom …show more content…
At the product category level, this analysis examines the perceptions of customers regarding products they might consider as substitutes to satisfy the same basic need.[13] MTV Networks encompasses a broad range of programming targeted towards consumers of all ages, with Nickelodeon targeting smaller children, MTV for people ages 12-34 and VH1 for more mature audiences, just to name a few. The company that represents the most intense competition for MTV is BET Holdings Inc. This company consists of four other networks, four restaurants, a clothing line, three magazines, a book publishing division and an interactive web-site.[14] Though BET is targeted towards a relatively homogenous market, the company still poses a threat to MTV as a result of the “Pop and Hip-Hop Culture” trends.
Positioning can be based on a variety of attributes. The process requires an identification of the applicable attributes and a subsequent rating of each. This aids in the determination of the product space in the positioning analysis.[15]
For MTV the applicable attributes are as follows: Psycho-graphics and popularity are important attributes to be considered by MTV in the positioning process. MTV is the largest music network in the world and has been operating for longer than some of its targets have been living. Part
They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.
6) Firms using mobile marketing to reach out to its customers may benefit from this type of marketing because it provides timely information to its customers as they go about their days activities. This would be especially useful for short term sales on products. If I was to get an e-mail notification of a two day sale at thegolfworld.com, I am able to use the link to view sale items right away.
A. Describe the environment, as viewed by Michael Porter’s model of competitive forces, that Valuejet was trying to compete in. consider competition, suppliers, customers, new entrants, substitute products? The five competitive forces that shape strategy are competition, suppliers, customers, new entrants, substitute products. Michael E. Porter demonstrates how the five competitive forces can be used in any industry. The results from all five forces not only look at the narrow aspect of competition rivals but as well as broader aspect of competitive interaction within an industry. These five competitive forces can also be used in the case of Valuejet. Competition within the airline industry is highly
In 1979, Nickelodeon, “a cable channel for kids 2-11 years old, was launched in the United States”. Nickelodeon provided a wide-range of programming which including “live-action, comedy, drama, animation, music and sports and game shows”. By 1995, Nickelodeon was the highest rated basic cable network and international expansion was very realistic and just getting started. To successfully transition internationally Nickelodeon allowed the channel to have its own “on-air identity and slogan” for each endeavor. Nickelodeon used an “International Swat Team” to launch the network into other countries and once established turned it over for local personnel
Nickelodeon is a cable channel for kids 2-11 years old, which included a variety of programming (live, action, drama), not just cartoons. Launched in the US, Nickelodeon (Nick) became the most popular kids’ television channel and expanded internationally.
MTV, formally known as Music Television, is one of the most viewed networks on television today. Roughly thirty-three years old, it has changed the American culture drastically in more than just one way. Specifically targeting teens and young adults, the MTV network provides all of the most up to date gossip on celebrities, highlights the latest fashion trends, promotes versified lifestyles, and defines the music industry of our generation. However, this so-called “idolized network” has not always been this way. The American culture has been affected by MTV through the creation of the network, the transformation from simply just music television to inappropriate reality shows, and the promotion of inappropriate content.
Social factors of both countries includes health consciousness, population growth rate, age distribution and cultural aspects. Health consciousness is a key factor for Whey Hey product due its nature. Germany is located in the 12th place on the top 30 markets with rising health concerns, being the second European country to appear on the ranking, just after United Kingdom in the 9th place (EuromonitorInternational, 2012).
Iconic legends like Michael Jackson, Madonna, Bon Jovi, Prince, Def Leppard, and Guns N' Roses built MTV. Music fanatics like myself used to run home from school, just so we could witness a Michael Jackson music video. MTV is the reason I listen to all genres of music including Rock, Hip-Hop, Pop, and R&B. BET was so instrumental in making sure R&B artists were recognized and respected. If it wasn't for BET, legendary musicians like Patti LaBelle, Luther Vandross, Anita Baker, and New Edition may have gone unnoticed by the world. MTV and BET were important factors in the music business- I just wish the networks understood how essential they are in this battle to get music back to its dominance. Music deserves to be played/viewed on the major MTV and BET channels- not the affiliate MTV and BET channels that most people don't have access to. Television is a vital platform, and artists need that platform in order to help promote their
As America headed into the 1980s, two decades of social and political upheaval have left the nation rattled and the economy weakened. The Iran hostage crisis shook America's confidence and many looked for a new kind of leader to steer the country into the new decade. Ronald Reagan led America into a new era of prosperity leaving the soul-searching of the 60s and 70s behind. The nation was ready to enjoy itself and with plenty of new toys to play like VCRs and video games, Americans spent more time at home and soon something called cable TV would make it even harder to leave the living room. With the new innovation of the TV, one of the ideas for a channel was a marriage between music and television. This new idea for a channel devoted to something called music videos would end up revolutionizing and often scandalizing an industry that had no choice but to embrace the fact that music in the 1980s had to have a face with videos. By having these music videos, they would change the way we look at music and the way we look at the world. This cutting- edge idea was a new medium perfectly suited to a new generation and that idea was called, MTV. This leads to the question: How did MTV influence pop culture of the 1980’s? This topic is worthy of investigation because the coming of MTV has had a significant impact on the way people see pop culture. Before researching the topic, the writer had limited knowledge on MTV and only knew about the music itself. In the paper, the writer was
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
One of the biggest challenges for MTV was the controversial content that it is used to show on their normal channel and regarding this the main difference they had to adapt. The sexuality, use of alcohol, politic criticism and religion criticism are some of the main characteristics of MTV on other countries that are not as conservative as Arabs. With these characteristics MTV has achieved success through the Western hemisphere, be- cause the black humor they use is normal among the youngsters and instead of feeling sensible with these, they see it in a humorous way. But, in the Arab community they still conserve the traditional values supported by their culture. In an effort to adopt the strategy of “Think Globally, Act Locally” MTVN (Music Television Networks) executives made it a point to learn the cultures and make shows that relate to the cultures as op- pose to exporting the American culture. In order to achieve this goal the channel adopted a decentralized
Black Entertainment Television, which was created to empower black people in a predominantly white media, has strayed away from its roots and marketed its programming to mimic and compete with other stations for ratings. As a television station that once had a variety of journalism programs and shows dedicated to a diversity of music genres within the black culture, it has now centered its model on reality television and limited selection of rap music videos. The Encyclopedia of African American History states the ascendancy of rap music from a black, ghetto art form to a
Music Television gave a generation a voice. With the awakening of MTV, 1983 was a golden age for music television. The inception of hip-hop music videos caused wardrobe to be an important part of an artists “armor”. Rappers used outfits for promotional purposes. Certain outfits would be worn in pictures, performance, and
Mtv also made way for many music shows. Because of its recognition, more music videos were being played by other stations. Some of these were HBO’s Video Jukebox, WTBS aired Night Tracks, ABC came out with ABC Rocks and VH1 got its start.
Both MTV (Music Television) and BET (Black Entertainment Television) do not just play music videos. They also have interviews with musicians. This is another way for a musician to be recognized. Even if the audience doesn’t even hear a song from the musician being interviewed, they have still been introduced to the musician and the next time they are out buying CDs they may come across a CD from that musician and want to try it out. Shows dedicated to music also usually have a top ten countdown. To make it to the top ten countdown, the musician already has a lot of people listening to their music, but can still gain a lot more listeners. Just because it’s on the top ten doesn’t mean everyone has heard it, so if someone watching sees the video for the first time the musician may have gained another listener to buy the album.