Music Televission

8/7/2019 Music Televission

http://slidepdf.com/reader/full/music-televission 1/11

SUBMITTED TO:- SUBMITTED BY :-

MISS PRIANKA CHHIBBAR SACHIN KUMAR

614240829

B B A (Vth)



Brief Introduction

Music Television brought about a new era where music defined popular

culture. Never has music been so widely distributed and demanded by the

masses before the dawn The first video had ever aired last August 1981 was that

Video killed the Radio Star and this became true as video or visuals took music

to another level. More than its contribution and reshaping of music is how

redefined today’s youth, or the 12-34 year old demographic. They are suddenly

given the attention they want and all their demands and desires can be met and

used as basis, in the case of Music Television content and programming.

However, the youth are impulsive and chaotic in their interests. It is difficult to

track them down. As the world is fully digitalized, “globalized” and as it fully

integrates new technologies, the possibilities are endless and out of hand. The

question remains as to whether it can still be successful and competitive in the

following generations to come and whether it can still be able to define popular

culture and today’s youth as Generation X reaches their forties and as a new

Generation enters today. Undoubtedly the circumstances of the 80s are far

different than the 21st century where Music Television does not only meet new

inventions but also new competitions. Whether the Music Television concept will

survive and whether cable TV can sustain the onslaught of digital media and

wireless applications is still a question to answer.

This paper tries to bring understanding to the future of Music Television by

presenting a comprehensive analysis of the case so as to formulate strategic



options for the business organization, generate sound recommendations and

develop feasible implementation plans that will address the issues that confront

the long-term operations of the company. As such, assumptions, SWOT analysis,

key industrial success factors, Porter’s Five Forces Model, company, financial,

stakeholders’ and strategic options that are significant to the success of the

company were discussed in the succeeding sections of this research activity.

Assumptions

Never has Music Television been so challenged until the dawn of the

1990s to the 21st century. It will meet several hungry competitions not only by

rival music channels but through other multimedia applications brought by

technology’s further innovations. As it diverts attention from the television to

mobile phone and the Internet, claim as one of the most influential television

channels is in peril until it finds a way to truly make a transition or integrate itself

to wireless and digital applications.

Music Television will need to be aggressive and dynamic in order to fit the

turbulent market's sensibilities. There needs to be a proper shift from Music

Television to Music in the Internet, Music in Wireless solutions such as those

provided by the Mobile Phone among other digital forms and substitutes.

Globalization had presented a wide scope of alternatives and possibilities

which will be Music Television challenge to meet. Music Television will need to

work on its multi-domestic strategy by providing more local content to their target

http://vicfabe-tagging.jiglu.com/overlay/4211443417e40d45011820aa2f6176e3/way

http://vicfabe-tagging.jiglu.com/overlay/4211443417e40d45011820aa2f6176e3/way





include political, economic, social and legal. While not necessarily having a

direct, immediate impact on the business, these trends are important to the long-

run health and direction of the business. For example, the number of dual career

couples does not directly impact the short-run performance of the company, but

does certainly impact future policies and directions the company may take in the

long run. An analysis of the industry takes a look at factors that have a more

direct bearing on the business. Hence, in addition to analyzing the competition

other groups must be similarly evaluated to ascertain that no opportunities or

threats within the environment are overlooked (Buhler, 1994).

On the other hand, internal situational analysis focuses on the

identification of the company’s distinctive competencies, expected growth, their

assets as well as their liabilities. The internal analysis also illustrates the core

values of a company, and in what ways can these values be enhanced or

beneficial to the market plan (Cooper, 2002). The evaluation of the internal

environment of the company involves the analysis of the company’s structure,

culture and resources. When a strategy is selected for implementation, it must be

appropriate given the way the organization is structured or the way an

organization must be restructured. The strategy must be consistent with the

organization's culture. Finally the organizational resources must be available to

actually implement the strategy that was formulated. Without the proper people,

skills, abilities, finances and physical resources, the strategy cannot be

implemented (Buhler, 1994).



The success of the business organization entails detailed understanding

and examination of political, social and economic factors that influence the

growth and continuous operations of the company. Studying the important

consideration relevant to the organization to serve the purpose and objectives of

the company will determine its success. Consequently, decision-makers of the

company should be sensitive of the general trends and changes that are taking

place in their industry. This will include efforts to maximize the opportunities

available while reducing the risks that confront the business organization. The

strengths, weaknesses, opportunities and risks that characterize the operations

of Music Television are detailed in the discussions that follow.

Strengths

Music Television association to popular culture means it also dominates

the young adult population who are some of the strongest money spenders.

MTV is able to appeal to this population not only through the music but also

through its coverage on lifestyle, film, fashion and other forms of leisure and

entertainment that captured this market. It is easy to be loyal as it gives the

young adults what they want and at the same time, this market determines what

should show them. Music Television is a channel that has a personal appeal that

cable networks and advertisers come knocking on Music Television door. The

demand of the market has no way to go but up. To the young adult market, is an

empowering vehicle which allows them to have a more pronounced self-esteem,

power and personality which allows to constantly claim the dominating position.

http://vicfabe-tagging.jiglu.com/overlay/4211443417e40d45011820aa2f6176e3/time

http://vicfabe-tagging.jiglu.com/overlay/4211443417e40d45011820aa2f6176e3/time



Another strength is brought appeal to its advertisers. During its many

programs such as the Music awards, has been receiving sponsors from

companies that are confident to enjoy exposure in sought after programs.

PepsiCo and Ford are two of the companies that have taken the opportunity in

order to reach out to the young adult market. Many artists seek the alliance of

MTV knowing fully that this is a launch pad of present favorites and successful

artists.

Music Television has been constantly expanding and exploiting other

media and entertainment forms other than music such as those brought by films

and video games. Its constant mergers with companies such as the Philippines'

National Broadcasting Company will further localize and fit the interests of its

audience and bridging cultural as well as regional differences. has since

expanded to India and China and has been continuing its move towards alliances

and mergers for wider distribution and for tailored products. Partnerships will

allow to cement its influence in a fast moving insatiable consumer market.

Music Television constant support for social and political causes will allow

greater relevance and presence. Its involvement with such issues strengthens its

power and influence in the realm of entertainment media. Its expansion to other

media forms will allow it to deliver more services other than just mere music.



Weaknesses

The weakness of Music Television is that it caters to instant fleeting on-

demand interests. As such is bound to lose its dominating position because

there are bound to be other interests the audience and market wants to be met.

Thus will need to find out what exactly these interests are and expand to this if

they would want to maintain a dominating position. Cable Television offers

several other choices that iremoved from its monopoly.

Music Television had encountered obstacles in reaching the local

audience through their cultural misunderstandings. It must understand the

cultural milieu they are penetrating by making appropriate aspects such as

advertising, brand, and cultural contexts.

Opportunities

The digital age may present an opportunity for to merge into mobile and

Internet companies with regards to the wider distribution of their products.

Information technology can provide better solutions in determining what the

market demands. Video Awards and Countdowns may hold polls through mobile

phone or websites. At the same time, may enjoy visibility in wireless

technologies allowing the market to when they want it. Music Television

presence in the web and mobile will allow an enhanced on-demand viewing

experience.



Globalization has opened Music Television to international deals and the

emerging markets such as China, India and Brazil are definitely rich growth

opportunities to venture into. Up to two thirds of Asia's population belongs to the

12-34 age group which Target market. This will be a large market to explore and

cater to. Asia has also been increasingly interested in Western Products. It is

expected that MTV has up to 54 million homes in China. With China's

advertising also on an upsurge along with India, has marketing and advertising

revenue growth opportunities.

Threats

The emergence of Digital cable and other substitute platforms will be a

threat to MTV's current dominance. Different countries such as Germany had

created their own local music channels that would compete Their advantage is

their familiarity of the audience that must be able to match. Locally produced

content and the government reinforcing deregulation in several countries had

allowed global media to proliferate.

Music Television exists in the turbulent world of Popular culture. It needs

to constantly take risk and commit changes in order to curb to the fleeting

interests of its impulsive market. Digital platforms provide other alternatives for

the population to spend their past time and thus must know well to penetrate

this. For Music Television to continue setting trends, it must be open to other



possibilities as its consumers are known to be demanding and possessing short

attention spans.

Many competitors also would like to try their hand in challenging success.

New cable networks and channels have been eager to take a chunk

However, the advertising revenue that has been sustaining has began to

decrease as cable networks lose their appeal. The presence of new digital and

media forms provide advertisers other new and emerging ways and alternatives

in marketing their products.

Key Industry Success Factors

One of the core characteristics of a successful organization is focus. Since

the business environments are fast becoming more and more complex added to

the fact that it changes rapidly and dynamically, businesses need to concentrate

on a few key elements that are most important to their organizations survival.

Thus, it is not surprising the critical success factors keep the organizations from

straying too far with external issues not relevant to their company’s success.

Critical success factors (CSFs) in business, are the limited number of

areas in which results, if they are satisfactory can ensure that successful

competitive advantage for the company (Thierauf 2001). Determining these

factors is an old concept in business because there were great leaders

throughout history who have identified and addressed key factors to achieve their



successes. There is no one definition of CSF but it is considered that these are

the areas which the company needs to concentrate on to flourish. Therefore, the

activities should be carefully monitored and guided by the management.

Chung (1987) defined critical success factors as managerial factors that

create a competitive edge for a company in its respective industry. There is no

specific process in identifying and executing critical success factors in strategic

management planning. This is the reason why Thierauf (2001) asserts that

different companies which have similar structure can conduct its market entry

forming different strategies which lead to the development of various critical

factors. As the primary means for an organization to achieve its strategy, critical

success factors must take into account the differences in the environment and

organization that exists.

Music Televission

Documents