Premium Essay

Mtv Passage to India

In: Business and Management

Submitted By dolz
Words 993
Pages 4
taxis powerεd by motorcycle engines and knor,vn as

autοrickshaws, whοse drivers hοnk impatientΙy at men puiΙing ancient wooden cafrs piΙed high with mangoes and bananas. Roadside biΙΙboards adverιise reality TV shows (7he Seqrch for Ιndiα's Smαrtesι KlΦ and cable net\,γοrks (cricket cοverage on ESPN). Yοu can aΙmοst see money being made. But each time my taxi stops at a traffrc liΦt, scrawny children εluster at the ιιlindorlrs, tapping on the glass and pointing at their mouths, begging for money to buy something to eat. Ι've come to Mumbai to see MTV Ιndia. Why MTW Tνιrο reasons: first, because MTV has been doing business here since 1991, befοre mοst of its cοmpetitors arrived; second, because MTVhas dοne better than any o ther globa-l TV network-better than CN N or anβhin g owned by Rupert MuΙdοch_at spreading its brand and

l,Vhο wοuld have thought that οne οf the ι,vorld's stron-

gest brands wοuld get crushed by Κyonki Sαas Βhi

Was the Daughter-in-Law Once"?

Καbhi Βαhu Γhi, which means "The Mother-in_Law

deterred by any of that. Dοing business in the developing world requires enοrmous patience, he tells me. Τhere's an art to refashioning products made in the U.S. tο suitΙocal tastes. . .

Αlex KuruviΙΙa, MTV's top man in Mumbai, is nοt

"The misιake a lοt οf muΙtinationaΙs have made here is lοoking at the size οf the middle cΙass, multiplying byx number ofboxes peΙ persοn οrwhateveη and seeing a business that lοοks enorΙnous*untiΙ they dis_ coveη tο thefu horroη that you have to do things differently. Yοu need ιo reflect the lοca] culΙure," [Kιrruvil1a saysl.

build a business in Ι:rdia, MTV cοuld. Αnd in fact, MTV Ι::rdia has built a business. Ιt's just not a big business-not yet anμΛiay-and therein lies a cautionaΙy taie about operating in unfamiliar territory. Yes, the company f,guτed out quicΗy that it couldπt simpΙy blast its...

Similar Documents

Premium Essay

Mtv's Passage to India Case Study

...Module 1 ~ Critical Thinking “MTV’s Passage to India” is a case study that concentrates on an American based corporation in MTV that moves into India to reduce costs and expand their product into the global market. There are other “giants” in the media industry that are mentioned that have made the same transition all with the same goal as MTV, to create an economy of scale and have their costs fall and their output increase. Even though the goal, if achieved, would be an advantage in the media market, there are some disadvantages to making this transition and there are challenges as well. Taking a foreign assignment in a global economy, would be a new challenge that would be bring about conflict if it were not approached and handled in the correct way. Furthermore, a foreign assignment would become a harder situation if an ethnocentric attitude were to be present by the person being assigned. Taking a foreign assignment in a global economy would require patience, innovation, assimilation, understanding, apathy, and a true understanding of the culture and the people that reside in the country that the assignment is in. Being successful requires promoting products and services that are of interest in that particular country and are in demand in that particular economy. There are cultural values and differences that have to be understood to truly understand what would be of valuable that a company could offer in a foreign country. This learning and understanding would......

Words: 832 - Pages: 4

Premium Essay

Mtv India

...MTV India – 78-665-02 Travis Lafferty – 104310841 Muhammad Majid - 104329571 Syed Husain - 103707301 MD Maruf Chowdhury - 104300198 Mushfiqur Rahman - 104336715 The University of Windsor MTV, originally Music Television, is an entertainment and music based television channel owned by Viacom. In each region MTV is in it aims to target the youth, specifically teenagers, via specifically created shows to appeal to the specific region they are in. MTV currently broadcasts in more than 170 countries and in 32 languages. There are 136 distinct MTV channels and 230 different web sites. This allows MTV to target each region specifically and develop different programming for each region, as what the youth enjoys varies greatly by region. MTV first launched in 1981 as a basic cable channel dedicated to music in the United States of America. The original target market was young adults, specifically those aged 15-34 as this would allow them to target at least one quarter of Americans. The channel was hosted by VJs, or video jockeys. MTV began to expand outside of the US market by entering the European market in 1987. They then began to expand even further around the world, specifically the Asia Pacific region, focusing on India and Pakistan. MTV India was launched in 1996. Launch of MTV India MTV India had a first mover’s advantage in India as it arrived before any of its competition. However, they first made the mistake of simply coming to India as MTV, with no changes to...

Words: 3384 - Pages: 14

Free Essay

Types of Reality Shows

...hits when channel came up with the shows like Viva(channel V,India), a band of five young singers. When auditions were announced, young dreamers gathered in huge numbers to give their luck a try.Not only from India but also from various parts of asia. They cried when they failed which gave the audience a emotional attachment with the show.The audience lapped with the emotions thrown with open hands every show.The show was a big success and as well as inspiring for both the business minded people and also for the young dreamers waiting for the life turning point. Since then there has been no looking back as reality television is increasing audience as well as profit with number of days. With the registration for each reality show, the audience votes pouring in billions, all doubts over the acceptability of these shows by the audience subsided. Widely appreciated these shows have thrown a limelight to many talented people,who where every difficult to discover.The stage itself gives all its candidates a lot of glamour,name,fame and the confidence to move ahead in life even if they didn't win the show. The potential of reality shows was exploited by various television channels. Who Wants to Be a Millionaire,one of the top rated show. Similarly, Fox popularity saw a huge rise after it launched American Idol, a hit British reality show. It was reality television that wrote the destiny of many television channel like MTV(India).Its shows...

Words: 922 - Pages: 4

Free Essay

Cultural Sensitivity

...“One world, one way, one way, many paths.” Well this saying cannot be defined any better in the world of cultural sensitivity. With business activities going global, the organizations are riding the waves of culture more than ever, giving cultural sensitivity an important place in dealings. “Kiss, Bow or Shake Hands?” the international business best seller by  Terri Morrison, Wayne A. Conway suggests on how to maintain international relations in different business environment. Cultural sensitivity has taken toll taking business dealings to a whole professional level. Cultural sensitivity means being aware that cultural differences and similarities exist and have an effect on values, learning and behaviour (Stafford). In many cultures establishing relationships is very important while doing business together.” Pulling the plug too soon” as described in an article by Huffington post, people who tend to think that having a basic ‘business goal’ doesn’t work enough and you have to actually work and put your time and effort into it and waiting patiently for the results. Everyone understands that the basic problem of communication is caused by lack of common language. Even when you’re all speaking ‘English’, we don’t seem to understand the reality is that different assumptions based on different cultures can be the main barrier to effective communication. Cultures affect our own attitudes and expectations let alone others. Until recently large firms that operate......

Words: 914 - Pages: 4

Free Essay

Globalization, Zara and H&M

...this assignment was made by asad and co. freelancers | | | | |Assignment Task | | | |Name of the Student | | | |11/10/2013 | | | | | Essay Introduction The targeted industry on which the effect of globalization will be studied is the garment industry, and the two companies which we will study in this regard are Zara and H&M. All the top garment industries notability Zara and H&M are doing a fine job in the garments industry as they have adopted well-defined quality standards. There is a diverse research made on the garments and fabric business as they do change with respect to the trends and fashion.......

Words: 2684 - Pages: 11

Free Essay

Gunda and Loha

...‘GUNDA’ AND ‘LOHA’ A STUDY OF CULT FILM CULTURES KSHITIJ PIPALESHWAR A dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Arts in Media and Cultural Studies School of Media and Cultural Studies Tata Institute of Social Sciences Mumbai 2013 i DECLARATION I, Kshitij Pipaleshwar, hereby declare that this dissertation entitled ‘ ‘Gunda’ and ‘Loha’ : A Study of Cult Film Cultures’ is the outcome of my own study undertaken under the guidance of Assistant Professor K.V.Nagesh Babu, Centre for Critical Media Praxis, School of Media and Cultural Studies, Tata Institute of Social Sciences, Mumbai. It has not previously formed the basis for the award of any degree, diploma, or certificate of this Institute or of any other institute or university. I have duly acknowledged all the sources used by me in the preparation of this dissertation. 3rd March 2013 Kshitij Pipaleshwar ii CERTIFICATE This is to certify that the dissertation entitled ‘‘Gunda’ and ‘Loha’ : A Study of Cult Film Cultures’ is the record of the original work done by Kshitij Pipaleshwar under my guidance and supervision. The results of the research presented in this dissertation/thesis have not previously formed the basis for the award of any degree, diploma, or certificate of this Institute or any other institute or university. 4th March 2013 K.V.Nagesh Babu Assistant Professor Centre for Critical Media Praxis School of Media...

Words: 22257 - Pages: 90

Premium Essay

Comparison of Marketing Strategy

...teachings gave me conceptual understanding and clarity of comprehension, which ultimately made my job more easy. Credit also goes to all my friends whose encouragement kept me in good stead. Their continuous support has given me the strength and confidence to complete the project without any difficulty. Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. I am also thankful to authority of Airtel & Vodafone for providing me the information. (UMESH GARG) CONTENT 1. Acknowledgement 2. Contents 3. Declaration 4. Synopsis 5. introduction 6. Need of the study 7. objectives of the study 8. introduction of the topic • • • • • • • • • • Telecom sector in India Airtel Vodafone Background Company profile of Airtel The magic Comparison between marketing strategy of Bharti Airtel and Vodafone Type of research...

Words: 12240 - Pages: 49

Premium Essay


...1 GLOBALIZATION 2 PART 1 Globalization PART ONE Planet Starbucks T hirty years ago Starbucks was a single store in Seattle’s Pike Place Market selling premium roasted coffee. Today it is a global roaster and retailer of coffee with more than 7,600 retail stores, some 2,000 of which are to be found in 34 countries outside the United States. Starbucks Corporation set out on its current course in the 1980s when the company’s director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz, who later became CEO, persuaded the company’s owners to experiment with the coffeehouse format—and the Starbucks experience was born. The basic strategy was to sell the company’s own premium roasted coffee, along with freshly brewed espresso-style coffee beverages, a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. The company also stressed providing superior customer service. Reasoning that motivated employees provide the best customer service, Starbucks executives devoted much attention to employee hiring and training programs and progressive compensation policies that gave even part-time employees stock option grants and medical benefits. The formula met with spectacular success in the United States, where Starbucks went from obscurity to one of the best known brands in the country in a decade. In 1995, with almost 700 stores across the United......

Words: 24447 - Pages: 98

Premium Essay

Strategic Management

...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/ Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...

Words: 154599 - Pages: 619

Premium Essay

Mba 570

...Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition I. Initiating the Marketing Process 3. Scanning the Marketing Environment © The McGraw−Hill Companies, 2005 Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition I. Initiating the Marketing Process 3. Scanning the Marketing Environment © The McGraw−Hill Companies, 2005 CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT IT’S SHOW TIME! Don’t blink, because the world of entertainment is changing faster than anyone imagined possible. Online music, high-definition televisions, digital photography, computer-based media centers, and software for making movies are just some of the many products new to the entertainment industry. The revolution began with the combination of Apple’s iPod music player, which can store 10,000 songs in a device smaller than a deck of cards, and its iTunes Music Store, which sells more than 10,000,000 songs each month for just $.99 each. Other new forms of digital entertainment products include digital video recorders (DVRs), which record TV shows on hard drives instead of tape, and home entertainment “hubs,” which utilize wireless networks to link digital devices from around the home. Some experts even predict that there will probably be a version of iPod and iTunes for movies in the near future. Suddenly the music, television, photography, movie, and computer industries are converging. Musicians, recording companies, television networks, camera companies, movie......

Words: 13408 - Pages: 54

Free Essay


...The 2012 The Cathedral & John Connon Alumni Magazine Founders’ Day Brunch 2011 EVENTS Rumble in the Jungle OFF THE SHELF Amish Tripathi and Akash Shah OUT OF THE BOX Dhanya Pilo Contents 9 President’s Message Events Founders’ Day 2011 Rumble in the Jungle Memories and Mayhem School Update Summer School Spotlight Keshav Desiraju Sudha Shah Off the Shelf Amish Tripathi and Akash Shah Out of the Box Vijaya Pastala Dhanya Pilo Nostalgia Reunions First Citizen In Memoriam Mrs. Irene Saldanha Mr. Anthony Dias Class Notes The Quiz 2 5 7 9 10 13 15 17 18 21 22 25 27 29 31 33 36 68 15 13 18 Editorial Team Udita Jhunjhunwala (ICSE 1984) Miel Sahgal (ISC 1989) Shyla Boga Patel (ISC 1969) Mukeeta Jhaveri (ISC 1983) Mitali Anand Kalra (ISC 1989) Business Rohita Chaganlal Doshi (ISC 1975) Editorial support, Design and Printing 22 Kirtana Shetty Minaal Pednekar and Nikunj Parikh Spenta Multimedia This magazine is not for sale and is intended for internal circulation only. Any material from this magazine may not be reproduced in part or whole without written consent. Views and opinions expressed in this magazine are those of the individual authors and not necessarily those of the Publishers. Published by The Cathedral and John Connon Alumni Association, 6, P.T. Marg, Mumbai 400 001 and printed at Spenta Multimedia, Peninsula Spenta, Mathuradas Mill Compound, Lower Parel, Mumbai 400 013.......

Words: 40944 - Pages: 164

Premium Essay

Tattoo Thesis by Minnehaha

...was said to have two major derivations. From the Polynesian word “Ta” which means “to strike something” and from the Tahitian word “Tatau” which means “to mark something”. Archaeologists across the globe have unearthed preserved corpses and mummies that are tattooed. These mummies are said to have lived thousands of years ago, and most of the bodies bore tattoos that signify their cultures, ranks and beliefs. According to research, tattooing has been in activity to many countries such as Japan, Egypt, China, Polynesia, New Zealand, Indonesia, India, Thailand, Africa, Ancient Greece and Rome, America, England, France, and the Middle East thousands of years ago. It is arguably claimed that tattooing has existed since 12,000 years BC and it is as diverse as the people who wear them. The purpose of tattooing varies from culture to culture and its place on the time line. Tattoos have served as rites of passage, marks of status or rank, symbols of religious and spiritual...

Words: 7551 - Pages: 31

Premium Essay


...Overview of Chapter This chapter examines the global environment and identifies the various forces emanating from it which managers must perceive, interpret, and respond to. These forces are divided into two categories, the global task/specific and the general. The chapter also discusses the forces behind the process of globalization and the challenges that today’s open trade environment present to managers. The chapter then closes with a discussion of national culture, its impact upon organizations, and a model to be used to compare various national cultures. Learning Objectives 1. Explain why the ability to perceive, interpret, and respond appropriately to the organizational environment is crucial for managerial success. (LO1) 2. Identify the main forces in both the global task and general environments and describe the challenges that each force presents to managers. (LO2) 3. Explain why the global environment is becoming more open and competitive and identify the forces behind the process of globalization that increase the opportunities, challenges and threats, and complexities that managers face. (LO3) 4. Discuss why national cultures differ and why it is important that managers be sensitive to the effects of falling trade barriers and regional trade associations on the political and social systems of nations around the world. (LO 4) MANAGEMENT SNAPSHOT: NESTLE’S FOOD EMPIRE Nestle, a global organization, is headquartered in......

Words: 10183 - Pages: 41

Premium Essay

Julius Ceasar

...OUTLINE OF U.S. HISTORY OUTLINE OF OUTLINE OF U.S. HISTORY C O N T E N T S CHAPTER 1 Early America . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 CHAPTER 2 The Colonial Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 CHAPTER 3 The Road to Independence . . . . . . . . . . . . . . . . . . . . . . . . . . 50 CHAPTER 4 The Formation of a National Government . . . . . . . . . . . . 66 CHAPTER 5 Westward Expansion and Regional Differences . . . . . . . 110 CHAPTER 6 Sectional Conflict . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128 CHAPTER 7 The Civil War and Reconstruction . . . . . . . . . . . . . . . . . . 140 CHAPTER 8 Growth and Transformation . . . . . . . . . . . . . . . . . . . . . . . 154 CHAPTER 9 Discontent and Reform . . . . . . . . . . . . . . . . . . . . . . . . . . . 188 CHAPTER 10 War, Prosperity, and Depression . . . . . . . . . . . . . . . . . . . . 202 CHAPTER 11 The New Deal and World War I . . . . . . . . . . . . . . . . . . . . . 212 CHAPTER 12 Postwar America . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256 CHAPTER 13 Decades of Change: 1960-1980 . . . . . . . . . . . . . . . . . . . . . 274 CHAPTER 14 The New Conservatism and a New World Order . . . . . . 304 CHAPTER 15 Bridge to the 21st Century . . . . . . . . . . . . . . . . . . . . . . . . . 320 PICTURE PROFILES Becoming a Nation . . . . . . . . . . . . . ....

Words: 104976 - Pages: 420

Premium Essay


...What Is LGBT? LGBT stands for lesbian, gay, bisexual and transgender and along with heterosexual they describe people's sexual orientation or gender identity. These terms are explained in more detail here. Lesbian A lesbian woman is one who is romantically, sexually and/or emotionally attracted to women. Many lesbians prefer to be called lesbian rather than gay. Gay A gay man is one who is romantically, sexually and/or emotionally attracted to men. The word gay can be used to refer generally to lesbian, gay and bisexual people but many women prefer to be called lesbian. Most gay people don't like to be referred to as homosexual because of the negative historical associations with the word and because the word gay better reflects their identity. Bisexual A bisexual person is someone who is romantically, sexually and/or emotionally attracted to people of both sexes. Transgender or Trans Is an umbrella term used to describe people whose gender identity (internal feeling of being male, female or transgender) and/or gender expression, differs from that usually associated with their birth sex. Not everyone whose appearance or behaviour is gender-atypical will identify as a transgender person. Many transgender people live part-time or full-time in another gender. Transgender people can identify as transsexual, transvestite or another gender identity. Gender Identity One's gender identity refers to whether one feels male, female or transgender (regardless of one's......

Words: 19540 - Pages: 79