Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Topics:
Positioning; Branding; MTV (Music Television) India; Strategy; Indian television industry; STAR (Satellite Television Asian Region) network; Doordarshan; Indian media landscape; Media companies in India; Music channels in India; Viewership of music channels in India; MTV's strategic positioning in India; Exponential rise of cable TV connections in India; Promotional programmes of MTV India and Channel V
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Abstract
MTV (Music Television) India is a 24-hour music channel that mainly targets viewers between the age group of 15 to 34 years. MTV made its debut in India in 1991 with a lot of American programming, which was targeted at the English-speaking young elite of India. The initiative was partially successful. In 1996, MTV was relaunched with an array of local shows and India based programmes to appeal to a wider audience.
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Abstract
MTV (Music Television) India is a 24-hour music channel that mainly targets viewers between the age group of 15 to 34 years. MTV made its debut in India in 1991 with a lot of American programming, which was targeted at the English-speaking young elite of India. The initiative was partially successful. In 1996, MTV was relaunched with an array of local shows and India based programmes to appeal to a wider audience.