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The MTV (music TV) brand is part of one of the world''s largest media entertainment companies, Viacom. In a highly competitive operating environment, MTV relies heavily on successful marketing to maintain its competitive edge and utilises its human resource management function to support its business objectives. This case study profiles MTV, from largely strategic perspectives, in terms of the central marketing and human resource management dimensions in the organisation. The teaching note includes trigger questions on both marketing and human resource management. The principal teaching objectives are to: (1) inform insights into the ever-expanding entertainment industry; and (2) support critical analysis of contemporary applications of key marketing and human resource management principles. This case contains colour exhibits.