Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 8 pages
Data source: Published sources
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Abstract
In the early 21st century, MTV (Music Television), a popular cable channel, faced threats from new entertainment options like on-line videos, podcasting and do-it-yourself music mixes. These new forms of entertainment easily lured away the young audience of MTV. After witnessing the loss of viewers, MTV realised the need to hold its audience. To make use of the growing popularity of digital entertainment and to increase its audience, MTV decided to transform itself to the needs of the digital age. As a major step in digitalising the process, it collaborated with Microsoft in creating MTV Urge, to cater to the on-line music download market. It also launched MTV Flux, which allowed viewers to choose the programmes that they wanted to watch. This helped MTV to integrate the traditional TV channel with the Internet. For wider distribution of its content, MTV also forged alliances with mobile phone companies like Vodafone, Orange, and DoCoMo. It remained to be seen whether MTV's attempts would raise the popularity and acceptance among the new age viewers.
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Abstract
In the early 21st century, MTV (Music Television), a popular cable channel, faced threats from new entertainment options like on-line videos, podcasting and do-it-yourself music mixes. These new forms of entertainment easily lured away the young audience of MTV. After witnessing the loss of viewers, MTV realised the need to hold its audience. To make use of the growing popularity of digital entertainment and to increase its audience, MTV decided to transform itself to the needs of the digital age. As a major step in digitalising the process, it collaborated with Microsoft in creating MTV Urge, to cater to the on-line music download market. It also launched MTV Flux, which allowed viewers to choose the programmes that they wanted to watch. This helped MTV to integrate the traditional TV channel with the Internet. For wider distribution of its content, MTV also forged alliances with mobile phone companies like Vodafone, Orange, and DoCoMo. It remained to be seen whether MTV's attempts would raise the popularity and acceptance among the new age viewers.