MTV Research

MTV was first established New York City on August 1, 1981. The original purpose is to publish music videos guided by on air hosts such as VJs. MTV has used on impact on the music industry and popular culture. The concept of MTV was popularized sue to the idea of a dedicated video based outlet for music was introduced for both artists and fans. MTV’s moral influence on young people includes issues related to censorship and social activism has been a subject of debate for years. MTV focus more on non music programming has been contested relentlessly since 1990’s demonstrates the channel’s previous impact on popular culture. MTV plays music videos 24 hours a day, 7 days a week guided by video jockeys and several spinoff channels. Videos can be played on demand at their website as well.  MTV’s format after top 40 radios was hired to host the network’s programming and to introduce videos being played. Many VJS involved became celebrities in their own right. A large number of rock bands and performers of the 1980s were made popular by MTV such acts range from new generations of hard rock and heavy metal bands such as culture club and prince. Besides music videos, MTV expand programmes to centrepiece its programming. MTV present a variety of non music related television shows aimed primarily at 12 to 18 year old demographic. MTV video music awards show is used to develop into a music industry showcase marketed as a more relevant youth targeted antipode to other award shows. MTV’s award show with similar success also creates it success across Europe.  MTV is widely considered as the first television network to develop its brand with an unified vocabulary, Voice and visual identity. MTV’s logo from the large M to the graffiti style superimposed and quickly became instantly recognizable in popular culture.  This therefore created change for the evolution to MTV’s iconic image and branding of the network. MTV have spread its popular culture for 30 years become an iconic channel to become the centre of the ongoing debate over the cultural and moral influence of music and television on young people and society. The channel also found itself criticism by various groups about programmes, social issues, political correctness, sensitivity and moral influence on young people. Beyond MTV it has distributed to many additional properties beyond the channel to other sister channels in the US, from the satellite television to HD channels such as Palladian and MTV Hits/Jams.  MTV have also created a website in order to experiment and create a new voice of recognition. The service has brought additional content towards society and new divisions of the company.  MTV.com expands the channel’s broadcasts by showing content to its viewers and service supported by commercials. This promoted advertising and announces digitalisation such as cell phone, ipad, computers and other digital devices.

  MTV’s target audience consists of young adults of 12-24 year olds including the website. MTV is a highly rated network in most other demos.  Therefore the median target audience says around 21 to increase potential. The network mostly focuses on youth with new shows, good ratings and endless potential deals. MTV offers advertising packages to MTV2, allowing credit and availability, which targets slightly more male and also contains its promotional deals with comedy central, VH1 and UPN. However MTV faces challenges with media buyers upfront. Its current line-up is heavily on female targeted programmes while trying to balance male and female viewers. The network is constantly burning through programmes through and uneasy sense making MTV feel responsible for their own actions and obligations towards society. And finally MTV have a long social, political and environmental activism in young people. The target audience of MTV is more into the popular music channel that specifically plays videos form the genres indie and rock allowing us to link to our alternative rock music video. The music channel; is with attitude fro indie, rock and alternative music enthusiasts. An interactive music channel playing diverse and cutting edge music, MTV is where the viewers show their interests in interactive music this creates their own hour of videos through the web/ It’s really created and by individuals therefore the target audience is 16-24 male.  MTV have a variety of regional affiliations globally, however MTV faces a big challenge by choosing advertisement that mirror the sentiment shared by youths across the 64 countries, yet still retain their national identities and cultural values and the challenge to adopt services that would give a positive perception to local mainstream.  Demographics is also involved with MTV that it reaches 64 countries with six affiliate broadcasting arrangements across the world. This represents all youth cultures and young professionals who are cognizant of the lifestyle forms. It links to the different styles of the programming in each local unit. The market associated with MTV can be segmented geographically in this sense, where every local programming is customized based on the socio-economic culture of the geographical unit. Also the socio-cultural that MTV adjusts its advertisements to its affiliate units accordingly. The pressing social issues that need to be addressed to significantly influence the advertisements and the language is also a vehicle for local customization. With the MTV units, the target audience would be local population with age rating 18-34. Furthermore, it has a target audience as well as in different sectors of the society through parents, elders and politicians.  These sectors influence how programs are relayed through them this relates to the fact that these people are direct constant companions of the target audience. MTV caters to the upper part of youth cultures in terms of financial market industries. It wants to establish connections between people in the upper class with trendy and up to date music videos as well as being informational.  MTV has been in a position of being the world’s influential musical and lifestyle iconic music channel for the youth. It has also delved into informed, aware and concerned vehicle for change in the youth channels. Levi Strauss is one of the world’s most recognized leading distributor in the industry. It would definitely want to advertise globally on MTV for the primary reason that MTV connects to the upper class of the market. Levi Strauss is actually emphasizing a brand to connect cultures to create a community full of potential.  MTV’s marketing is mainly based on the products and services that basically MTV offers the youth and professional a whole lifestyle and information to be rolled into one. It features music videos, fashion trends, concert tours and promotions. Moreover, it promises value adding services through news broadcasting and tackling local issues.  The price of the amount customers have to pay is actually continual patronage of the program. The high viewers ratings will bring them into line with the market’s perception of MTV’s increasing value, hence increasing their “price” from business conglomerates. MTV does well that they make their service and name available to target consumers through music awards and campus tours also musical interests.  MTV always has many activities and programs that persuade target customers to patron them this promotes singers and bands allowing them to deliver value to the customers such as incorporating social issues in their programmes.  MTV exercises “creative control” over these different levels such as channels being irrespective of the language to the similar familiar frantic appearance and fell of MTV. This then helps MTV to do “gene transfer” of the company’s culture and operating principals. MTV networks have reached a iconic symbol for globalization which adopts the right to have international strategies and controls at the right time to regain its lost popularity, especially in non-English speaking countries such as Asia and Europe. Therefore each country has it’s own unique and favourite music scenes and songs. People would love to hear these more than adapting to foreign music therefore MTV clearly failed to understand this core principle as a result, MTV suffered and started to decline. Soon there were many local copy stations in Europe that catered to individual countries music scenes.  MTV has built a strong base across countries through it’s localization policies and the emergence of digital television and internet provided by opportunities to extend their research to international audiences. MTV has come up with more illnternet and mobile services in order to receive and come up with more youthful innovations that target the current issues related to youth cultures that link with MTV.  MTV’s visibility as a promotional tool for the record industry, the channel was accused of devaluing the importance of music, replacing quality with a visual aesthetic shunning equally popular but less image centric or single based acts. Various groups and individuals since have criticized MTV for similar reasons that insisting that the channel has a responsibility as “music television’ to play more music videos and upload better standards for music videos that they choose to feature in rotation.