Mtv Case Study Essay
1 – What is the MTV brand image? How valuable are the MTV brand associations? What should its core values be?
The MTV brand started out with a focus on the music where it helped to launch the visual impact of bands through music videos. MTV is a youth oriented brand, that started as a purely music video station, and has now involved into a pop-culture station with a mix of long-form programming, and videos. They created stars and termed new expressions like VJs and quickly differentiated their product from the competition. As a result of having a first-mover advantage they were the TV channel to go to in order to endorse your music. They managed to build up their brand and be a key channel for promotion …show more content…
4 – Discuss the role the Internet in programming. How should MTV best integrate the Internet into the brand? How might technology impact MTV’s future?
MTV’s websites serve as an added channel to keep viewers engaged beyond just watching the channel they can now watch TV episodes and have wallpapers etc. However, the internet could pose the problem as sites like YouTube, World Star Hip Hop, and a collection of others give viewers access to video on demand, (what they want to see and when they want to see it), as opposed to watching a channel and waiting to hopefully see a song or wait for a program to air. MTV should continue to use the Internet to its advantage by offering exclusive online clips, interviews, and MTV personalized gear. They should continue to create apps and use Twitter, Facebook, and Instagram to connect to viewers. The MTV