MTV Networks International: Localizing Globally |
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"MTV is a global brand which thinks and acts locally. We reflect the taste and demands of our viewers and this differs in each market. Thus the need to create specific channels (in each country) that meet the needs of our target audience."1 - David Flack, Senior Vice President of MTV Asia's Creative and Content Division, in 2003. "We came out of the gate intuitively thinking that you have to be local to connect with the audience. That it wasn't only about the language and the music, but sensibility...even though the brand can be the same everywhere."2 - Bill Roedy, President of MTV Networks International, in June 2005. MTV Networks - Globetrotting
MTVI, which included MTVN's core channel MTV and its sister channels outside the US, was growing at a rate of 20% annually, as of mid-2006. It was also the first international television network to broadcast channels in local languages with localized content in various countries around the world.6
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1] Kenny Santana, "MTV Goes to Asia,"www.yaleglobal.yale.edu, August 12, 2003. (Accessed on September 23, 2006)
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