The MTV - Channel [V] Rivalry in India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR038 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 15 Pages
Period : 1991 - 2002
Organization : Channel [V], Music Television (MTV)
Pub Date : 2002
Teaching Note : Not Available
Countries : India
Industry : Media & Entertainment


The case examines the rivalry between leading music television channels in India, MTV and Channel [V] during the late 1990s and early 2000. The reasons behind MTV exiting India, in the launch of Channel [V] and MTV's re-entry have been discussed.

The reasons behind Channel [V]'s initial success that prompted a strategic shift in MTV's programming mix have been also detailed. The case explores the various measures undertaken by MTV that enabled it to become the market leader at the cost of Channel [V]. Finally, the restructuring efforts undertaken by Channel [V] to compete with MTV and the results have also been examined.


The pros and cons of Channel [V]'s programming and reasons behind Channel [V] losing its leadership position to MTV


  Page No.
A 'Musical' Fight 1
Background Note 2
The Bout: Round I, Mtv's Struggle to Gain a Foothold 3
The Bout: Round II, Mtv on the Offensive 4
The Bout - Round III, Channel [V] Gets Defensive 5
The Bout - Round IV, Channel [V] Gets Defensive, Yet Again 7
The Bout: Round V, Channel [V] Goes 'Back To Basics' 9
The Bout - Round VI, Back To Square One 10
Exhibits 12


Rivalry, music television, channels, India, MTV, Channel [V], 1990, 2000, India, re-entry, strategic shift, programming mix, market leader, restructuring efforts

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