Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, MTV , Staying Cool in the New World

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Case Title:

MTV – Staying Cool in the New World

Publication Year : 2006

Authors: Ms. Mridu Verma

Industry: Entertainment

Region:US Europe

Case Code: MKS0071P

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2006, the MTV empire is facing new threats in the era of ipods, mobile phones and internet. Though ratings are still strong for many of the channels, the original MTV is no longer the must-see it was. MTV is trying to generate revenues in the new mediums like internet, digital mediums and mobile telephony. MTV has initiated several steps including outlining a ‘Digital Marshall Plan’ which signals the end of the one-screen company. Tying all the media together allows MTV to create a fully branded experience at all contact points with its audience. With over 700 million mobile phone users across the world in 2005, MTV has decided to build viewers through the new medium – mobile telephone screens. MTV has teamed with Microsoft Corp. to launch a music download service, ‘Urge’ to grab a chunk of the fast-growing $765 million music download market. Will MTV be able to repeat its earlier successes in the new mediums?

Pedagogical Objectives:

  • The case traces MTV’s growth strategy, the way its has adapted to changing market requirements and its initiatives to remain relevant in the new environment.

Keywords :  MTV, digital Marshall Plan, reengineer MTV,, MTV360, Marketing Strategies Case Study, music downloads, streaming videos, branded channels, MTV on Mobile phone, digital music, business model, Nickelodeon, Viacom


  • Background
  • Meeting the digital threat
  • MTV Online
  • MTV on Mobile phone
  • MTV and digital music
  • Looking Ahead

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