Browse Case Studies by
Case Studies in
- Corporate Governance
- Corporate Social Responsibility
- Economics
- Entrepreneurship
- Finance, Accounting & Control
- Leadership
- Marketing
- Organisational Behaviour / HRM
- Social Entrepreneurship
- Strategy
- All Case Studies »
Concept wise Case Studies
- Mergers, Acquisitions and Alliances - Vol. I
- Mergers, Acquisitions and Alliances - Vol. II
- Mergers, Acquisitions and Alliances - Vol. III
- Mergers, Acquisitions and Alliances - Vol. IV
- Airline Industry
- » All Concept wise Cases
Industry wise Case Studies
- Banking and Financing Services
- Retailing
- Energy and Utilities
- Oil and Gas Refining, Marketing and Distribution
- Commercial Aircraft Manufacturing
- » All Industry wise Cases
Region wise Case Studies
Mergers, Acquisitions, Alliances and Synergies Case Study
Case Title:
MTV-Google Alliance: Sharing Video Across The Online Media
Publication Year : 2006
Authors: Supriyo Bose, Kumar Satyaki Ray
Industry: Entertainment
Region: US
Case Code: MAA0088K
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
In August 2006, MTV Networks formed a strategic agreement with Google to share its video content across Google’s network. The innovative video distribution model enabled Google to distribute ad-supported video content to niche websites and blogs targeted at teens and young adults. With online advertising market forecasted to grow to $26.4 billion by 2010, the deal aimed to generate interests among content owners, web publishers and advertisers, and create new revenue opportunities for both Google and MTV.
The case offers scope to discuss the emerging avenues in the Internet in the backdrop of the video distribution deal of MTV and Google.
Pedagogical Objectives:
- To understand the changing dynamics of video content in the Internet
- To discuss the growing significance of online advertising as a leading advertising vehicle for companies
- To discuss the business model of Google and its sustainability in the long-run
- To discuss how brand awareness could be increased by innovative marketing campaigns
- To critically analyse the competitive forces shaping the video content industry in the Internet.
Keywords : Mergers,Acquisitions,Alliances Case Study;MTV (Music Television) networks; Google; On-line advertising; Video content; Adwords; Cost per click (CPC); Adsense; MTV overdrive; YouTube; Guba; Google video; Yahoo; MSN (Microsoft network); Viacom
