Attracted to the large population and rising middle class, MTV sought to do in India what it had done in many countries before: customize its channel offerings to match the country’s culture, even if it meant devising a number of individual channels. This mini-case discusses the challenges that MTV undertook with this move: fierce competition for airtime, loyalty for local products, ineffectiveness of market segmentation, pirating and low cable subscription fees, etc. MTV still sees potential in this endeavor: It increased partnerships with advertisers and is now looking to diversify into the clothing and CD market, relying on the “hip” MTV image to carry it through. This case can be taught in conjunction with “Note on the Global Business Environment.”
Going Global (G): MTV India
Click on any button below to view the available document.
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.
Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.
This product does not have a teaching note.