Marketing Tips from the growth of MTV Channel
From childhood to teenagers to a youngster – choice changes! From juice to beer, from Ludo and carom to PlayStation and from cartoon network to “MTV CHANNEL OF YOUTH“
Today, in this blog, I am going to talk about how MTV managed to win the hearts of Indian youngsters. This channel of youth entered the Indian entertainment industry in 1996 with lots of expectation.
In starting phase expectation was crushed due to the wrong strategy. They underwent drastic failure as they did not try to understand Indian youngsters’ mindset and continued with global strategy.
Played Hollywood music, appointed English speaking VJs and did blunder by calling Bollywood music as “not so cool” music for youngsters. All these mistakes blend together to contribute to the downfall of MTV in India.
However, before channel [V], then a competitor of MTV would have wiped it off from the Indian entertainment industry, MTV changed its strategy to “Think locally and globally and act accordingly”. They started a localized approach by playing Bollywood songs with Hinglish speaking VJs.
Reinvention is the term they have taken very seriously. Even their top management employee once said that “Most channels change their look, tone and feel after six years; we change it every six months”.
They hired best minds from industry and most importantly they made consumer research and insight as to their topmost priority after which never looked back and became the voice of youngsters. One of the most extensive research was “The curious mind” where youngsters were asked to pick four things they spend on from the list of 21, majority of them picked the thing which helps them to #StayConnected.
MTV hosted various campaigns – ‘Gaseous Clay’, ‘The Liftman’ , ‘Poga’ and “dharti ke laal “campaign. Few out of them were for a social cause. To name the few:
- #CoverBeforeLover campaign which urged people to indulge in safe sex launched on 1 Dec 2016 – World AIDS Day
- #Freedomcollection campaign in which MTV collaborated which Askmebazar.com to launch an AD on 15thof August raising voicing for freedom of women to wear what they desire for, without any restriction in society.
- #StepUpDiscover – Another renowned campaign which team MTV launched was #StepUpDiscover. In this campaign, MTV Indies collaborated with Pepsi to urge Indian youngsters to discover new channels thus help themselves by relieving from monotonous content.
- #DriveWithMTV – During this campaign, they harnessed the power of social media to select a contestant to make the team of four. They used social media not only for promoting but also for programming. They tracked sentiment analysis (e.g. – contestant people like to talk about most), shared data with programming & editing team and this team gave maximum air time to the contestant who drives maximum social conversation.
- Apart from these campaign team, MTV collaborated with various youngsters’ brand such as Wildcraft, Lenevo, Tata (Drive with MTV campaign on the launch of Tata Nano). These strategies proved to be a great success for MTV as well as for fellow brands.
Apart from these campaign team, MTV collaborated with various youngsters’ brand such as Wildcraft, Lenevo, Tata (Drive with MTV campaign on the launch of Tata Nano). These strategies proved to be a great success for MTV as well as for fellow brands.
MTV came to India as a music channel but it understood young generations’ demand mold itself accordingly by concentrating more on reality shows. Roadies, splitsvilla, MTV Bakra, and other mockumentary shows increased its viewership to an exorbitantly high level.
As MTV rose in the Indian market, it adopted “MTV enjoy” as its tagline perceiving it as “Desi Cool”. However, with frequent research, it reinvented itself from “Desi Cool” to “Unpredictably Cool” with tagline of “My MTV”
MTV believed that in the age of SCREENAGERS (teenager + screen), one cannot ask their audience to switch to screen which they are not in habit of using much (TV). Now, eyeballs have moved to another screens ( Phones, tabs, Ipads) and MTV has lost its existence.
MTV tried to adapt itself well into the latest marketing strategies – digital and content but couldn’t able to win. OTT is another contributor to its downfall. Though overall MTV “was” a marvelous brand and young marketers can learn a lot from its strategies.
I have tried to club maximum possible information in this blog and would like to close it down now. Please let me get familiar with your responses in the comment section below.
THANKYOU, HAPPY READING!