Top Story


Home >> International >> Article

Viacom to use MTV platform for its global strategy

Font Size   16
Viacom to use MTV platform for its global strategy

Viacom Inc plans to use its MTV Networks unit as the foundation of its global strategy, with focus on emerging markets in China, India and Brazil. MTV, which reaches 340 million homes worldwide, is growing very fast in Asia, reaching nearly 130 million homes.

The US spends about 0.6 percent of its gross domestic product on television advertising, compared to 0.2 percent in China, where MTV reaches 54 million homes. As the gap narrows, Viacom Inc, stands to reap enormous benefits, as China is projected to become the world’s fourth largest advertising market by 2010.

In Latin America, MTV will continue to focus on Brazil, which is expected to grow from the 12th largest advertising market to the third largest by 2010. Another key element of MTV’s international strategy is the focus on local programming, with 60 to 70 percent of the programming on each of MTV’s international channels produced in its respective market.

MTV, which recently bought The Music Factory, its rival channel in Belgium, the Netherlands and Luxembourg, is on a lookout for more acquisitions in large markets without widespread access to cable.

The company also plans to spread its influence beyond television to other media such as the Internet and mobile phones, particularly in Europe and Japan, where text messaging via phones is popular. In the UK, MTV introduced the show “Videoclash,” in which the video playlist is determined by text messages sent from mobile phones, or MTV’s UK website. MTV is also considering the launch of an American version of the show.


Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

The live telecast of the match between India and Sri Lanka on Star Sports 1 Hindi, topped the Top 5 Programs with 3 million impressions

Meanwhile, Radio City and Radio Mirchi continued dominating Bangalore and Kolkata respectively

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue