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MTV的SWOT分析 SWOT Analysis of MTV(8)

时间:2018-01-31 15:48来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
 
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MTV must continue its expansion of local content as competition and rivals decide to attack MTV through local channels. Globalization has only increased the chances for MTV to meet its hungry competitors and it is easy to have the means to try to top MTV through new digital and media platforms. MTV has already its share of imitations from countries around the world and people may not mind this. By integrating these technologies and continuing its expansions throughout the world especially in emerging countries found in Latin American and Asia, it may continue to meet success. MTV's chance of success and survival is not as high in the 1980s and 1990s where MTV has been a pioneer of music television, and establish itself as a cultural icon.
 
MTV must first correct its weaknesses foremost of which is its need to reach out to a local audience by researching about the market they are entering. This can be repaired through alliances with local companies such as the Philippines' NBC. It also needs to appeal to the governments. In each country there is an obstacle or challenge waiting like the limitation of pay television and the propagation of free channels which will discourage purchase of MTV.
 
The young generation or the 12-34 demographic is the hardest market to pin down due to changing trends and interests. They are inconstant with their desires and most likely, they would not be the slightest bit similar to the generation that popularized MTV. These are the children of digital and new technologies that would have a shorter attention span and fleeting interests. The 21st century is an even more distracting world. MTV must constantly reinvent itself and start something new in order to ride along the changes and the thirst towards innovations. In order to be the trend-setter it was in the past, it must be able to encompass or conquer its challenges of globalization and technology and create from here
 
COMPETING IN CHINA
China with its 330 million television sets is considered as the major growth market. Because of the vast size and growth potential both the channels actively competing for local partners in anticipation of reaping future benefits. But the Chinese market is strictly regulated by the central government, because of the communism in the country. Satellite broadcasts were officially banned so foreign satellite TV must be filtered through registered cable approved by state administration for film, radio and television. Unlike the road shows and dance parties in India, Chinese market has largely been in the form of hosting music award ceremonies (1999 onwards).
 
CONCLUSION
MTV has become a symbol of globalization. It adopted right international strategies and controls at the right time to regain its lost popularity, especially in non English speaking countries like India and Europe. The rationale behind MTV's localized approach is to “get inside the heads” of the local population and produce programming that matches their tastes and preferences. Whereas Channel V lacked to achieve this target till great extend.(责任编辑:cinq)


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