ANALYSIS ON MTV

MTV CASE STUDY:

CASE FACTS:

Ø It started on August 1^st 1981- broadcast the Buggles “Video killed the Radio Star” to 2.1 million subscribers around the country.

Ø It was later interrupted by jockey commenting on video broadcasts.

Ø It has been named Fortune’s product of the year by the end of first year”

Ø It transformed pop culture from an aural to visual medium and made more exiting.

Ø Their vehicle MTV has endured and was not forgettable by everyone.

Ø Subscriber increased from 2.1 million to 233 million in 13 years.

Ø Credited for defining hip.

Ø There is a clear vision and mission followed by its managers.

Ø They made a clear decision that would be voice of young America. They did not want to grow old with their audience. They wanted the attention of young people.

Ø They created new channels to attract audience of different ages. Nickelodeon, Mtv and VH-1.

Ø They always hired younger generation and making change before the audience is ready for change.

Ø At MTV diversity of workplace refers not only race and gender but also personality traits.

Ø They made changes according to the generation and try to communicate in most direct way.

Ø Their mission is to serve audience.

Problems:

Ø The inaugural video they made was forgettable.

Ø Employees were forced to keep open minds.

Ø Too much diversification.

Ø They were no senior management present and all the employees were young people except for Kurt Loader (co-anchor- 47)

Ø Mainly focused on the 12-34 age.

Perspective:

Ø There are sets of goals and objectives.

Ø Restrictions of age groups were removed.

Ø Hiring were done in a more professional manner.

Ø They did not do the work they hired for.

Best Solution:

Ø Increase the targeted audience, they can get more number of subscriptions.

Ø Hire employees with experience in the respective field.

Learning:

Ø Diversity of workplace is must.

Ø Mission and Vision is to must for a successful business.

Ø Independence for the employees for nurturing their skills, abilities and creativity which will help the organization grow.