Marketing Mix of MTV and 7Ps (Updated 2024)

The Marketing mix of MTV analyses the 7Ps of MTV, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of MTV. MTV is associated with the Media and Entertainment industry as it is a television channel related to satellite and cable networks. Music television was initialized to form MTV and is of American origin, founded in 1981, 1st August. It is a subsidiary of its owner company, Viacom Media Networks, a division of its parent company, Viacom. Some of its competitors are as follows-

• UTV Bindaas
• YouTube
• Channel V
• Internet music sites
• 9xM
• Zoom

About MTV

• Type: Television channel
• Industry: Television
• Founded: August 1, 1981
• Founder: Bob Pittman
• Headquarters: United States
• Area served: Worldwide
• Key people: Shari Redstone (Chairman) and Bob Bakish (CEO)
• Number of employees: 1,000

MTV Product Strategy

MTV channel started its operations by airing music videos hosted by famous personalities known as VJs or video jockeys. The first music video on this channel was Video Killed the Radio Star by The Buggles, followed by You Better Run by Pat Benatar.

MTV’s effect on the media and entertainment industry was immediate as local record stores started selling music aired on its channel. The channel aired rock bands, classic rock acts, pop music, and promotional videos.

Later, besides music, its programs started including original drama, comedy, animated series, and reality shows like Beavis and Butt-head, The Real World and Road Rules, Clubland, Hip Hop POV, The Week in Jams, It’s On with Alexa Chang, MTV First and Behind the Music Remastered. MTV launched a game show titled Remote Control, a dance show titled Club MTV, and a news show related to fashion titled House Of Style.

The product mix of MTV in 2024 is as follows (Source).

1. Music Videos and Music Programming: Initially, MTV’s primary offering was music videos and music programming for rock and pop genres. They also featured music-related programming, including interviews with artists, live performances, and music news.
2. Original Television Shows: MTV expanded into original programming, including reality shows (like “The Real World”), competitions (“America’s Best Dance Crew”), and scripted series (“Teen Wolf”).
3. Award Shows: MTV hosts several high-profile music and movie award shows, such as the MTV Video Music Awards (VMAs) and MTV Movie & TV Awards, which have become significant cultural events.
4. Digital Platforms: With the rise of digital media, MTV has adapted by offering content through online platforms and social media, including streaming music videos, shows, and exclusive online content.
5. MTV Films: MTV has its film production division, which produces and distributes films across various genres.
6. Merchandising: MTV capitalizes on its brand and shows through merchandising, selling products from apparel to collectibles.
7. Music and Soundtracks: MTV has produced and released soundtracks and albums related to its programming.
8. International Channels: MTV has expanded globally with various international channels, each catering to regional music and cultural preferences.
9. Special Events and Concerts: MTV organizes and sponsors concerts and music events, often in partnership with other brands or for charitable causes.
10. Mobile Apps and Games: MTV has ventured into mobile applications and games related to their programming and music content.

MTV Pricing Strategy

MTV has a global viewership as it has positioned itself as a channel targeted at the younger generation, like students and teenagers who like raw reality shows and trendy music. It has implemented a penetration policy to reach every part of a country where its channel can be viewed by including local language, employees, and programs.

MTV is a pay channel, and the company has adopted a mid-premium pricing policy to earn revenues because it is income and gains that help a channel move forward. Advertisers are one of the main mediums to earn revenues, and MTV has several, like Dells and Domino’s Pizza, associated with its channel.

As a leading multimedia brand, MTV’s pricing strategy reflects a nuanced understanding of the entertainment industry, its diverse market segments, and the evolving media landscape. Here’s an expert breakdown:

1. Tiered Advertising Rates: MTV employs a tiered advertising rate structure, which varies based on time slots, viewer demographics, and program popularity. This flexibility allows them to maximize revenue from prime slots while offering competitive rates for less sought-after timeframes.
2. Subscription-Based Revenue for Premium Content: For their digital platforms, MTV likely employs a subscription model, offering premium content such as exclusive shows, behind-the-scenes footage, or early access to events, catering to dedicated fans willing to pay more for enhanced experiences.
3. Dynamic Pricing for Special Events: For events like the MTV Music Awards, MTV may use dynamic pricing strategies. Ticket prices for these events are likely set based on demand, prominence of the event, and seating categories, maximizing revenue while maintaining high occupancy.
4. Strategic Partnerships and Bundling: MTV likely leverages strategic partnerships with cable and streaming services, offering its content as part of larger bundles. This helps reach broader audiences and allows MTV to price its content competitively within these bundles.
5. Merchandising and Licensing: MTV probably adopts a competitive pricing strategy in merchandising. Prices for apparel, accessories, and collectibles are likely set in line with industry standards, ensuring affordability for a broad consumer base while capitalizing on the brand’s popularity.

MTV Place Strategy

MTV is an American channel viewed in every part of the United States, with its headquarters in New York City. It has spread its network to the international arena via several associated sister channels in nearly fifty countries, including Canada, Argentina, Austria, France, India, Spain, Thailand, Sweden, and Romania. In the United States, MTV has several sister channels like VH1, MTV Live, MTV2, MTVU, MTV HD, and CMT, and by the year 2015, July, it was viewed by nearly 92,188,000 households in America.

It has adapted to meet a particular country’s local demands and tastes with affiliated channels depending on that country, like MTV India for India, MTV Korea for Korea, MTV China for China, and MTV Japan for Japan. It has used local dialects and employees in its channel to make it more popular internationally than in the domestic market. It has an official website, MTV.com, and airs online versions of programs shown on its channel.

The place strategy of MTV is as follows:

1. Global Expansion with Localized Content: MTV has expanded globally, establishing channels in various countries and regions. These channels often feature localized content to cater to each market’s cultural and musical tastes.
2. Digital and Online Presence: MTV has adapted to the digital era by establishing a solid online presence, including a robust website, streaming services, and social media platforms, making its content accessible globally.
3. Partnerships with Cable and Satellite Providers: MTV strategically partners with cable and satellite TV providers worldwide, ensuring their content is widely available in multiple markets through traditional television.
4. Event Locations for Maximum Impact: MTV hosts its award shows and special events in prominent locations, often choosing cities that are cultural hubs to maximize visibility and impact.
5. Retail and Merchandise Distribution: MTV’s merchandising strategy includes distribution through various online and physical retail channels to make their branded products widely accessible to fans.

MTV Promotion Strategy

MTV is one of the most popular and watched channels in the world, and it has utilized electronic and digital media beautifully by sponsoring trendy shows on television. It has launched several ad campaigns to create positive brand awareness. Its iconic campaign, I Want My MTV, was launched on television in the year 1982 and featured celebrities and famous artists like Madonna, Adam Ant, Lionel Richie, Peter Wolf, Mick Jagger, Peter Townshend, and Pat Benatar, encouraging viewers to add MTV channel their lineup. MTV has also adopted strategies related to increasing brand visibility via promotion through mobile applications and interactive websites.

As part of its promotional activities, it started the MTV Music Video Awards show in 1984 with a live performance from Madonna, Spring Break Coverage, an annual event in 1986, and the MTV Movie Awards in 1992. These annual events have become the most-watched broadcast in other countries worldwide.

MTV’s promotion and marketing strategy is centered on three core approaches:

1. Engaging Social Media Campaigns: Utilizing platforms like Instagram, Twitter, and TikTok, MTV creates viral, shareable content to engage with a younger, digitally-savvy audience.
2. Celebrity Partnerships and Influencer Marketing: With famous musicians, actors, and online influencers, MTV leverages its fame and following to promote its shows, events, and brand.
3. High-Impact Live Events and Award Shows: MTV hosts and broadcasts high-profile events like the VMAs, using them as platforms to showcase its brand, attract global attention, and promote its content.

Some Recent Video ads and Print ads of MTV are:

https://www.ispot.tv/ad/oVLS/mtv-save-our-moms

MTV People Strategy

When discussing the “People” element of the Service Marketing Mix for MTV, it’s crucial to consider both the internal stakeholders (such as employees and management) and the external stakeholders (such as viewers, artists, and advertisers) that contribute to the brand’s ecosystem. Here are some key points regarding the “People” aspect of MTV:

1. Diverse Talent Pool: MTV’s success heavily relies on a diverse talent pool that includes not just on-screen personalities like VJs (Video Jockeys), hosts, and performers but also the creative minds behind the scenes – directors, producers, writers, and editors who are adept at crafting content that resonates with the youth demographic.
2. Customer-Centric Approach: MTV’s staff, especially those in customer service and interactive roles, are trained to understand and engage with the younger audience. They’re skilled in using language and platforms that appeal to their target demographic, ensuring the MTV brand remains relatable and engaging.
3. Innovative and Adaptive Workforce: The employees at MTV are known for their creativity and innovation, constantly developing new formats and ideas to keep content fresh and engaging. This adaptability is crucial in responding to their young audience’s fast-changing tastes and interests.
4. Global Network of Professionals: MTV operates globally with a network of professionals from various cultures and backgrounds. This global perspective allows MTV to produce diverse content that appeals to international audiences, making it a global brand.
5. Celebrity Collaborations and Partnerships: MTV’s relationship with artists, musicians, and celebrities is critical to its people strategy. These collaborations create exclusive content, performances, and appearances that drive viewer engagement and brand loyalty.
6. Engagement with Viewers: MTV places a significant emphasis on interacting with its audience through social media, events, and fan-driven content. This direct engagement is facilitated by social media managers, event coordinators, and marketing teams who understand the importance of audience participation in the brand’s success.
7. Training and Development: MTV invests in training and developing its staff to keep up with the latest entertainment, technology, and social media trends. This ensures the team can leverage new platforms and tools to engage with the audience effectively.
8. Inclusive and Empowering Culture: The brand promotes an inclusive work environment that values diversity and creativity. By empowering its employees to take creative risks, MTV fosters a culture of innovation and bold content creation.
9. Viewer-Centric Content Creators: The creators and producers at MTV are adept at identifying and capitalizing on current trends, music, and cultural phenomena that resonate with their target audience, ensuring that the content remains relevant and appealing.
10. Community and Social Responsibility: MTV also engages people through its social responsibility initiatives, such as campaigns on mental health, voting, and social justice. These efforts contribute to societal wellbeing and build a strong, positive brand image among viewers and participants alike.

MTV Process Strategy

The “Process” element of the Service Marketing Mix for MTV involves the operational and delivery methods that the company uses to provide its content and services to viewers. This encompasses everything from content creation to distribution and viewer engagement. Here are some key points regarding MTV’s process:

1. Content Development and Production: MTV’s content development process is designed to be agile and responsive, allowing it to adapt to changing trends and viewer preferences quickly. This includes a streamlined approach for pitching, approving, and producing new shows, music videos, and special events.
2. Digital Platform Integration: With the rise of digital media, MTV has integrated its content delivery across various platforms, including cable TV, online streaming services, social media, and mobile apps. This multi-platform approach ensures that viewers can access MTV content anytime, anywhere.
3. Viewer Interaction and Engagement: MTV employs interactive processes, such as voting for music video awards, participating in online polls, and engaging in social media campaigns. These processes are designed to increase viewer engagement and build a community around the MTV brand.
4. Feedback and Analytics: MTV uses viewer feedback and data analytics to gauge the success of its shows and initiatives. This feedback loop helps the company refine its content and marketing strategies, ensuring that it continues to meet the evolving preferences of its target audience.
5. Content Scheduling and Broadcasting: The scheduling process at MTV is critical for maximizing viewership. The company uses strategic programming blocks and timing to cater to its diverse global audience, taking into account different time zones and viewer habits.
6. Partnerships and Collaborations: MTV’s process includes forming partnerships with artists, record labels, and other media companies. These collaborations are essential for securing exclusive content, sponsorships, and cross-promotional opportunities.
7. Brand and Event Marketing: The marketing process at MTV involves creating buzz around new shows, music videos, and events. This includes leveraging social media, influencer partnerships, and traditional advertising channels to reach a broad audience.
8. Content Distribution and Syndication: Beyond its channels, MTV syndicates its content to other networks and platforms globally. This process increases the reach of its programming and introduces MTV content to new audiences.
9. Quality Control and Compliance: Ensuring the quality and appropriateness of its content is a critical process at MTV. The company has guidelines and review processes to maintain its brand image and comply with broadcasting standards in different regions.
10. Innovation and Adaptation: A commitment to innovation is at the core of MTV’s processes. Whether adopting new technologies, exploring new content formats, or engaging with viewers in novel ways, MTV continuously evolves its operational processes to stay ahead in a competitive entertainment landscape.

MTV Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix refers to the tangible and intangible elements customers use to evaluate the service. For a media and entertainment company like MTV, physical evidence encompasses the brand’s visual identity, the environments in which it engages with its audience, and other material aspects that contribute to the overall customer experience. Here are some critical points regarding MTV’s physical evidence:

1. Brand Logo and Visual Identity: MTV’s iconic logo and variations represent its dynamic and evolving nature. The visual identity, including the logo, color scheme, and typography, provides immediate physical evidence of the brand’s presence across various platforms and merchandise.
2. Website and Digital Platforms: MTV’s website, mobile apps, and social media profiles are crucial forms of physical evidence. They are designed to reflect MTV’s youthful and vibrant brand identity, providing viewers with a seamless and engaging user experience.
3. Broadcast Quality: The quality of MTV’s broadcast, including Video and audio clarity, is physical evidence that affects viewers’ perceptions of the brand. High-definition broadcasting and streaming capabilities reflect the brand’s commitment to delivering high-quality content.
4. Merchandise: MTV-branded merchandise, such as clothing, accessories, and other products, serves as physical evidence of the brand. These items allow fans to express their affinity for MTV and its shows, extending the brand experience into their daily lives.
5. Events and Award Shows: MTV’s live events and award shows, such as the MTV Video Music Awards and MTV Europe Music Awards, are tangible experiences that are physical evidence of the brand’s influence in the music and entertainment industry. The production quality, stage design, and overall event execution contribute to the brand’s image.
6. Marketing and Promotional Materials: Physical promotional materials, including posters, flyers, and billboards, as well as digital advertisements, reinforce MTV’s presence and its current programming or initiatives.
7. Studio and Office Design: The design and aesthetic of MTV’s studios and offices can also be considered physical evidence. These spaces often reflect the brand’s creative and innovative spirit, contributing to the perception of MTV as a trendsetter in the entertainment industry.
8. Viewer Interaction and Fan Content: User-generated content and viewer interactions, such as comments, shares, and participation in MTV-hosted contests or social media campaigns, provide tangible evidence of the brand’s engagement and popularity among its audience.
9. Partnerships and Collaborations: Collaborations with artists, brands, and other media entities create physical evidence through co-branded content, events, and merchandise, showcasing MTV’s relevance and connectivity within the entertainment ecosystem.
10. Programming and Content Library: The diversity and style of MTV’s programming serve as physical evidence of the brand’s identity and values. The content library, from music videos to reality shows and documentaries, reflects MTV’s cultural curator and influencer role.

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