Chapter 7- Business Marketing Of MTV

Strategic Alliences

Is an agreement between two or more individuals or entities stating that the involved parties will act in certain way in order to achieve a common goal.  It usually make sense when the parties involved have complementary strengths. The company MTV had teamed up with Microsoft to launch a digital music retailer which, the pair hope, will be the first serious rival to Apple's all-powerful iTunes.

MTV Networks’ URGE is designed to bring the emotional connection of music to the forefront of the digital entertainment experience.  URGE was integrated into Windows Media Player 11. Urge will have more than 2 million tracks available individually at 99c which allows users to transfer songs to more than 100 compatible portable music players , it will offer a deep well of programming and editorial to guide the consumer’s digital music experience including exclusive content from MTV.

 Microsoft and MTV networks have combined their strengths to dramatically redefine how Windows users discover and enjoy music. This makes it easy for people to discover new music and listen to old favorites. Urge provides an experience equally enjoyable for all audiences. Offering constantly updated music feature stories, exclusive interviews, and music videos. With Urge music fans will have a choice in how they want to consume digital music to best fit their lifestyle , also it will be promoted across a broad range of MTV networks platforms such as MTV2, MTVU , MTV hits , and MTV jams .

Another Example of strategic alliances is that MTV parent Viacom and Google have agreed to offer video clips from popular shows on websites in Google’s Ad Sense online advertising network. The result will be a first time that the network will show about 4-5-minute ad-supported clips of TV shows on the web.

The deal has focused its online video efforts on its own branded broadband sites and aimed to generate interests among content owners, web publishers and advertisers, and create new revenue opportunities for both  Google and MTV.

As  part of the deal, MTV Networks will also sell episodes of its programs through Google Video, as it does via AOL and iTunes.

Chapter 8- Segmenting and Targeting Markets of MTV

A Market segment is a group of people that share one or more characteristics. Each market segment is unique and marketing managers decide on various criteria to create their target market. They may approach each segment differently, after fully understanding the needs, lifestyles, demographics and personality of the target. To meet the most basic criteria of a market segment, three characteristics must be present: Homogeneity this is common needs within segment.Distinction wich is unique from other groups and Reaction -similar response to market.

The Main international market segment of MTV is 16 and Pregnant wich  is an reality television series produced by Morgan J. Freeman . It follows the stories of pregnant teenage girls in high school dealing with the complication of teenage pregnancy. Each episode shows a different teenage girl, with the episode typically beginning when she is 4 ¹⁄₂–8 months into her pregnancy. The episode typically ends when the baby is a few months old. The series is produced in a documentary format, with an animation on notebook paper showing highlights during each episode preceding the commercial breaks.

Check this episode:
16 and Pregnant (Season 3) 'Jennifer': "After abandoning sports and losing her friends, Jennifer has to battle with her overprotective parents to accept her boyfriend before she gives birth to twin boys."
Enjoy it.
http://www.mtv.com/videos/16-and-pregnant-season-3-ep-2-jennifer/1662729/playlist.jhtml#more