MTV
Danny Galletta
Jacob Eye
Patricia Kiesewetter
Robert Masi
Ta’ronda Harvey
Amanda Sosa
Terra Aiken
MTV
Original Concept
Owned by Paramount/Viacom
Launched August, 1981
Primary purpose to play music videos
Current Trends
Ranging from Reality shows to Music awards
Big and small screen movie productions.
Providing a variety of programming related to the
geographic location of the broadcast.
Commitment to viewers through technological
inovation.
TARGET MARKET
MTV
Completely New Market: Cuba
Ages 10-34 years old
Local Pop culture scene
Students to young professionals
Technological savvy
Text Messages
Video/Music downloads
Interactive/Request programming
ENVIRONMENTAL SCAN
MTV
Opportunities
Grab larger market share
Penetrate untapped market
Create Cuban style broadcasting.
Threats
Create competitors in local arena
Waste money on unresponsive market
Upset a Culture
PROBLEM: DISTRIBUTION DECISION
MTV
Establishing networks in markets with
extreme cultural differences.
Compromising with foreign
government officials on cultural
sensitive programming.
Set up a local broadcasting location
COURSES OF ACTION
MTV
Alternative 1
Convince country to allow trial run of programming
Alternative 2
Buyout local station and slowly convert programming
Alternative 3
Partnership with local broadcasting business and
timeshare for new product implementation
COURSE OF ACTION
MTV
Option 1: Convince country to allow trial run of
programming
Advantages:
Generate feedback
Easy to promote
Avoid potential pitfalls
Most cost efficient
Disadvantages:
Not able to provide all technological features
No hands on experience
Limited variety of programming
COURSE OF ACTION
MTV
Option 2: Buyout local station and slowly convert
programming
Advantages
Structural staff already in place
Promotional access
Responsive programming
Disadvantages
Least cost efficient
Possible Dog portfolio matrix
Incomplete conversion due to public disregard
COURSE OF ACTION
MTV
Option 3: Partnership with local broadcasting
business and timeshare for new product
implementation
Advantages:
Partner has stable foot hold in market
Partner has insight on potential audience
Less government interference
Disadvantages:
Timeshare/Profit share
Mutual agreement over programming
Loss of production secrets
RECOMMENDATION
MTV
Option 3: Business Partnership
With partnership oversight less likely to experience
government interference
Easy cross promotion with existing audience.
Existing tangible infrastructure
Opportunity for potential buyout/independent start up
Middle ground for financial risk
EVALUATION TIME FRAME
MTV
First 3 months – Product Promotion
3-12 Months – Product Implementation
12-24 Months – Relative percentage increase of TV
ratings and absolute viewers due to MTV
programming ( Specific number to be determined
based on initial ratings of partnered network)