Question

Please Write answer in a 340 paragraph.

How has MTV Networks International overcome cultural differences to create a world brand?

Answer 1

The growth is by far the largest single investment by MTV Networks since the firm was founded in 1981. This comes at a time when a number of other major American media and entertainment companies are moving globally, particularly in Europe, where the legalization and privatization of the traditionally dominated broadcast media, along with new technologies such as satellite broadcasting, promises a single media marketplace to emerge by 1992.

Of course, rock' n' roll, MTV's stock in trade, is the greatest common denominator for young people worldwide. "Music is very easy to cross boundaries and English is the lingua franca of rock' n' roll, "Rock is an Anglo-American type, with Anglo as its origin. German rock bands sing in English; Swedish rock bands play in English

MTV Australia, a joint venture between Viacom and Nine Broadcasting International, Australia's No. 1 network, broadcasts on Friday and Saturday nights just six hours a week. MTV Internacionale is a weekly one-hour show, featuring Spanish-speaking announcers, created at MTV's New York studio and distributed to 11 countries in Latin America. The show is broadcast in the United States on the Spanish-speaking Telemundo network.

One way MTV promotes itself internationally is by persuading rock stars like Sting to present a half hour of MTV in front of live concerts on large screens, instead of a warm up act. The organization also sponsors the Bon Jovi group's world tour and is getting ready to launch a MTV clothing line featuring the TV logo.

MTV International has learned from its mistakes time and time again. Every market is different and calls for a different approach. With every foreign outlet, the challenges that MTV encountered during its climb to the top of American popular culture are replicated on some stage. In some cases, MTV International will partner with other existing television networks for joint ventures to promote the expansion into new markets. MTV entered into a strategic alliance with NBC networks in 2000 to launch a 24-hour philippine terrestrial channel.

As for the Americanization charge: American values come from liberal thinking. Globalization fosters liberal thinking. America has made the choice of embracing patterns of liberal belief as part of its development. As the world is free from ideas of tradition and culture, it will lean on ideas that America has developed because if its lack of tradition and culture is present. MTV is therefore not accused of perpetuating Americanism but of promoting globalisation.