The Analysis Of Operating Strategies Of MTV Networks In China

Globalization is an irresistible trend in the world today, which brings not only opportunities but also challenges to multinational media corporations. Any company is seeking for its position in the world market, and trying to gain more welfare from the international trade. So China is the next target market because it has huge development potentiality. As a symbol of globalization in music TV industry, in 1995, MTV Networks entered into China. MTV's unique blend of international and local programming is not only popular, it's also highly profitable. The network's hold on a young, increasingly wealthy population makes its programming especially popular with advertisers. Altogether, its mix of local and international content, combined with early entry in international markets, makes it tough to beat. Because of its good quality and success promotion activities, MTV Networks got splendid success in China, and got more viewers and advertising revenue. This report uses two analysis methods, which one is Porter's Five-Forces Theory, the other is SWOT theory. In the first part, the advantage of China market attracts more multinational media corporations come to China. And then, this report will examine the music television industry of China through the analysis of five forces. And using SWOT method, we get a clear knowledge of the advantage and disadvantage of the MTV Networks resources. According to the two methods, we know that MTV Networks take about four strategies to consolidate its position. These strategies are King Content, localization strategy, brand management, and copyright enforcement. These strategies are the secrets to MTV's success in China and other countries. It is very important for the media company of China can get more experiences from MTV Networks in development and management.