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

1 answer:

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This is at a time when several other leading American media and entertainment firms are movements abroad, especially in Europe, which, coupled with new technology like satellite television, promise to legitimate existing previously dominant television news and to privatize them into a single media market by 1992.

The rise of MTV Networks is by far the biggest single investment since its foundation in 1981.
MTV's inventory of commerce, rock-n-roll, is indeed the nation's biggest common factor for young people.
"Audio is easy to cross borders and English is the rock'n'roll lingua franca.
Rock is indeed an English-American type, Anglo as its source.
Song in English by German rock bands; English by Swedish rock bands
On Friday and Saturday evenings, MTV Australia, a joint enterprise between Viacom and Nine Broadcasting International, Australia's N°1 network.
MTV International is a one-hour weekly show with Spanish-speaking advertisers, developed at New York's MTV studio and distributed throughout 11 Latin American nations.
The show is shown on Telemundo's television network in the United States.
MTV is one way worldwide to persuade rock stars such as Sting to show MTV for half an hour instead of a warm-up activity on giant screens.
The organization will also promote the international tournament of the Bon Jovi Group and be ready for the debut of a TV logo MTV clothing line.
MTV International has often learned from its blunders. Each market is distinct and requires another strategy.
Each foreign market replicates the problems faced by MTV throughout its ascent to the top of American popular culture on a certain stage.
MTV International will in certain cases be partnering with other current television networks to promote the growth into new markets.
In 2000, MTV formed a strategic alliance alongside NBC networks to develop a 24-hour satellite Philippines network.
On the question of Americanization: US values derive from liberal thinking. Globalization is promoting freedom of thought.
States have chosen to adopt a liberal sort of content as part of their evolution.
Since the world is free of concepts about tradition and culture, the world will rely on ideas generated by America since it is lacking culture and tradition.

Consequently, MTV also isn't charged with sustaining American tradition but now with promoting globalization.

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