Primary Research on Mtv

7/28/2019 Primary Research on Mtv

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PRIMARY RESEARCH ON MTV

Presentation By:-

Arushi Khurana

Abhinav Gupta

Khushboo GuptaSomia Sharma

Sidhanshu Gupta

Rahul Asija

Mugdha JoshiKalpit Jain

Archit Jain

Arpit Agarwal


2/12

Summary of MTV India

MTV India was launched in 1996 in Mumbai with jointventure between Viacom and Network TV 18.

The main shows which provided boost to the MTV are CokeStudio, MTV Unplugged, Roadies, Splitsvilla, MTV reality

stars. It primarily caters the viewers in the age group of 15-34.

MTV also acts as the platform for promotions of theirvideos for their target consumers. In India its totalviewership is more than 40 mn homes.

MTV philosophy of being young until or unless you feelsinfluenced the people a lot of different demographics.


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Problem Identification

Web based music consumption is increasing, variety ofmodels emerged to deliver video and audio products toviewers.

The trend followed by artists is to have tie ups Google,

Yahoo, MSN, Amazon and other big online site for thepromotion and sales of their music due to which dependenceon the music channel for promotion of videos decreases.

All these changes in the trends of music industry haveinfluenced the viewership of MTV India significant pace.

MTV also came up with its online portal for music videos butunfortunately it is not a huge success as expected by MTV .

In our research our target demographics was almost same asthat of target audience of MTV. We have surveyed on 67people to have their opinions on different areas of concern

of music channels.


4/12

Our first question was to rank news, music, movies, news and TV

serials and result obtained for first preference of people is as

follows

9

45

76

0

5

10

15

20

25

30

35

40

45

50

News Music Movies tv serials

Rank 1

1


5/12

Our second question was about the preferences of music of

people. In this we employed comparative technique of ranking

among bollywood, classical, rock, jazz, Hip-Hop which are

commonly preferred types of music.

29

4

10

4

20

0

5

10

15

20

25

30

35

bollywood music classical rock jazz hip-hop

Rank 1

1


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Now our third question was the most critical one which talks about the

source of music preferred by the people for the music entertainment.

Now through this question we can identify the problem due to which

the viewers of the MTV are decreasing substantially. Sources

mentioned in this question for music are online portals like YouTube,Metacafe etc, CD/DVDs, Music app on Mobile, Music channel. The

preferences obtained in the form of bar chart is given below:-

3

46

8

10

0

5

10

15

20

25

30

35

40

45

50

CD/DVD's Online portals (Youtube, Metacafe

etc)

Music App on Mobile Music Channel

Series1


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In this question our aim was to get the preference order of the

people music channels. In this question we followed the

comparative technique to rank MTV with its close competitors

like Bindass, 9XM, Zoom, VH-1. The first preference of the

people according to ranking is as follows:-

23

5

23

3

13

0

5

10

15

20

25

MTV Bindass 9XM ZOOM VH-1

Rank 1

1


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In this question we try to find out the most preferred content of a

Music channel by people. We again used the comparative technique to

rank the most common content slots of the music channel like Reality

shows, Non-stop music, Rjs and Vjs, Fashion and trend orientation

and music on demand. The first preference of content according tosurvey is as follows:-

19

36

4

1

7

0

5

10

15

20

25

30

35

40

Reality NON-Stop music Rj's And Vj's Fashion and trend oriented Music on Demand

Rank 1

1


9/12

In this question we tried to find out the prime time at which people like to

listen to music. For music channels it is very essential to identify the prime

time because it is the time at which they can target maximum number of

audience and can launch the most preferred content in this slot. The

responses on the prime time as is follows:-

16

0

7

10

34

0

5

10

15

20

25

30

35

40

Morning Afternoon Evening Night Anytime

Series1


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In order to know the potential of music channels to promote the new

and fresh music videos we asked in survey the source through which

people come to know about the latest music and result of it is as

below:-

6

37

4

20

0

5

10

15

20

25

30

35

40

Advertisement Music Channels Friends Online music websites

Series1


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Critical Analysis

MTV should come up with most preferred content i.e. Non-Stopmusic and reality shows in the most preferred time at which peoplewatch music channels because it will provide synergy to the MTVfrom viewers side.

Bollywood music is most preferred by people so more innovativeideas must be derived to present the same content to people. Nextoption could be Hip-Hop for MTV.

From last subjective question the main recommendation which

came for MTV is of a slot for English as generation X likes Englishsongs.

More contractual tie ups with the well known singers to bring moreattention span of the viewers on their channel.


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Innovative ideas to present the music in different waysalways attract the music lovers.

Change in the format of reality as same reality shows arerunning from year on year without any much change likeroadies due to which craze for the same decreases.

One of the fascinating recommendation came in subjectivequestion is of inculcating the social environment in MTVand its impact on society especially when we are talking incontext to India.

Slot differentiation and switch over time are the importantattributes on which MTV should work to get more viewers.

Documents

Primary Research on Mtv