World MTV.
World MTV.
The mando-priest, Mexican hip-hop, Russian rap - all works on
The largest world television channel.
Subject of number Suit against Tattoo Set. Foggy Bottom and Hip Hop
Crowd. General and Veejay. On MTV again there is something... Something
Strange, freakish, but grasping. This musical network
Belongs Viacom. Its main task - to satisfy requirements
Teenagers of all world in music in 150 decibels.
But to it here add frank conversations on AIDS,
Drugs, racism. For an aether on February, 14th on MTV Networks
Have prepared participation of US State Secretary Kolin Powell (Colin L.
Powell) in a talk show without taboo subjects under name Be Heard. For
Young men from Boston to Berlin and Bombay it is possibility
To ask it about crisis in Afghanistan. Translation on 33 channels
MTV all over the world. Spectators - almost 375 million families. Conducting -
vi-dzhei MTV, usually representing to local TV viewers music to
To the Indian films, German hard fate, the mando-priest and Mexican
hip-hop.
Transfer of questions into English. In other words, it -
Event. Powell's such occurrence on air presumes to itself
Only MTV. Media magnates can argue on that as much as necessary,
That the world is a village of global scale, and about that, how much
World coverage CNN and BBC is great. But in comparison with MTV these
News channels - simply local operators.
Musical channel MTV Networks International and its affiliated
Channels VH1 and Nickelodeon successfully broadcast in 18 languages in 164
The countries for 1 billion spectators. Eight of ten spectators MTV live
Outside of the USA. International audience CNN is twice less, than at
MTV. All it provides MTV a place among such world
Brands, as п п?ca-Cola and Levi's.
Similar, that could not do much harm MTV and disagreements between
Bosses Viacom. Though in the end of January the board of directors has been compelled
Even to call two directors - Samnera Redstouna (Sumner
Redstone) and Chalk Karmazina (Mel Karmazin) - to the enmity termination.
In comparison with the beginning of January of the action of the company have fallen in price on 20 %.
But, as analysts consider, this recession practically should not
To affect on MTV. MTV Networks International year after year rows
Money a shovel, combining a user's payment for the cable
TV, advertising and - in the increasing degree - new media
Projects.
Practically any of transnational media corporations
Cannot brag of profits at all. And incomes MTV Networks
International for 2001 have grown on 19 % and have made $600 million
Profits on operations have rather solidly increased: on 50 % - to $135
Million Is expected, that by 2004 they will double, speaks
Media analyst Merrill Lynch and Co. Dzhessika Rejf Cohen (Jessica
Reif Cohen). Last three years MTV Networks International grew
Three times faster, than network MTV in the USA, bringing 16 % of general profits MTV
Networks, marks souchreditel and the chairman of the company Volume
Freston (Tom Freston). For five years it is intended to finish this
Indicator to 40 % as growth American MTV is trampled down on
Place. On this wave there is a weight of programs-imitations. One of
Them has started even known for the rigidity Rupert Merdok
(Rupert Murdoch). But while stunning success - for MTV.
Success MTV Networks International speaks set
Factors. The first - a demography. In 2000 in the world there lived 2,7 billion
Aged people from 10 till 34 years. By their 2010 will be 2,8 billion
The quantity of money, which this age group increases also
Spends for CD, jeans, a cream from spots - depending on
Popularity of this or that brand in the concrete country.
Hence, advertisers like MTV International more and more.
The second factor - music.
It is said that music is a universal language, and it is the truth.
Fate - language of the Planet of teenagers. And MTV with shine responds to them
Needs. The third factor - TV. Number of television receivers in
Drawing rooms worldwide - in particular in China, Brazil, Russia
And India - increases as avalanche. The same occurs with
Cable announcement. "All who has a TV, know, that is
Such piece - MTV ", - considers CHantara Kapahi (Chantara Kapahi),
The 17-year-old student of college (Jai Hind) in Bombay.
The fourth factor - Bill Roudi (Bill Roedy). 53-year-old
The graduate of school of land forces of the USA in West-point Roudi -
President MTV Networks International. Its headquarters
Officially is in London. However it is real its office stays
In a status of almost eternal movement also consists of it, it
The "firm" army green handle, paper and the ticket round light
In a business class. To give to teenagers their dose of fate, he had breakfast
With the prime minister of Israel Shimonom Peres (Shimon Peres),
Whether had supper with the founder of Singapore Kuan JU (Lee Kuan Yew) and five
Hours communicated with the Chinese head Tszjan Zemin (Jiang
Zemin). Roudi talked even with El Caudillo, the head of Cuba
Fidel Castro who has praised it for efforts on distribution
Among youth of knowledge of AIDS also has taken an interest, whether can MTV
To learn Cuban children to English.
"Resistance was minimum, it was necessary to us to explain, that we
We are not engaged in export of the American culture ", - recollects
Roudi. Roudi and the company are acute enough that
To understand, that teenagers of all world wish to listen not only
The American music, but also music of the country. Therefore producers
And vi-dzhei MTV all time is searched by talents. And a stream of new opening not
Stops, that allows to update the maintenance constantly
Programs MTV. In total hardly Lena Katin is more than year back, for example,
And JUlja Volkova were usual Moscow schoolgirls, and then
16-year-old Katin and 15-year-old Volkova have created group "п п я я ",
Become to one of the most popular rock groups for all history of fate in
Russia. The group has become cult right after the first translation
Their debut album "I have gone mad" on MTV Russia 15 months
Back. Studio Universal even plans to advance the following
Records "Tatu" in the USA. "Our producers could sign the agreement and
With Sony, and with Warner. We had offers and from them ", - speaks
Katin.
"Tatu" - one of the uncountable new groups leaving on
World scene thanking MTV. And an audience in the USA at such groups
Too increases. Colombian rock singer Shakira (Shakira) was
It is absolutely unknown outside of Latin America, while in 1999
To year has not registered in CD MTV Unplugged (regular "live"
Acoustic concerts MTV). Now at it one American award
Grammy and two Latin American. Its CD-album became platinum (in
The world it is sold over 2 million copies). The Taiwan pop star
21-year-old Dzholin TSaj (Jolin Tsai), having let out 4 albums of all for 3
Year, becomes more and more popular in continental China
Thanks to frequent display of its clips on MTV. Much more unusually
Phenomenon of Pakistan pop singer Adnana (Adnan Sami). It too
Has overcome all borders, but it were the borders which have bristled up
Guns. Last year its album Kabhi to Nazar Milao ("Throw
On me at least the sight ") has appeared on MTV India, then
Has dispersed in India in 2-million circulation.
Viacom counts on that next decade MTV
Will be the most fast-growing enterprise of the company. Outside of
The USA - expanse for creation new cable and satellite
Television channels. The saturation them makes only 38 %, that approximately
Corresponds to level in the USA of 1983.
In process of development of digital TV in Europe MTV plans
Creation bolshego numbers of musical channels, as in
The Great Britain where seven channels MTV are given different music - from
Rhythm-and-blues to the dancing. In parallel it is supposed
To make MTV "motive power for business development [for others
Brands Viacom], - one of heads Viacom Karmazin speaks.
- It is necessary to recognise fairly, that people know about Viacom thanking MTV ". And
Viacom can use "reputation MTV" for advancement of the
Less known brands - VH1, Nickelodeon and TV Land.
Besides it MTV does an emphasis on new technologies. In November
Last year MTV UK has created the interactive application for
The digital TV, allowing spectators to buy CD, to receive
The information on executors and to vote for applicants on
European musical awards MTV.
The application is now accessible on Sky Digital and this year will be
To extend across all Europe. One more prime minister has taken place in
Scandinavia where MTV Live it is possible to accept on the high-speed
To cable. Spectators can play virtual games like Trash Your
Hotel Room ("Carry number in hotel"), where the user
Becomes a rock star and arranges the big bedlam.
In July, 2000 MTV Asia has started the project of the virtual
Animated vi-dzheja LiLi which can communicate with spectators
On air and on the Internet in five Asian languages. Supervises LiLi
The actor hidden from spectators, and it can interview and acquaint
Spectators with pop culture news in a real time mode.
LiLi has such mad success in the Asian teenagers, that
In Ericsson have let out mobile phones LiLi. In Japan
Wireless Internet service MTV allows users
To load show business news, to vote for liked vi-dzheev or
To choose music.
MTV "tries to create a noise maximum", - Nigel speaks
Robbins (Nigel Robbins), president MTV Group Japan.
International expansion MTV has begun early. For example, to Moscow
It has come in 1993. It allows a network to be in the lead almost on
All markets. Round-the-clock Hong Kong channel Channel V,
Belonging to company Ruperta Merdoka Star TV, accept 47 million
Families, but it yet does not bring profit.
Main among European contenders MTV - VIVA. 45,9 % of actions
This channel belongs AOL Time Warner, EMI and Vivendi
Universal. VIVA has informed on pure losses in $9,4 million at a turn
$40 million for the first 9 months 2001, but it hopes to make even
Balance in 2002. "The market is great enough, that there was a place
For both of us ", - president VIVA Diter considers Forges (Dieter
Gorny).
In some countries musical telecasting faces and with
Certain difficulties. As an example can serve Italy and
Brazil where MTV works together with local partners. "A question
In, whether they can continue an announcement from points, which it not
Belong ", - the analyst of company Sanford C considers. Bernstein and
Co. Volume Voltsin (Tom Wolzien). According to Voltsina, at News Corp. And
Vivendi much stronger communications with local authorities, that
Allows them to create musical channels which they can
To supervise.
To these difficulties MTV can oppose only well
The thought over program grid. Policy MTV here is that: 70 %
Announcements should reflect local subjects, music and so on. In
Result there are the brightest programs MTV. For example,
Lasting the whole month of show Rockgol on MTV Brazil - football
The championship of stars of the Brazilian music against the industry command
Sound recordings. In Russia the program of local manufacture "Twelve
The annoyed spectators "has entered into a three of the best talk shows: 12
Teenagers in multi-coloured studio sit on the big green
Pillows at is bright-blue steps also discuss last clips.
From time to time they start to dance or thrash spontaneously the friend
The friend inflatable sugar candies. Yes, it not Chekhov, but Russian groups
Beg to discuss them in this transfer. "MTV considers, that to us,
Russian, more visibly, that will work here, and that - is not present ", -
Producer Peter Sheksheev speaks.
However, does not manage and without incidents. At viewing MTV in
Taiwan Roudi, to the horror, has seen female wrestling with
The bared participants. As he recollects, it was unique
Time when it had to "interfere". When MTV for the first time has come in
India in 1996, in the Indian market music was very popular
From the Indian films - romantic and colourful. But local
Authors of programs turned back from it a nose, considering unmodern. And
The spectator began to leave from the channel. It was necessary to switch on such music in
Programs then ratings have jumped up on 700 %.
India - one of the huge markets, on which MTV namereno
To dominate. Other large market - China. Analysts believe,
That some time that the government has resolved is required
To the foreign companies a round-the-clock announcement all over the country. And all
Equally, incomes of advertising on MTV in China have practically doubled,
Though the channel broadcasts a maximum of 6 hours per day on the Chinese cable
To networks.
The last ten years Roudi has devoted to creation of communications in the Peoples Republic of China. On
One infinite supper with owners of cable networks it desperately
Tried to bend the line, despite never-ending toasts and
Karaoke. The Chinese colleagues sang arias from the Chinese operas, Roudi
Has executed something from "the Madam Butterfly stroke", and chairman MTV
Freston has sung House of the Rising Sun, a sad ballad about a brothel
In New Orleans. Similar, they have liked: MTV Mandarin look in
China on 40 cable channels of 60 million families. Last year
For listening for a role new vi-dzheja for MTV Mandarin with all
The countries has gathered more 10 thousand teenagers. One of
soiskatelnits, 18 hours reaching Beijing, was so
It is upset by refusal, that to it nevertheless have offered a place vi-dzheja on
One day. Everything, everything to keep the spectator.
Kerri Kepell (Kerry Capell) in London with Ketrin Belton
(Catherine Belton) in Moscow, Volume Louri (Tom Lowry) in New York,
Mandzhit Kripalani (Manjeet Kripalani) in Bombay, Bryan
Bremnerom (Brian Bremner) in Tokyo, Deksterom Roberts (Dexter
Roberts) in Beijing, and also materials of bureau Business Week.
- Business Week.
<$>
//* an information Source: the Profile, 18.02.02
//* Reg. Nom. - 1120200236.01-------------------------------------------
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