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Title: MTV vs. Channel V
Authors: Ellis , P
Issue Date: 2001
Publisher: World Scientific
Source: Asian case research journal, 2001, v. 5, no. 2, p. 167-201 How to cite?
Journal: Asian case research journal 
Abstract: The American music channel MTV was the first to broadcast music television in Asia when it entered the market via Star TV's satellite feed in 1991. However, when Rupert Murdoch's News Corporation acquired Star TV two years later, MTV left the scene over a disagreement regarding the amount of local programming and a new player emerged in the form of Star TV's own Channel V. In contrast to the global approach of MTV, Channel V placed more emphasis on local artists and VJs and for a while enjoyed a monopoly position in the market. Later, in 1995, MTV returned to Asia with a new strategy of adapting the content while projecting a common brand image. MTV has since enjoyed rapid growth in the region resulting in fierce competition between the two channels. In 1999 the rivalry manifested itself in an escalating war of words between Steve Smith of Channel V and Frank Brown of MTV with each alleging that the other was misrepresenting distribution figures. The case documents this feud and its effect on advertisers in the context of the emerging Asian market for televised music.
ISSN: 0218-9275 (print)
1793-6772 (online)
DOI: 10.1142/S0218927501000147
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