PAKISTAN

ABOUT MTV
• MTV (Music Television)
Pakistan or IM-MTV is the
Pakistani subsidiary of MTV
• MTV Pakistan is now the
57th MTV channel across the
globe
• November 21st 2006,
Karachi- MTV Networks
International, owned by
Viacom Inc was launched
• The first video aired on MTV
Pakistan was Duppatta by
Hadiqa Kiani
Brand Equity Dimensions
• Brand Awareness
“MTV PAKISTANI IDOL”

“MTV PAKISTAN’S NEXT TOP

MODEL”

“MTV CHEETAA”

• Brand Loyalty
• Perceived Quality
• Brand Association
Brand Identity Planning Model
STRATEGIC BRAND ANALYSIS

Customer/Viewer Competitor Analysis Self Analysis

Analysis
Direct Competition Revolutionized
Urban AagTV MusicIndustry.
Trendy/Stylish/Carefree Channel G Professional
Educated The Musik Approach.
Youngsters/Young at Nvibe Highly quality
Heart Play TV conscious.
Contemporary Lifestyle Music Time Innovative
SEC A-B Mast TV Trendsetters
Customer/Youth
Indirect Competition
Oriented.
Youth TV Introduced the concept
Fashion TV Pakistan of VJs
TV 2 DAY Also non-music
Style Duniya programming
Brand Portfolio Blue Print of MTV
MTV
INTERNATIONAL

Music Other
Channels Channels

MTV Channels VH1 (Region Nickelodeon

(Region Specific) Specific) (Region
MTV Pakistan Specific)
MTV India
Brand Relationship Spectrum
Brand
Relationship
Spectrum

Branded Pakistan
House

MTV
Shows/Programs
Contests
Different
Identities

MTV Programs

MTV Select
MTV Top 10
MTV Strictly Confidential
MTV Style Guru
MTV Most Wanted
MTV Requested Contests
MTV Slightly Off
MTV Rocks
MTV Is cool
MTV Late Nite
MTV Wana Be
MTV Big Guns
MTV Dishum,
Mera MTV (Daily Live Show)
MTV Foreign ka Maal
MTV Fresh
MTV MotoAlert
 Brand Architecture
Brand Portfolio
2) MTV Select
MTV Contests
3) MTV Top 10
4) MTV Strictly Confidential
5) MTV Style Guru • Citibank “GANA GAO STAR BAN
6) MTV Most Wanted JAO”
7) MTV Requested • MTV Rickshaw Contest
8) MTV Slightly Off • MTV GANA GAO VIDEO MEIN AJAO
9) MTV Rocks AND DIL JEET JAO Contest
10) MTV Is cool
11) MTV Late Nite
12) MTV Wana Be
13) MTV Big Guns
14) MTV Dishum
15) Mera MTV (Daily Live Show)
16) MTV Foreign ka Maal
17) MTV Fresh
18) MTV MotoAlert
 Portfolio Roles
Strategic Brands

• MTV MOST WANTED

• MTV SELECT
• MTV TOP TEN

Linchpin Brands Cash Cows

 CitiBank “GANA GAO STAR BAN • MTV Big Guns

JAO” • MTV Slightly Off
 THINZ sponsoring and MTV show • MTV Disham
• MTV Wanabe
Silver Bullets

• MTV Style Guru with Wiqar

• MTV Foreign ka Maal with Faizan
• MTV Is Cool with Dino
• Mera MTV with all Vjs
• MTV Strictly Confidential with
Adnan Malik
• MTV Contests
 Product Market Context Roles
Branded House Different Identity: MTV Pakistan Co Driver Roles: MTV Pakistan

• MTV Programs and MTV Contests • MTV Style Guru and MTV Top Ten
• MTV Select with Wiqar Ali Khan
• MTV Top 10 • MTV Strictly Confidentail with
• Adnan Malik
MTV Strictly Confidential
• MTV Fresh with Dino
• MTV Style Guru
• MTV Foreign ka Maal with Faizan
• MTV Most Wanted
• MTV Slightly off with Anushay
• MTV Requested
• MTV Slightly Off
• Endorsed Brands
MTV Rocks
• MTV Is cool
• Contests are mainly the endorsed
• MTV Late Nite brands
• MTV Wana Be • Citibank endorsing a contest
• MTV Big Guns “GANA GAO STAR BAN JAO”
• MTV Dishum, • Thinz endorsing a show
• Mera MTV (Daily Live Show) • Motorola endorsing Artist of the
• MTV Foreign ka Maal Month
• MTV Fresh
• MTV MotoAlert
Portfolio Graphics
The Role Of Sponsorships at MTV Pakistan

• Co-branding with Motorola for MotoAlert Artist

of the Month.
• Contest in association with Citibank “GANA
GAO STAR BAN JAO”
• THINZ to sponsor an MTV Pakistan show
Measuring Brand Equity of MTV Pakistan

Young & Rubicam Power Grid

Brand Stature
(Knowledge & Esteem)
LOW HIGH

HIGH
Brand
Strength
(Differentiation
&Relevance)

LOW
 Brand Equity Ten
LOYALTY PERCEIVED
• Price Premium – N/A QUALITY/LEADERSHIP
• Satisfaction/Loyalty
• Perceived Quality
Level of satisfaction
AAG 12
MTV PAKISTAN 10
15%
THE MUSIK 6
satisfied
not satisfied PLAY 2
85%
TOTAL 30
• Leadership/Popularity
95% of the respondents were hopeful that MTV Pakistan will grow in
popularity and will become Pakistan’s top music channel in near future

ESTEEM
98% of the respondents held MTV Pak in high esteem and highly respected the
brand because of its association with MTV International

ASSOCIATION/DIFFERENTIATION
 Perceived Value
The consumers (95% viewers) expected better programming that current on
MTV Pak
 Personality
90% of the people thought that MTV Pakistan’s personality would be up-beat, out-
spoken, independent and free-spirited
 Organization
98% of the people admired MTV Pak because of its association with
MTV International that has a strong and dominant brand image
DIFFERENTIATION
86% of the respondents thought that MTV Pak is different and unique to the
other music channels in Pakistan

AWARENESS
 Brand Awareness
100% of the respondents were aware of the channel MTV Pak, but only 9% could

recall the programs on it

MARKET SHARE
 Market Share
 Market Price and Distribution Coverage – N/A
 Conclusion and Recommendations

• MTV Pakistan is one of the newest addition to the

MTV family
• We think the programs and the content is still not up
to the mark as compared to other MTV channels in
the world
• Different programs should be started like ‘MTV
Pakistan’s Next Top Model’, ‘MTV Pakistani Idol’ etc
• MTV Pakistan has a long way to go, the growth is
slow and steady, but it has the potential to become
Pakistan’s supreme Music channel
THANK YOU