The Prague Post
http://www.aaaradiotaxi.cz/index.php?xSET=lang&xLANG=2
November 23rd, 2008
Endowment Fund     Business Listings ONLINE      Reservations      Classifieds    Subscriptions
Prague accommodation

Home » Archives » Business

10 Questions

with Bhavneet Singh
10 Questions | Search restaurants | Archives

July 16th, 2008 issue

COURTESY PHOTO
MTV's Singh places great importance on expanding across all media platforms on a new market.
The Singh File



Name: Bhavneet Singh
Age: 34
Nationality: Indian
Education: MBA from Manchester College, UK
Previous position: International Sales Strategy Director, MTV International
Nearly 27 years after the iconic American channel MTV was launched in New York City, there’s a strong chance that the Czech Republic will get its own version of the network. Whether that incarnation will follow the newer model of reality television and pop culture in favor of actual music videos will depend on the market, said Bhavneet Singh, MTV’s managing director and executive vice president of emerging markets. Singh talks to The Prague Post about how big of an entrance MTV is planning to make in the Czech Republic and whether the audience truly wants their MTV.
First, the question on everyone’s mind: Will we see a Czech version of MTV and, if so, when?
Launching a localized MTV Czech has been a long-standing ambition of MTV Networks International (MTVNI). The Czech Republic is an important country that offers considerable opportunities and great growth potential. With a local Czech MTV service, we really want to create the leading multimedia lifestyle brand for Czech youth, and I’m pleased to say we’re currently working on a plan, and hope to share more news with you soon.
Why has it taken MTV so long to establish a local presence?
Launching services in any country can be a lengthy process. Before we enter a new market, we have to ensure we have the right infrastructure to supply the demand. With any launch, there is a multitude of factors we have to consider, such as the stability of the market, growth potential, transparency and regulatory considerations.  
MTVNI already has a presence in the Czech Republic in the form of an English-language MTV service, MTV European as well as an English-language VH1 service. However, our aim is to create a fully localized MTV Czech channel that will cater to local tastes in [the local] language.
Beyond MTV, you also manage cable brands like Comedy Central. Do you have any other expansion plans here?
We manage Comedy Central as well as Nickelodeon, VIVA, VH1 and a whole host of other services. But our principles are the same for all of our brands in every region. As part of MTVNI’s growth strategy, we are always looking at additional growth opportunities across all brands and platforms.
What is the importance of Central and Eastern Europe for MTVNI? Is it easier to woo viewers in emerging markets?
Central and East European countries are a hugely important region within the emerging markets, these countries have buoyant economies and this provides great opportunity for the growth of our brands.
Audiences in emerging markets are just as demanding and discerning as audiences in other countries around the world. At MTVNI, we always put the user at the heart of everything we do, and regularly conduct research in each country to ensure we understand their wants and needs.
Viewer numbers have been steadily declining for much of television in the West. Is this due to the Internet, something else? How do you stop this flow?
The TV landscape is fragmenting with developments in broadband, mobile, IPTV, Video on Demand and so on. This continued fragmentation has meant broadcasters have had to change their approach from being just broadcast companies to becoming content providers. At MTVNI, we are fully focused on the user; they are our focal point and are at the heart of everything we do. Users are in control of what they watch, when and how they watch it. This is why we are committed to providing content across all platforms.  
As an example, when we launched Nickelodeon in Poland this month, we decided to employ a 360-degree approach, entering into the market on all available media platforms — TV, online and mobile, providing users with access to our content whenever and wherever they want.  
In general, what is MTV’s strategy when it comes to the Internet and new media? How has it worked?
Our digital strategy is simple: We want to be everywhere our audience is. That means creating great content and making it available on all platforms. Our audiences are increasingly moving seamlessly between platforms and they expect us to do so too — whether it is games, social applications, virtual worlds or user-generated content.
With the users in control of their TV content consumption, we understand that the evolution of different media platforms provides us with great opportunities and massive growth potential. We are constantly speaking to our partners regarding the expansion of these platforms.   
Every time we plan the launch of a new channel in a new region, we examine the target audience, and try to understand how they watch content and how they consume it. Our TV and digital strategies are totally integrated, and we want to make our content accessible across any and all the platforms.
As an example, when we were launching MTV Israel, research showed there is incredibly high Internet penetration in Israel, with the majority of the population connected and a huge percentage of those people with broadband. We therefore launched MTV Israel as an on-demand broadband only channel, without an existing linear TV platform, to cater to this audience.
The knock on MTV for a long time has been that it has strayed from its roots as a music-focused channel, especially when it comes to original programming. Is this a fair assessment?
MTV is a youth-focused brand and music will always be in our DNA. However, if our audiences want more long-form programming, we supply it. The content on the channel is dictated by local audiences, the life cycle of the channel and the maturity of the market. We always renew and evaluate schedules so that our audiences always have fresh and relevant content.
MTV’s target demographic seems to be 15- to 24-year-olds. As your viewers age, do you make any attempts to retain them or move them to another channel? Is that the purpose of VH1?
Our users are discerning TV consumers, but, as they get older, their tastes and habits change. The goal of MTVNI is to establish a bouquet of localized channels spanning all demographics that offer something for everyone thereby creating meaningful experiences. Our portfolio of channels is a one-stop shop for entertainment.
When starting a new channel in an emerging market, what do you find is the greatest challenge?
Launching a channel in one country is very different from another; each presents its own challenges and opportunities. That is true of every region of the world, not just Central and Eastern Europe. There is not one formula that covers all regions.
Television advertising is still dominant but shows signs of weakness. Do you have any unique plans on how you’ll keep your ad revenues up in this changing environment?
We have to make sure our approach is fully integrated between linear TV advertising and our digital strategies. It is through this assimilation that we will be able to keep up with multimedia changes and developments, while still delivering strong results. There are stable economic conditions in almost all East European countries, which means there is more money available for marketing and advertising opportunities.
Want your manager to answer our 10 Questions? Contact Markéta Hulpachová at mhulpachova@praguepost.com


Other articles in Business (16/07/2008):

Browse the Current Issue

If you enjoyed this article, why don't you subscribe to the print version!
We accept secure online transactions provided by PayPal and Moneybookers

Be the first to add a comment!


Full Name: *
City: *
E-mail: **
This comment can be published in the print version of The Prague Post
Enter the text on the right:
 visual captcha
Comment: *
* Required field. In order to be approved for display, comments must have a first and last name and a city.
** E-mails are required and will only be used for internal purposes.

Most visited in Business Listings

Hotel booking
The Prague Post Online contains a selection of articles that have been printed in
The Prague Post, a weekly newspaper published in the Czech Republic.
To subscribe to the print paper, click here.
Unauthorized reproduction is strictly prohibited.