Mtv Blog

MTV Case

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Even though MTV does not formally have a corporate innovation department, they strive to embed innovation to their corporate culture. MTV’s culture of innovation “stems from the network’s eclectic hiring tendencies”. They hire people with diverse talent, background and experiences, which was very helpful for MTV to develop MTV India, as well as other new channels, such as MTV China. As MTV World recognized the “growth in numbers and cultural significance of the Asian American market”, they started to develop a bicultural channel for that target market. This plan ended up bringing a huge success to the company by promoting their channels to a wider and more targeted audience. The implementation of the new channels cannot be successfully performed without the culture of innovation in MTV. The corporation provides an “open and active environment in which new ideas are encouraged from a variety of personalities and perspectives”. Because of the culture of innovation, younger staff with bicultural background has passions and feels encouraged to speak up their ideas and share their experience to help better plan the new channels. As long as their ideas “hold up to quantitative and qualitative business analysis”, they will be adopted by MTV no matter who provides the ideas. Such a collaboration across MTV various divisions brings lots of benefits to the MTV. They do not even need to formally have an innovation department, the collaboration and diversity across MTV gives the company opportunities for innovation. The investment and efforts of embedding innovation to MTV corporate culture is very worth and is something hard to change. The benefits are “huge and long lasting” for the company. This can also keep MTV very competitive in the market because the culture of innovation is very “difficult for a competitor to copy or hire away”.