We Want Our MTV: Glocalization of Cable Content in China, Korea, and Japan.

This study examined ViacomÂ’s MTV localized strategy in East Asia: South Korea, China, and Japan. The MTV localized strategy should be interpreted not in context of globalization but in context of glocalization, because the MTV strategy for entry into foreign markets means that localized programming and localized business mode are more successful rather than standardization or unification strategy. Thus, the study investigated the MTV localized programming and business mode especially in East Asia. The results showed that ViacomÂ’s MTV used joint venture as the localized business mode in East Asia, because the business mode is more efficient and beneficial in culturally more distant and politically, financially or economic riskier. In terms of the localized programming, MTV Korea, MTV China and MTV Japan used more local staffs and local language, but three MTV showed different trends in types of programs to air. MTV Korea aired more local programs, but MTV Japan aired more western music. MTV chinaÂ’s programming more depended on neighbour nations. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]