ABSTRACT
Music Television Networks (MTVN) has expanded its operations globally, launching derivatives of MTV, including MTV Europe, MTV Asia, and MTV Latino, in other countries and regions. MTVN's launch of music program services in other countries is the company's most extensive attempt to develop ancillary markets related to the original American MTV. Tom Freston, the president of MTV Networks, stresses the importance of MTV's international expansion, saying, "Our goal is to be in every home in the world". Of the several versions of MTV produced around the world, MTV Europe is the most elaborate and successful venture. MTV Europe is taking full advantage of the collapse of the Soviet Union by expanding into Eastern Europe and Russia, bringing the milieu of consumerism with a rock beat. MTVN's most far-reaching strategy for its program services is the attempt to develop and exploit an international youth culture. MTV has been crucial in helping the major record labels exploit the global market for music.
