Case 9 - The New Viacom

Case 9 - The New Viacom - MGT 429 The New Viacom The rapid...

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MGT 429 The New Viacom The rapid growth of Viacom in the 1990s was due to two primary strategies: developing new and innovative programming and cutting costs. Viacom’s strategy in developing their programming was unlike many of the other top programmer’s such as NBC, ABC, and CBS in that their focus was not to promote specific programs or starts, but to promote the unique brand that came along with their networks. This strategy was a huge success with stations such as MTV, whose programming was geared to the lives of young people from ages fourteen to twenty four. As well, Viacom’s strategy of cutting costs came in the forms of hiring unknown people to host their shows and by creating low-budget films themselves on new networks such as Lifetime. These two strategies moved Viacom from an unprofitable company to a profitable company with rising sales. However, Viacom did not manage to grow its sales by growing its company. Instead, they focused their efforts on growing sales through adding value to their customers
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Case 9 - The New Viacom - MGT 429 The New Viacom The rapid...

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