Few brands have made such massive impact on the world stage in as relatively a short time-frame as MTV. MTV has become a household name and virtually all young people, regardless of whether they have access to television, have heard of it. It is a name associated with youth and music and all areas in which the two are involved. Despite being originally a Western brand, the key to MTV India's success has been its ability to reflect the local culture. The book makes an interesting reading for those who desire to learn about brand management. It has been written in a lucid style.

Music Television—com-monly referred to as MTV—is the most successful and popular global youth brand. This book does not aim at singing accolades to MTV, nor does it focus on its dominance in the world's music industry. Rather, it aims to give a detailed description of how the MTV brand has been built and managed over the last three decades. Lastly, it also focuses on the challenges which MTV is now facing, due to the revolution in digital technology.The author begins the book with a detailed history of MTV, which initially focused only on being a music channel for the youth. It began telecast on August 1, 1981, and the first announcement was made by its then Chief Operating Officer John Lack. MTV worked as a catalyst that exposed rock music artistes to the mainstream audience through the medium of television. Before the launch of MTV, there were no television channels that were devoted exclusively to music. In due course, MTV became the prime source for delivering music experience; and radio was relegated to secondary status. MTV has dominated the market space in the category of music television since its inception, and looks like it will continue to do so in the foreseeable future. Right from its initial years, MTV's focus revolved around teenagers and youth, who felt that the channel belonged only to them, and not to their parents and teachers. Later, this generation was labeled as the "MTV generation".

The author states that the success of the MTV brand lies in its ability to evolve continuously through its innovative youthful content. MTV always tries to reflect the local youth culture and lifestyle and at the same time offers international exposure, just as it does so by offering a mix of Bollywood and western music in India. MTV is also leveraging its status through its social responsibility initiatives such as `Choose or Lose' and `Fight for Your Right' campaigns. MTV always updates itself with the latest youth trends, their attitudes and concerns, which, in turn, help in, fine-tuning its program content. The diversity of music offered by MTV encompasses a wide variety of both local as well as international music.

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