The article under consideration is Participating International Management Case: MTV Goes Global with a Local Beat . There is no strict date when this article was written, still it is possible to conclude that it may be related to the beginning or the middle of 2000s. The broad area of the article is MTV Network. One of the main ideas discussed in the article is that being International, this global network became local. The problem discussed in the article is closely related to International Business Course as each company entering the international market should pay attention to the cultural and national peculiarities to make the company products popular and demanded there. The focus of the article is the MTV Network, it history from being global to becoming local. First, MTV was oriented on English-speaking countries broadcasting, mostly USA and UK music, but with the increase of the competition, MTV has increased its market segmentation and offered its product to different countries, like Germany (MTV Germany), Latin America MTV, MTV channels for Nordic nations, MTV brazil, etc. It is really interesting to read this article as it is connected with music and because the ideas mentioned there are easy to implement in business and make it effective and more profitable. The key learning point in the article is the ways to compete at the global market by means of using the local strategies. Thus, MTV Network became global by means of providing different Networks on the basis of the national peculiarity, language. Now, MTV is broadcasted on different languages of the world and with the increase of the national music, making it available for wide range of people in the world. The title of the article says for itself, “MTV Goes Global with a Local Beat” (“Participating International Management Case” 61). MTV, local, global, Europe, music and broadcasting are the words kept repeating in the article. While reading the article it is possible to identify its building blocks: MTV International broadcasting, the history of making MTV local and becoming more global, and MTV generation. Frankly speaking, it is rather complicated to divide the article into the introduction, the main body and the conclusion. Thus, here is a brief description of the information provided in each article building block. The first part is MTV International broadcasting which states that MTV is the program that managed to become global by means of being local. Furthermore, the age of the program fans always remains on one and the same level, from 18 to 24. The company motto is “Think globally, act locally” and 340 million houses in more than 140 countries enjoy this. The history of making MTV local is rather long. MTV began its broadcast for 61 million people in the USA in 1987. Understanding that it is possible to increase its influence, MTV Network started MTV Europe and MTV Australia. At the same time, this was not exactly what we mean when say that “MTV goes global with a local beat” (“Participating International Management Case” 61) as US and UK music was predominant if not to say the only on the channel. The main challenge for MTV Network was in 1993 when Germany’s VIVA began it