Mtv Networks And The Middle East - 1648 Words

Abstract Since 1981, MTV Networks (MTVN) has developed a reputation for its ability to provide localized content without compromising the MTV culture. However, the company faced challenges in late 2007 with its launch of MTV Arabia in the Middle East, making it one of the biggest launches in channel history. While the market in the Middle East offered MTV with lucrative business opportunities, the networks controversial content could potentially backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV’s global brand. This paper will discuss MTVN’s challenges, strategy and effectiveness in expanding in the Middle East. Introduction With a growing gross domestic product (GDP) of Arabia, suggesting a lucrative market, MTVN joined forces with the largest media group in the UAE, Arabia Media Group, to launch the Arabic version of MTV as MTV Arabia in 2007. MTVN would be set to compete with approximately 370 other 24-hour free satellite channels in the growing market of $3 billion. Before launching, MTV needed to understand the cultural profile of the Arab world—one that consists of over 20 countries stretching from Morocco, across Northern Africa, to the Persian Gulf. These countries are religiously and ethnically diverse with a multitude of ethnic, religious and linguistic groups. To be an Arab is a cultural trait rather than a racial one and Arab history and culture are basedShow MoreRelatedMtv Networks And The Middle East Essay1953 Words   |  8 Pages Introduction MTV Networks is known as the biggest music television channel in the world embraced a new challenge of introducing their channel to the Arab countries. The thriving of globalization and the world’s growing love of celebrities, MTV executives decided to approach the growing Arabian market with target the music lover and youth entertainment industry. MTV saw this opportunity to gain new market shares and a move that could unite the Arabian population by showcasing localRead MoreEssay on Mtv Arabia1329 Words   |  6 PagesCase Analysis: MTV Arabic Introduction: Music Television or MTV is the pioneer of the concept of a cable music channel. It started in 1981 in United States. This was a mark of the commencement of the cable TV revolution in the history. The primary audience for MTV is those in the 12 to 24 age group. Later on, MTV launched many sister channel, this includes VH1 (video hit one) which shows light popular music, Rhythm and blues which shows Ramp;B, jazz, classics and country music, and lastly NickelodeonRead MoreAaron Abrams . Professor Harding . Mgt375 . 3/21/17. 1.1220 Words   |  5 Pagesdecent clothes in front of the other sexes. There cannot have sex until marriage. Their cannot use slang language and there are anti-American. MTV has multiple challenge while doing their television show in Saudi Arabia. One of the problem were the language translation. It did not usually translate properly or reveal a very explicit sexual message. MTV still maintain their Western ties which led to most of their shows being censored. O nly forty percent of Arabic teenagers watch this program. TheRead MoreArab Culture and MTV708 Words   |  3 PagesMTV Networks launched MTV Arabia in a partnership with Arabian Television Network and as part of a global standard. On one side of the debate, proponents believed that introducing MTV to the region would provide more of an international connection to youth that is craving both information and participation from the West. On the other side, more conservative Islamic elements see the Western cultural influence as decadent and divisive. 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First of all, it is impossible to talk about groups of people without generalizing. At this point it must be emphasized that there is not just â€Å"one† Arab culture or society. The Arab world is full of rich and diverse communities, groupsRead MoreCase Study : Music Television Networks1182 Words   |  5 PagesMusic Television Networks (MTVN) had developed over the years a reputation for its ability to provide localized content without diluting what MTV stood for. What MTV wanted to do now, was enter the Arabian/Middle Eastern markets where everything is different. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel s history. While the market in the Middle East offered MTVN hugeRead MoreMtv Arabian Challenge7403 Words   |  30 PagesBSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMRRead MoreMtv s Global Management Team Essay905 Words   |  4 Pagessupply media to the world’s youth had no limitation. In 2007, MTVN planned to enter the Middle East after several years of planning. MTV entry faced many difficulties in order to enter the Middle Eastern media market successfully. MTV Management team’s focused on identifying the internal strengths, internal weaknesses, opportunities, and threats to construct a corporate level strategy to enter into the Middle East market. By understanding these components, it is possible to compare MTV’s SWOT analysisRead MoreManagement7125 Words   |  29 PagesBSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for