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MTV Networks: The Arabian Challenge - Case Study Example

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Arabic culture is very different to the American culture. Arab society is much more conservative than the American or the European. Arabs have…
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MTV Networks: The Arabian Challenge
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Download file to see previous pages All the activities undertaken on behalf of the US and Americans is constantly weighed in comparison to religious standards and traditions (Higgins.org, n.d.). Suspicious attitude towards the Americans and American culture also is common among some representatives of the Middle East region (Higgins.org, n.d.). However, Arabic communities usually place family over self and focus on family pride and honor.
By going to the Middle East MTVN has faced some of the above mentioned challenges as a result of the prevalent culture in the Arab world. The company had to consider all of these cultural differences and to find a balance between Arabic conservatism and American permissiveness. It is possible even to state that the Arabic culture as it is has created a number of challenges: from language and translation to censorship and political sensitivity. As Roedy said, there were three key aspects reflecting the country: packaging, attitude, and the language (Case Study, 13). All these three aspects were adapted to the Middle East region and Arabic culture, despite the challenge related to the variety of countries in the Middle East region. Thus, MTVN management has turned its challenges into the opportunities and avoided the risks of cross-cultural conflict and project failure.
MTV’s strategy in the Middle East was perfectly adapted to the local region. The company decided to enter the market with a help of local partners; it gave MTV an opportunity to better understand the needs of its target audience and to deeper penetrate to the Arab society. Decision to provide mixed content to the market also seems to be very effective as the “mixture” was selected properly: 60% of international content and 40% of Arabic. Such a combination allowed MTV customers and fans enjoy entertaining international clips but also not isolate from Arabic culture and music. Another important factor that should be taken into account was ...Download file to see next pagesRead More
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