The Arabian Challenge of MTV International - Case Study Example

MTV Networks The Arabian Challenge of MTVI To be able to appeal to the cultural sensitivity of Arabian populations is one of the most challenging tasks that global brands planning to expand into the Middle East region have to overcome. The journey is also not easy since the majority of Arabian nations seem to react to different political and cultural changes in different ways. MTV International has through its example set up standards in migrating and establishing itself in the Middle Eastern countries, without any compromise on the edge of the channel’s content. It is indeed intriguing that MTVI achieved all this without any controversy or objection raised from the Arabian populations. Also, it must be noted that the management of the MTVI conducted massive changes in the scheduling and presentation of programs in order to meet the tastes and expectations of the local population. We understand all the details of the process in the course of this article. Major Blocks that Could Create Trouble in Transition MTVI’s main motive to expand all through different continents was to position MTV as a No. 1 global brand in cable television and music broadcast. In its plans of introducing the channel in the Middle East, the channel’s management had to undertake rigorous research and analysis before announcing the launch. Whenever a channel plans to launch itself in the new territory, local producers and networks try to grab as much channel space as they can. Anything new is always welcome and MTV had a tough time deciding which local producers to rely on and which to reject. It started by measuring the major blocks that could create a rough ride in the establishment of the channel. They can be broadly classified into cultural sensitivity, program content, and political and social opinions which could create controversy and social turmoil. MTVI understood that it has to reflect and respect culture and this was highly important for the Arabian challenge. With the brains of Roedy, Singh and ABN’s Sayegh (Purkayastha, 5) behind the venture, right from the word go, MTV concentrated on creating the right balance between cultural aspects considered important to the Middle East and the outgoing spirit of program content that the channel is known to provide. In what has been termed as a litmus test for the channel in adapting its core principles to the concept of localization that it had adopted in the 90s, the Arabian market turned out to be the promise it was considered. As it is, the most important factor that attracts every global brand to the Arabian market is the market strength. MTV was well aware that outside United States, it was in the Middle East that the channel could hope to find the same market strength that it had seen in America. All other countries had a market potential than that of the Middle East. So, in its operation to create the right balance, the channel had to use careful strategies to ensure that none of the blocks could cause hindrance. We assess all the major strategies here. Method Used to Overcome the Blocks Modification of program content: With its stringent attitude towards dress code and political thinking, Adapting a channel that spoke of youth freedom as MTV was indeed a mammoth task. The management started out by looking for program producers both from within America and Arabian countries. Their initial set of programs were created carefully keeping the peppy spirit of the western youth flowing to viewers in Arabian countries, while the programs created by Arabian producers were mainly to reflect the musical talent that was present amongst Arabian youth. Clean adherence to dress and political norms kept the channel and its programs like “Hip Hop na” and “Pimp my Ride”, clear of censor trouble in the Arabian countries (Purkayastha, , 9). Localization of programs: With a distinct Arabian flavor added to the naming and conducting of the individual programs, MTVI’s localization spree was a raving success in the Middle East. With careful selection of actors, musicians and anchors, the channel ensured that high quality programs full of youthful energy and zeal aired all through the day. The teeming youth of Arabian nations experienced and enjoyed the expression of musical talent and acts with these moves, and this reflected directly on the channels TRPs. While shows like “MADE” and “Boiling Point’ were changed to “al Helm” and “Akher Takka” to make them sound more Arabic, and create the platform from where local talent could be exported to global audiences (Purkayastha, 9). Specific channel theme: To keep the distinctness intact right from the start, the MTV Arabia version kicked off to a successful start with its own theme complete with graphics and theme music. With the help of local talent, MTV Arabia quickly cashed on the popularity of instruments and music talent found in different Arabian countries and created a theme that kept every Arabian viewer close to his roots, without making him feel that he was watching a foreign cable channel. Pre-launch and advertising: The pre—launch advertising and announcements were designed to ensure that governmental authorities and audiences were both ensured of high quality relevant programs. MTVI used its international producers from the American segment of the channel to plan programs that looked Arabian culture friendly. Flexibility in structure and reputation of brand MTV: Formerly known for its outrageous mockeries of conventional thinking, MTV had to adjust its brand reputation by using a flexible program structure that did in no way disturb the program quality criterion expected in Arabian countries, and compromised on the level of freedom that it portrayed and turned the tone classy to fit the Arabian scenario. Conclusion: To be sure of its acceptance in the Middle East, programs that helped MTVI reach the balance between conservativeness and youthful zealousness of the local populations were created and aired. The approach paid the channel well as with the success it received after the initial years, set its standards in the procedure of localization across all other countries. The Arabian challenge was worth its while for MTV, and in the process of overcoming it, not only did it set a standard for localization and other procedures in the global expansion plan of the channel, but also set an example for other brands and services that were looking to explore the Arabian markets. References: Purkayastha, Debapratim. MTV Networks: The Arabian Challenge, IBS Centre of Management Research. 2008, Retrieved on May 23rd, 2014 from: http://sharingwithacers.weebly.com/uploads/1/0/8/9/10891123/_mtv_networks_the_arabian_challenge.pdf Read More