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MTV - Case Study Example

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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…
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Download file to see previous pages 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.
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 ...Download file to see next pagesRead More
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