Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

MTV - Case Study Example

Comments (0) Cite this document
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…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.1% of users find it useful
Read TextPreview

Extract of sample "MTV"

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
Cite this document
  • APA
  • MLA
(“MTV Case Study Example | Topics and Well Written Essays - 1000 words”, n.d.)
MTV Case Study Example | Topics and Well Written Essays - 1000 words. Retrieved from
(MTV Case Study Example | Topics and Well Written Essays - 1000 Words)
MTV Case Study Example | Topics and Well Written Essays - 1000 Words.
“MTV Case Study Example | Topics and Well Written Essays - 1000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document


MTV The Leading Multimedia Youth Brand

...MTV – The Leading Multimedia Youth Brand ABOUT MTVMTV Networks is owned by Viacom International Inc., an international leader in programming and content. With over 135 channels and over 200 interactive properties across the globe, the MTV Network has been revolutionizing music ever since its inception in 1981. Almost three decades into the entertainment industry, the company continues to makes its presence known with innovative media products on a host of platforms such as the internet, wireless and interactive television services. The company has its headquarters at 1515 Broadway, New York City. The work environment provides its employees the ability to contribute, be...
5 Pages(1250 words)Essay

Total Quality Management: Cost, Gurus and Customer Service

13 Pages(3250 words)Essay

MTV Networks: The Arabian Challenge

...MTV NETWORKS THE ARABIAN CHALLENGE MTV, as part of its internationalization strategy, entered the Middle East market in late 2007. This was, perhaps, dictated by falling market share in the US. However, the channel enjoyed tremendous popularity worldwide and, more specifically, the Middle East. The Arab world was of special, strategic importance to MTV in view of its broad geographical expanse of 22 countries which was home to several world religions. A strong economy, it boasted of the world’s largest reserves of oil. A youth explosion of around 42% in the Arab nations, promised a whole, new world of growth. Faced with plateau-like growth prospects in the US and other markets,...
7 Pages(1750 words)Case Study

Decoding the New MTV-Speak

...Throughout the article “Decoding the New MTV Speak” the made fun of the new billboard MTV advertising campaign. To the it was hilariousthat MTV was creating a new slang that did not exist. These types of ads are often criticized by industry experts because they are not focusing on selling anything and do not provide any substance behind the ad. For instance if a company ran a campaign promoting protecting wildlife the ads would serve a social purpose that would improve the corporate image of a company. The author often used satire to criticize and make fun of the MTV campaign. For instance the author said, “Or is MTV such a youth octopus-like arbiter that...
1 Pages(250 words)Personal Statement

Data Is the Next Frontier, Analytics the New

5 Pages(1250 words)Essay

MTV Networks: The Arabian Challenge

...MTV Networks: The Arabian Challenge Question In the MTV Networks case study there was raised an important factor that has huge impact on international business – it is culture. Arabic culture is very different to the American culture. Arab society is much more conservative than the American or the European. Arabs have deep belief in God and they believe that practically everything in life depends on the God’s will (, n.d.). Such strong religious beliefs and values form society’s behavior, and therefore, have crucial influence on the consumer’s behavior, as it is in case of MTV. Justice and equality are also very important for Arabs. All the activities undertaken on behalf of the US and Americans is constantly weighed... ...
5 Pages(1250 words)Case Study

MTV Networks: The Arabian Challenge

...MTV’s Entry in Arabia: A Case Analysis MTV’s Entry in Arabia: A Case Analysis Introduction MTV is one of the fastest growing networks of entertainment in the field of electronic media. The force of globalization took over the world by the early years of the 21st century (Baltaji, 2008). The claws of globalization only grew stronger and stronger in terms of their strength in the subsequent years of the current century. By the year of 2007, globalization engulfed the local firm and companies in all fields of life had to pick from two decisions which were firstly entering into the sea of globalized economy or die out quietly and more surprisingly, the featured electronic network made the choice of entering into uncharted markets... and at that...
4 Pages(1000 words)Case Study

MTV Network

...Case Study – MTV Network When venturing into an unfamiliar market, the venturing business must undertake thorough market research concerning the target market. This helps the business in evaluating the chances of success in that market and in determining market entry methods that would ensure optimal business impact when launched in the alien market. If obstacles are found, then the business finds solutions or counter measures to these issues so that it can succeed in the market. Failure to adapt such measures would cause the business to fail in its ventures. An alien environment usually poses unique challenges to an entrant that could endanger the overall performance of the business in that environment if appropriate...
4 Pages(1000 words)Case Study


1 Pages(250 words)Assignment

MTV Networks - the Arabian Challenge

...MTV Networks - the Arabian Challenge Basically, the Arabian nations are largely populated with Muslims who essentially possess strong cultural as well as religious values (Clauss-Ehlers, 2010, p. 115). Arguably, the Middle East countries are way backwards compared to the westernized nations such as America, more so in terms of dressing and traditions. For instance, whereas people from the west have been observed to dress modernly, in suits, T-shirts and Jeans, in the Arabic nations, men have been seen to uphold their traditional dressing methods with women also frequently dressing in veils. In addition, the Middle East is exposed to diverse political forms of government, most of which excessively use religion as a basis... of their...
2 Pages(500 words)Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic MTV for FREE!

Contact Us