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MTV Networks: The Arabian Challenge - Case Study Example

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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…
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MTV Networks: The Arabian Challenge
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Download file to see previous pages , the featured electronic network made the choice of entering into uncharted markets and at that time, it chose to enter Arabian territory where it came face to face with the challenge of maintaining its brand image while making its content appear socially acceptable. The company faced the challenge when it had to broadcast foreign content without hurting the local culture of Arabia.
No doubt, the public responded positively in early days but soon after that government intervened in order to regulate the affairs. The step was a necessary evil as MTV was carrying an American background because it was launched as a sole cable music provider in 1981 in the country. However, the channel knew the worth of Arabian market and therefore, it did not do anything foolish to provoke the local community. The company decided to use a divergence policy towards managing international business and it was a wise choice to say the least. The company’s top management made it clear that they are not at all interested in contaminating the local culture. Those words carried a lot of weight because they came from Vice President of MTV, Roedy. Roedy on the other hand was well aware of the importance of political environment in relation to their plans of expansion in nations like Cuba and Israel. The real power of MTV came from frequent communications with authorities and they had been taken into confidence beforehand then sailing became rather easy for the newborn channel in the area. MTV was surely took the first mover advantage as others in the industry felt reluctant to enter into the Arabian market for being too emotionally attached to their religious ways. However, by trying, MTV managed to create a blue sea environment for it because Arab’s local population found the channels broadcasts rather assuming. That created a base for success in the region. Additionally, the creative team at the company strategically worked hard in terms of selecting and running content which was ...Download file to see next pagesRead More
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