MTV Networks: The Arabian Challenge - Case Study Example

Faced with plateau-like growth prospects in the US and other markets, MTV was forced to venture beyond its existing European and Asian bases for expansion. The oil-rich Arab countries provided tremendous growth opportunities. Added to that, Arab youth were highly attracted to this global music label and it was hugely popular. The Middle East market though rich from a market point of view, was a potential landmine for MTV. It posed regulatory and social challenges much unlike what MTV had hitherto faced.

Its initial setback in the European and .Asian markets had, no doubt, prepared them for market challenges. But, the Arab culture was radically different from other global cultures. It was diametrically opposite to the loud, profane culture for which MTV was known for and admired globally. A cautious, soft tread approach was called for. This paper discusses the background of MTV’s US culture, the grand, highly publicized MTV Arabia launch, its Arabian market foray, the high points of Arab culture and critically analyses the market entry and mixed culture strategy of MTV in Arabia.

The present day challenges also find a mention and the paper concludes with an evaluation of MTV’s international strategy. Music Television (MTV) launched on 1st August 1981 is owned by MTV Networks (Viacom) and is headquartered in New York. Created to play music videos on air hosts, it pioneered the branding concept in the television industry. Today, it commands a global presence, with a worldwide reach upwards of 635 million households in more than 160 countries via its approximately 170 channels and multiplatform properties, thanks to a wide variety of non- music related television programs such as original programming, award shows, online community etc.

Starting off its operations through TV music networks targeted at aging baby boomers, it had the backing of a very strong parent, Viacom. Created with the idea of playing music videos,