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MTV network : the arabian challange - Case Study Example

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The Middle East was appealing because it has a huge young population and the Arabic language covers a whole host of countries which…
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MTV network : the arabian challange
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Download file to see previous pages There are also a number of religious and socio-political concerns to consider when making a move such as this. The main aim of MTVN was to provide a similar service in the Middle East as they had in the US, by targeting young people and their own unique culture, whilst maintaining relevancy in the countries in this area and being acceptable for mainstream broadcasting.
There are a number of other challenges that were associated with MTV Arabia, with some experts suggesting that it would be highly difficult for an American company to move into such a business arena. There were a number of ways in which MTVN dealt with the problem, initially by signing a deal with an existing Middle Eastern partner, the Arab Media Group (AMG). This was the start of several important strategies that MTVN used to move into the area, including their aim to use mixed content. These entry strategies will be explored in more detail below as part of an assessment of how well MTV Arabia could be expected to do in this local arena.
Experts felt that one of the biggest challenges faced by MTV while launching MTV Arabia was the prevalent culture in the Arab world. Discuss the Arab culture. How is it expected to pose a challenge to MTV?
MTV and the resultant MTV Networks were started as a venture into music television with “operations primarily confined to the US” (Peace & Robinson, 2009, p191). It was aimed towards young people between the ages of 12 and 24 and their music and lifestyle choices, meaning that the original MTV began showing rap and heavy metal music (Peace & Robinson, 2009, p191), which was not found often on existing TV networks. MTV then began to evolve and eventually show programs such as The Real World and other lifestyle programs. These were evidently aimed at satisfying the viewing needs of the American target population, and therefore involved things that were considered to ...Download file to see next pagesRead More
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