Case Study Music Television Networks - 1182 Words

Case Study Summary Music Television Networks (MTVN) had developed over the years a reputation for its ability to provide localized content without diluting what MTV stood for. What MTV wanted to do now, was enter the Arabian/Middle Eastern markets where everything is different. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel s history. While the market in the Middle East offered MTVN huge opportunities due to its huge youth populace, MTV s controversial content that was known for angering religious, political, and conservative communities, could easily backfire in the conservative environment prevalent†¦show more content†¦Ã¢â‚¬ ¢ The channel was targeted at the countries of Egypt, Saudi Arabia, United Arab Emirates, Lebanon, Bahrain, Jordan, Kuwait, Oman, Qatar, Yemen, Palestine and Syria. The Arab culture, unlike American culture though is broadly conservative as per Islam, the degree of conservatism varies across these twelve countries. Saudi Arabia is the most conservative and perhaps United Arab Emirates is the least conservative in this group. It can be portrayed very early that the lifestyles and languages are extremely different in these countries, compared to the American way of life. However, with over half of the population below 25 years old who have an awareness and interest in the American culture, the channel felt that the Arab market had good potential for its offerings. In addition to the complexities of setting up a new business in the Arab world, some of the culture specific challenges faced were very in depth. For instance, MTV had to have the right mix of content for the Arabian audience which should be international quality music and at the same time be culturally sensitive. 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