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Case No. 4:
MTV Networks: The Arabian Challenge
Group Work Report

Class name:Intercultural Management by Prof. Dr. Fanchen Meng Date of presentation: 2012-12-11
Submitted by: Saikal Gerlach2820126910
Liu Yang牛羊 
Feng Yupeng 冯宇鹏


Group Work Report3
Case Summary4
Question No.1:5
Question No.2.6

Group Work Report
Case: MTV Networks: The Arabian Challenge
The Group:
Saikal Gerlach
Liu Yang牛羊 
Feng Yupeng 冯宇鹏
Time schedule
Group Activity| Date| Description| Working method|
Group Building| October, the 16th| During the class we build a group| Discussion| Social event| November, the 6th| In order to learn more about each other we had also informal times such as having dinner together. Due to such informal times we have created a very good team spirit.| | First group meeting| November, the 21st| Our first group meeting we started with a short introduction of every group member. Afterwards we have chosen the group leader (Saikal Gerlach). After case discussion individual tasks were assigned to every group member.| Discussion| Second Group meeting| November , the 27th| In our second group meeting on the 27th of November we have discussed the outcomes of the individual tasks. The group decided that every member of our group has to present in order to improve the presentation skills of everyone.| Brainstorming, discussion| Deadline for submission of the individual tasks| November, the 27th| Individual tasks consisted of making a short summary of the case and answering the case questions. | Individual work| Third group meeting| December, the 4th| Discussion of PPT slides and decision about who will present which part. | Discussion|

The group leader was responsible to make a summary of the submitted individual tasks. Xiaofeng and Saikal Gerlach were responsible for the creating PPT Slides. Each group member is responsible for its individual task and has to present a part of the group presentation. The work was divided equally, the working atmosphere was relaxed, and due to good schedule everyone had enough time to prepare the individual tasks and the presentation.

Case Summary
The case discusses in detail the strategy adopted by MTVN (Music Television Networks) to enter and expand in the Middle East and also the challenges faced by the channel. MTV had developed over the years a reputation for its ability to provide localized content without diluting what MTV stood for. 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 in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV's global brand. Moving into the Middle East was one of MTV’s most ambitious and challenging moves. Its success was dependent on getting the balance right between the delivery of international music and localized content to a young audience while at the same time adhering to local taste and culture. To enter the Arabian market MTV have used localization strategy which included creating of a local versions of the popular MTV shows adapted to the local culture and presenting Arabian music to the rest of the world. MTV established a partnership with a local TV network called Arabian Television.The local TV network was chosen due to their knowledge of local tastes. Discussion questions:

1. Experts felt that one of the biggest challenges faced by MTV while launching MTV Arabia was the prevalent culture in the Arab world. Discuss...