MTV Networks – The Arabian Challenge Case Study
Question 1: Experts felt that one of the biggest challenges faces by MTV while launching MTV Arabia was the prevalent culture in the Arab world. Discuss the Arab culture. What challenges does the culture pose to MTV? When talking about Arab it must be clear that there is not just “one” culture or society; it is full of different and various communities, groups and cultures. It can be said that each of these Arab countries have different thinking and followings. Hence with 22 countries, in the Arab region there are differences exist not only among countries, but within countries as well. Also within Arab there are three religions followed – Islam, Judaism and Christianity. This makes things more complicated since some things are acceptable in one religion while is it not accepted by the others. There is a good amount of youth in the population of Arab who are the target group of MTV. But MTV must make it a point to be aware of the religion followed by the youth as religion is a part of their lifestyle. One of the most crucial facts at MTV’s decision on entering the Middle East market, was the fact the 65% of the Arab population is younger than 25 years old. MTV as a huge Music television channel have to make be aware of the forbidden things according to the religion followed on Arab. Some of them are listed down: Inappropriate Content / Sexual Content
Decent clothing - no clothes on would be disrespectful
Politics criticism and Religion criticism
No use of Alcohol
Another important point in order to gain more and more customers in Arab is that MTV has to consider the fact that Arab’s are family oriented. The Arab community still conserves the traditional values supported by their culture. Since MTV airs content which contains all of some of the forbidden content above, they must make it a point to learn the cultures and make shows that relate to the Arab population. In order to achieve this goal the channel...
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