Case Study: MTV Network: The Arabian Challenge
International Management (MAN4600)
September 27, 2012
“Case Study: MTV Network, The Arabian Challenge”
MTV Networks, known as the biggest music television channel in the world set a new challenge of introducing their channel to Middle East or to the Arab countries. Even tough MTV had spread almost through the whole world they had this challenge as one of biggest challenge they could face due to the Arab closed, classic and conservative culture. MTV feared that the Arab’s would not accept the channel due to their religious and cultural traditions, and there was the challenge. They had to adopt measurements that would make Arabs watch their channel instead of continue watching the 54 Arab music channels that they were used to watch and listen. MTV had never had those types of problems at the time of integrating at another country, so they decided they had to implement some strategies to get through this market. They had to tie-up with a local partner, named AMG (Arab Media Group), in order to be accepted by part of the society they tried to focus on which was young people between 12 and 24 years old. But, on the other hand they could not fully adapt Arab culture and conservative styles because they would lose the MTV global brand main characteristics. So, there is what is considered the biggest challenge MTV had faced on entering a new market throughout the whole world.
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 the Arab culture. How is it expected to pose a challenge to MTV? The Arab community is an area full of diversity in many aspects; each of the Arab countries has different perspectives so there is not one Arab culture. The Arab region is formed of 22 countries, that some have the same religious, politics and ethical...
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