Mtv Case

Case MTV Networks: The Arabian Challenge

Summary case:

In 1981, MTV was one of the leading entertainment companies in the field of cable music channel. MTV began to expand globally known called MTVI in 1987. They have adopted the strategy Think globally, Act locally. MTVI became the first international TV network. Because MTV nature of Western culture, it was difficult to enter in the Middle East market especially Arabic. This was a multicultural country. There were many conflicts of culture, religion and politics. Contents of the MTV reality were nature airing sexually explicit and provocative program. This explicit Western culture projected by MTV went Contrary to the socially conservative culture of the Middle East and could be a key bottleneck to the channel's acceptance in the Arab region, according to Analysts (MTV case page 184). Clusters of local music channels mimic the content of MTV. At first, MTV entered to Arabia by bringing Western culture in contact with the middle class, upper-class and interested in Western culture. The challenge for MTV would be to not only find the right content but also ways to connect and captivate the Arabian youth, who were habituated to log on to any number of sites and enjoy the music channel and videos according to their whims and fancies (case page 184). Then, MTVN associated with the Local Television Network to create programs Arabian nature. Finally, MTVN has successfully entered into the Middle East market by creating the program edited by the Arabs and implemented.

1. Challenges of MTV

Arab culture is very conservative, their beliefs, families and traditions are very important. MTV carry with it an image of open Western culture in which Middle East would most revile about. There are also strong anti- American sentiments prevalent among a large section of the population. The challenges MTV expected to pose included the image of open Western culture contrast of the socially conservative culture of the Middle...