Mtv Networks: the Arabian Challenge Pg. 179

Case 2. MTV Networks: The Arabian Challenge pg. 179

1. Arab Culture is one that is high-context, and very poly-chronic. The culture is tied very closely with Islam. Shared culture, religion, and language underlie behavioral similarities throughout the Middle East. The culture is so influenced by the religion that Allah is always present, controls everything, and is frequently referred to in conversation. Arab culture focuses on close familial ties and is often far more personal than the West. At the root of Arab culture is a religious, highly masculine, high context, polychronic atmosphere that affects all things from what is done on a daily basis to what is watched in movies and listened to on the radio.

MTV Arabia will experience the following issues with Arab culture:

- MTVs own international culture is one that is quite western. Arabs do not simply classify western as American—Western is west of Arabia, including Europe in addition to America. For this reason MTV will need to reshape its cultural appeal and, as it has already done, include a vast majority of strictly Arab shows rather than European or American shows.

- MTV Arabia will need to match the Arab culture in its personal approach and need to reach the people where they are. They will not simply flock to the channel. Going to schools and shopping centers to raise awareness is huge. Due to the level of personal focus of the Arab people, MTV will also need to include itself in social programs and focusing on social problems.

2. The strategy is very well put together—partner with a local media company that has experience with Arab culture, do plenty of market research prior to advancing forward, undergo a program facelift in order to better match the Arab culture, and provide Arabs with a wide variety of program options to choose from. Another important factor is that MTV Arabia is not focusing on the niche market of the individuals who attend private institutions, but instead, it is focusing on...