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How is it expected to pose a challenge to MTV?

American television is known for showing sexually explicit and provocative programs. MTV is on the vanguard of this programming with its musical videos and reality programming. MTV was the embodiment of everything the conservative and religious Middle East cultures thought was evil with Western pop culture. MTV would have a hard time overcoming the Middle East’s perception of what it is.

MTV would have to adapt its content to suit local tastes, and meet governmental and religious regulations. This could prove to be challenging because of the many different countries in the region. What is expectable in one country would not be expectable in another. Also, too much localization could hurt the brand and what MTV stands for.

To complicate matters, there are strong anti-American sentiments prevalent among a large section of the population. The issues of the U.S. invasion of Iraq for oil and its support of Israel had left many Arabs angry.

MTV was entering a market that had over 50 music channels already operating. Unlike MTVs launch in the virgin markets of India and Europe, in the Middle East MTV would be facing stiff competition. The two main competitors in the Middle East market are Rotana and Melody. These music channels were already establish and understood Arab culture and tastes. These two music channels had already captured a large segment of MTV’s targeted market. Moreover, these music channels had established long lasting relationships with some of the most popular Arab music stars and signed exclusive contracts with them.