MTV Network Challenges in Arab Countries

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Introduction

Having a significant market share in the world in music television channel, MTV networks took the challenge of introducing their services to the Arab countries. This was measured as one of the principal challenges they ever faced due to the assumed classic and conservative culture in Middle East countries. The greatest fear the network had was product acceptance failure considering cultural and religious traditions. As a strategy to overcome this challenge and get through in the Arab countries market, an MTV network choose to partner with local companies such as Arab Media Group (AMG) to gain acceptance from local viewers. Their main target market was young people aged between 12 and 24 years. Compared to other countries, the company had introduced these services; Arab countries posed the greatest challenge. To remain relevant and focused on the global objective, MTV networks had to avoid full adoption to Arab conservative styles and culture (Hammond, A, 2005).

Case Questions

- 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?

Having 22 different countries, the Arab region has diverse political, religious and ethical views that are accepted in one country but rejected in other countries. These diversities presented different reactions to what was seen as controversial content that MTV network was introducing. Different religious conviction such as Christianity, Islam, and Judaism make some television content acceptable in some countries but rejected in other countries. Religious forms the most vital aspects of Arabs’ lifestyle and is greatly considered in mak...

... middle of paper ...

... these countries and focus on proving shows that are acceptable to specific markets. It should also focus on societal issues in the shows aired to gain more popularity. The company should continue using different social media such as Facebook to increase popularity.

References

1. Arab Media & Society. (n.d.). Arab Media & Society. Retrieved from http://www.arabmediasociety.com/?article=682

2. Hammond, A. (2005). Pop culture Arab world! media, arts, and lifestyle. Santa Barbara, Calif.: ABC-CLIO.

3. MTV Middle East - LyngSat. (n.d.). MTV Middle East - LyngSat. Retrieved from http://www.lyngsat.com/tvchannels/us/MTV-Middle-East.html

4. Online Extra: MTV Presses Play in the Middle East. (2007, October 21). Bloomberg Business Week. Retrieved from http://www.businessweek.com/stories/2007-10-21/online-extra-mtv-presses-play-in-the-middle-east

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