Assignment 2
Analysis of MTV Networks: The Arabian Challenge
Introduction
With the boom of globalization and the world’s growing love of celebrities, it was about time that the music and youth entertainment industry tapped into the consumer hungry Arabian market. MTV saw this opportunity as a move that could unite the Arabian population by showcasing local talent on a world stage, as well as bringing international stars into the region. The market for an international music channel in the Middle East was untapped at that time, but the market showcasing local music was saturated. Despite this, the region offered massive opportunities for growth if MTV could successfully translate and adapt their strategy into one that could be successful in a culture that had major differences to their business culture.
MTV Networks (MTVN) expanded into the Middle East with MTV Arabia in November 2007, through a partnership with Arab Television Network (ATN). Besides the United States, the Middle East would be MTVN’s largest audience at approximately 190 million viewers. To compensate for the different culture and local tastes, MTV needed to be fully aware of all the differences between each Arabian demographic and other markets around the globe that MTV had already entered.
“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 culture presents two major problems for MTV: The first is that the Arab culture traditionally does not respond well to the typical content that MTV broadcasts, and the second is that the Arab culture is vastly different than any market MTV has previously entered. The assertion that what MTV caters and what Middle Eastern culture doesn’t line up well assumes that MTV will be catering to the entire Middle Eastern population. The case implies that beyond just region, how traditional a
Introduction
With the boom of globalization and the world’s growing love of celebrities, it was about time that the music and youth entertainment industry tapped into the consumer hungry Arabian market. MTV saw this opportunity as a move that could unite the Arabian population by showcasing local talent on a world stage, as well as bringing international stars into the region. The market for an international music channel in the Middle East was untapped at that time, but the market showcasing local music was saturated. Despite this, the region offered massive opportunities for growth if MTV could successfully translate and adapt their strategy into one that could be successful in a culture that had major differences to their business culture.
MTV Networks (MTVN) expanded into the Middle East with MTV Arabia in November 2007, through a partnership with Arab Television Network (ATN). Besides the United States, the Middle East would be MTVN’s largest audience at approximately 190 million viewers. To compensate for the different culture and local tastes, MTV needed to be fully aware of all the differences between each Arabian demographic and other markets around the globe that MTV had already entered.
“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 culture presents two major problems for MTV: The first is that the Arab culture traditionally does not respond well to the typical content that MTV broadcasts, and the second is that the Arab culture is vastly different than any market MTV has previously entered. The assertion that what MTV caters and what Middle Eastern culture doesn’t line up well assumes that MTV will be catering to the entire Middle Eastern population. The case implies that beyond just region, how traditional a
References: Al-Awsat, Asharq (2006). “MTV eyes Middle East market.” Retrieved 16th July, 2014 from www.asharq-e.com Arab News (2007). “MTV Arabia begins broadcasting.” Retrieved 16th July, 2014 from www.arabnews.com Deresky, Helen (2014). International management: managing across borders and cultures. (8th ed.) Boston, MA: Pearson El Baltaji, Dana (2008). “I want my MTV.” Arab media society, Issue 5, Spring 2008. Retrieved 10th July 2014 from www.arabmediasociety.com Essays, UK. (2013). “MTV Arabia entry strategy.” Retrieved 16th July 2014 from http://www.ukessays.com Newbould, Chris (2013). “Has the MTV generation grown up and switched off?” Digital Production Middle East. Retrieved of 16th July 2014 from www.digitalproductionme.com Yee, Willert (2013). “MTV networks: the Arabian challenge.” Retrieved 16th July 2014 from www.prezi.com