...call +91-8417-236667/68 or write to IBS Center for Management Research (ICMR), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is what we do -- we reflect culture and we respect culture. The programming mix on this one is going to be a little more local than normal.”2 -William H. Roedy, Vice Chairman for MTV Networks and President MTVI Network International, in 2007. A LITMUS TEST FOR MTV‟S LOCALIZATION STRATEGY MTV Networks (MTVN) launched MTV Arabia on November 17, 2007, in partnership with Arabian Television Network3 (ATN)...
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...form or by any means. 2008, ICMR. All rights reserved. To order copies, call 0091-40-2343-0462/63 or write to ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India or email info@icmrindia.org. www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is what we do -- we reflect culture and we respect culture. The programming mix on this one is going to be a little more local than normal.”2 -William H. Roedy, Vice Chairman for MTV Networks and President MTVI Network International, in 2007. A LITMUS TEST FOR MTV‟S LOCALIZATION STRATEGY MTV Networks (MTVN) launched MTV Arabia (Refer to Exhibit I for MTV Arabia Logo) on November 17, 2007, in...
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...provide the region with an international music brand, in return the region promised to offer growth opportunities to MTVN given to its huge youth population. MTV’S success in the middle east was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment in the region Arabic version, (supposed to act as a culturally unifying force by propelling Arabic music to the global forefront, and vice versa. Had a lot of hopes in this project MTV BACKGROUND Launched in 1981 12-24 yrs Heavy metal, and rap music Started airing non-music reality shows In 1987 was launched in Europe which marked its global expansion “Think Globally, act locally” (MTV Australia, MTV Asia, MTV India, MTV China, etc) 179 countries ------------------------------------------------- 130 channels in 25 languages Success was credited to the channel adopting a decentralized structure and gave commercial and creative autonomy to the local staff. Minimal interferences in local operations led to innovation and expansion Chanel depended on the local cultures 3.PREPARING FOR THE LAUNCH Similar channels across the world Only middle and upper classes whho had been exposed to the west MTV Arabia was formed as a result of a liscencing arrangement between MTV and AMG. $10 million annually Explicit hip-hop music culture portrayed by MTV vs the conservative social culture prevalent in the Middle East. Before launching the channel Samaha...
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...years developed a reputation for its ability to provide localized content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel’s history. While the market in the Middle East offered MTVN with huge opportunities due to its huge youth populace, MTV’s controversial content that was known for angering religious, political, and conservative communities could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV’s global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel. TEACHING OBJECTIVES & TARGET AUDIENCE The case will help the students to: • Understand the issues and challenges in entering and expanding operations in new markets which were culturally different from the organizations home/traditional/existing markets. • Understand the pros and cons of entering a new market with a standardized/adapted product to suit local preferences. • Analyze MTVN’s strategy in the Middle East, identify challenges and explore strategies that the channel could adopt in the future This case is meant for students of the MBA/MS level programs in the Business Strategy curriculum. The case is also suitable...
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...1. How has Islam shaped conceptions of music for the peoples of the Middle East? In the Middle East, Islam is not just a religion; it is a way of life. Islam’s influence spread in the Middle East music conceptions. For example, the Arabic scale is strongly melodic, based around various maqamat or modes. Also, Mann explains that “under the wide rule of Islam, vulgar lyrics and suggestive dancing by women became illegal. Much post-Islamic music is used in ceremonial dance and recreation. (Mann)” In the Middle East, people may hear their songs of praise and prayer. The “World Music: A global Journey, says that “in addition to being suspicious of the sensual aspects of music Islamic aesthetics frowns on realistic representation in art, especially of the human form, to avoid the temptation toward idol worship. But as with sound, it may not always be obvious to outsiders what is considered art and what is not. (Miller 255)” Because, the influence of Islam has had great impact on people related with music, and people used to meditation, trance, and self-flagellation with one’s a higher sense of God while listening music. 2. What is modal improvisation? Is it primarily a compositional or a freely expressive form of performance? According to Henry, modal improvisation is that “a typical modal tune may have only two or three chords, and each may last 8 or even 16 measures. In one sense, modal playing is much easier than playing changes, since it does not require your brain to do as...
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...Background Information: MTV (short for Music Television), which pioneered the concept of a cable music channel, was launched on August 1 1981. At the time of its launch, the MTV channel primarily catered to those in the 12 to 24 age group, airing heavy metal and rap music, although it expanded into several different niche markets through the establishment of alternative channels, such as VH1 and Nickelodeon, in conjunction with airing reality TV shows. In 1986, MTV was acquired by Viacom inc. and started to expand its operations through the global marketplace through a “Think Globally, Act Locally” strategy. The channel MTV Arabia was formed as a result of a licensing arrangement between MTV and AMG. MTVN (MTV Networks) launched MTV Arabia on November 17, 2007, in partnership with Arabian Television Network (ATN), which is part of the Arab Media Group’s (AMG) Arabian Broadcasting Network (ABN). According to analysts, MTV’s success in the Middle East was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment prevalent in the region. The Fundamental Management Issue: The key fundamental issue within the MTV case study is to determine whether localisation is needed to be successful in the market in conjunction with maintaining the MTV global brand and product. This is an issue since the market that MTV was entering, the Arabian market, presented a different cultural and socio-ethical construction from which...
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...tremendous challenge. As experts affirmed, the launch of MTV Arabia in the Middle East was the biggest challenge MTV had faced since its foundation. It was a big challenge for many reasons. First, the cultural difference between the Middle East and the west is incredibly different. Second, the Arab acceptance of a western brand could be tough. Then comes the ambiguity about the success of the localization strategy. Also, the possibility of MTV Arabia to be altered by the local programming could be expected. There is a considerable number of existing Arab music channels, thus, the competition might be difficult as they have the same focus as MTV Arabia. Although those challenges, MTV Networks invaded the Arabian market and applied a business strategy that enabled it to build a solid infrastructure. This paper analyzes the challenges that MTV faced during this process and the strategy that it applied to move forward highlighting its pros and cons. We will also analyze its success and survival in the market. Launching MTV Arabia in the Arab world is the most challenging process that MTV went through. Dana El Baltalji, a special Projects Manager, Trends magazine in Dubai said: “MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand. The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It is not without...
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...Critical Article Review Penelope Baxter Adely, Fida, J. (2007). Is Music Haram? Jordanian Girls Educating Each Other About Nation, Faith, and Gender in School. Introduction Fida Adely was a Visiting Assistant Professor in the Department of International and Transcultural Studies at Teachers College but as of August 2007, she has been the Hala Salaam Clovis Maksoud Assistant Professory of Arab Studies at Georgetown University’s School of Foreign Service. Dr. Adely received her Ph.D. in Comparative Education and Anthropology from Columbia University. She is interested in education in the Middle East and Africa, especially areas that pertain to women, gender and culture. In this paper, Adely furthers her research on Jordanian schoolgirls. The abstract clearly states the purpose, the setting, the research design as well as the study’s conclusions and recommendations. The abstract outlines Dr. Adely’s intent to explore the importance of extracurricular activities, more specifically music, in the education of patriotism, faith and femininity in a female high school in Jordan Her qualitative study based on first-hand experience as well as conversation analysis is aimed at both the academic community and the general population interested in socio-cultural perspectives on education in the Middle East. Analysis Throughout her study, Adely builds primarily on her previous work from 2004, however she does cite literature from Kandiyoti (1991) and Ahmed (1992) among others....
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...Three basic types of music that are heard throughout Birth of a Nation include adaptation, arrangement, and original music. Adapations or the extended quotations of classical music can usually be heard alongside large action scenes. Dramatic scenes are also often related with adaptation. Adaptation can be heard during the assassination of President Lincoln as well as the ending of the movie. The biggest thing about adaptation is that it is most commonly heard throughout the action scenes where a lot of violence is seen. Setting moods and arousing emotions would be very difficult to do without the arrangement of well-known melodies. Melodies such as “Maryland, My Maryland” and “Dixie” can be heard through-out the film. These tunes were used in order to paint a brighter, not so jumpy mood. Newly composed music is the third type of basic music we hear in The Birth of a Nation. This music is put into the film in order to create new themes that represent the aspect of the story. Casablanca is set around a war which forces the director to switch scenes from America to the Middle East quite often. Source music is used in order to identify scenes. There is a sequence of scenes that switch from an American restaurant and a Middle East restaurant. American music can be heard during the scene of the American restaurant, Rick’s Café, while Middle East music can be heard during the scene of the Middle East restaurant, The Blue Parrot Café. Source music is also used in order to introduce...
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...problem here is that MTV had to alter its content while maintaining its image. Another negative to the issue is that there is an anti-American sentiment felt by a large number of the Arabic population. MTV feared that they will lose their liberal and sexually explicit image and would not be able to integrate within the market. With such a big gap in cultures, they had to make the decision of whether or not they would change. In the Middle East, there are many different music channels and it would be a highly competitive market to enter considering MTV already had the cultural barrier issue. Because of all the restrictions, MTV had to edit their contents and get a local editor to adjust their shows and be respectful to the culture but still maintaining the brand and image. Even though they were in a very competitive market, MTV never considered themselves the underdog and marketed their brand as being unique. MTV claimed to be “the only channel to offer a global platform to export the musical talent of the local youth.” Their goal was to not only be a music channel, but also a platform where the Arab youth could express themselves and advertise their musical talents; this is good because it will get integrated in the culture. With all of that, MTV still wanted to have...
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...MTV Networks: The Arabian Challenge Introduction The MTV Network (Music Television) is a global brand which introduced the concept of a cable music channel. It was launched in America in 1981 and quickly its popularity spread to other similar channels across the world. Over the years MTV developed a reputation for providing programmes with a localized content without diluting down what MTV stood for. MTV using its open western culture and sometimes controversial content was known to air sexually explicit and provocative programmes to a youthful audience. The Middle East is highly individual and religiously and politically sensitive region with no fewer than 35 Arabic regional dialects. However with a cash rich oil industry and a population of some 120 million people under 25, it is no wonder MTV joined forces with Arabia Media Group (largest media group in UAE) to launch the Arabic version of MTV in November 2007. As a free to air music television channel, it was launched and rebranded as MTV Middle East. MTV Arabia shows Arabic music videos and locally produced programmes as well as popular US programmes such as the “The Hills” and “Jackass.” There are approx. 370 other free to air channels in the region. The market is reported to be worth 2.5bn to 3bn US dollars and is growing at a rate of approximately 30%. Another important factor is that there is no established TV rating system which means advertisement slots are being sold against shows that the ruling families...
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...hip-hop explicit music culture. They like to keep up with the new “it”, change constantly with their different form of entertainments (TV shows, music, etc.), and even provocative at times. It is expected to pose a challenge to MTV because they would want to stick to what they are known for as a company but at the same time, meet and please the people in the Middle East without disrespecting the local culture. There is also pressure on the company to act as a cultural unifying force in a region known for its political tensions. As MTV networks launched MTV Arabia to expand the international music brand into a new region of Arabs, to have market globally, this is a challenge for MTVN as they have to apply their western based TV program into a culture that they have never faced before. To avoid cultural difference MTV Arabia effectively designed a localized version of international programs. The company figured out the way to balance the local programs without letting MTV brand name to be dissolved. MTV expanded their business in 179 countries and succeeded in globalizing their brand with 1.5 billion audiences globally. In U.S alone it reached 87.6 billion homes. The target of MTV was youth and they did survey to obtain information. The launch of 60th channel of MTV is to correct the misconception of the region. It operates 130 channels in over 25 languages. MTVI seek Arab Media Group and Arabian Television Network (ATN) as partners to enter into the Middle East and use licensing...
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...umbrella term used for the various dance forms which includes isolation of different parts of the body. It is characterized by its intricate hip, hand and chest movements, though it incorporates many techniques, from many different parts of the Middle East; Egypt, Lebanon, Turkey, Saudi Arabia, Iran, Iraq, and Morocco to name a few. Each country has its own style. Many experts say belly dancing is the oldest form of dance, having roots in all ancient cultures from the orient to India to the mid-East. Probably the greatest misconception about belly dancing is that it is intended to entertain men. Throughout history, this ritualized expression has usually been performed by women for other women, generally during fertility rites or parties preparing a young woman for marriage. In most cases, the presence of men is not permitted. The term 'belly dance' is said to come from the French 'danse du ventre' - dance of the stomach - a phrase coined at the turn of the century after the introduction of Raqs Sharqi (pronounced Roks Sharkee) at the Chicago Exposition or World Fair in 1893. The promoter of the Egyptian music and dance group at the Exposition became concerned because nobody was interested in seeing the dancing show (prejudice against middle eastern people). It occurred to the promoter to rename the performers Bellydancing. The name of the dancer’s who was dancing was Little Egypt. Thus renamed, the dance created a controversy that became a media sensation. Lines gathered around...
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...region has in some parts the same religious, politics and ethical views and some are totally different Some people would say that it is known for reacting, and some think over reacting nega- tively to controversial content. For example, within the Arab’s there are three types of religions, Judaism, Islam and Christianity; so these make some things acceptable in some countries and in others not. Furthermore the Middle East offered a huge population of youth with a rich and diverse culture. And exactly these young people can be seen as the target group of MTV. But you also have to be aware in which parts of the Arabian world you are, because religion, for example, is one of the most important aspects on Arabs’ lifestyle, and has something to do in almost every decision Arabs’ take. Not only political leaders are very influenced by religion on their decisions and those are examples that society view as a model. One of the most crucial facts at MTV decision on entering the Middle East market, was the fact the 65% of the Arab population is younger than 25 years old. MTV as a big Music television channel has to think about these problems, which probably can exist: * Different language...
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...Case Study MTV Arabia Challenges and Strategies Case Study MTV Arabia Challenges and Strategies MTV network or music television is a worldwide brand which produce music channels and different programs, Located in America in New York States. Lunched on August, 1981 the channel was about playing music videos along with music news, interview and promotion 24 hours a day and 7 days a week. MTV's demographic targets were young adults and teenagers. MTV network start to expand their work by adding new programs such as reality programs, animated programs, rebroadcast programs……ext. And also they expand their network outside America by lunching multiple native languages of MTV channels to countries around the world by providing programs with localized contents, for example MTV has channels in Europe, Asia, Africa, Australia and Middle east or MTV Arabia, which is a shared project between Arabian television network located in United Arab Emirates which is a part of Arab Media Group the largest media group in UAE and MTV network. The channel was launched on November 17.2007. The channel plans to be a stage for young Arab adults, revealing their ideas and opinions to be a factor in future programming.[1] MTV faced challenges while lunching MTV Arabia, one of the biggest challenges was the predominate culture in Arab countries, because MTV is knowing of using it is open western culture and sometimes contents were known to air sexual explicit and annoying or...
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