The Arab culture is very socially conservative. They stick with their beliefs and live for families and traditions in their culture. MTV, on the other hand, is more a 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 as entry mode. MTVN strategy of “Think Globally, Act Locally” became their tactics in expanding the business overseas. Although MTV faced complaints about their sexually explicit and provocative programs, MTV was still doing their job well in entering into Arab market buy respecting their local culture. Another challenge faced by MTV was the competitors in Arab, which there are already 50 over local channels with local experience of branding themselves in the broadcasting market. MTV applied strategies with auditions for local hip-hop acts and provided the winners to sign contract with recording company. MTV has done extensive research to understand the cultural differences and conduct their strategies properly. The company believes that they will influence the youth with their music, just as what they already did internationally.
Discussing the Arab culture, the main religion is ISLAM and Arabic is major spoken language. The clothing includes Hijab. As many different countries comprising the region, MTVI has to face a challenge to suit local tastes too.
MTV aired shows that were globally successful but gave it an Arabian touch. They did not target a niche; instead they started the COMMON ARAB. The 60% international and 40% Arab combination of shows and music is an ideal mix because not only does it give Arabs the opportunity to view American programs but it also serves as a platform for Arabs to showcase their potential and talents.
MTV in Arabia and the way the firm formed its entry strategy such that the Arabian culture was intact served as a good platform to reduce the political tension between the countries. (Strong anti-American sentiments, due to U.S invasion in Arab)