MTV Networks: The Arabian Challenge 1. Question 1 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? First of all, it is impossible to talk about groups of people without generalizing. At this point it must be emphasized that there is not just “one” Arab culture or society. The Arab world is full of rich and diverse communities, groups
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Although being known as a risqué channel since its launch in 1981. MTV developed a reputation for being able to provide localized content wherever it goes. However, 2007 was a great year for a 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
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MTV Networks: The Arabian Challenge 1. Question 1 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? First of all, it is impossible to talk about groups of people without generalizing. At this point it must be emphasized that there is not just “one” Arab culture or society. The Arab world is full of rich and diverse communities, groups
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movies and listened to on the radio. MTV Arabia will experience the following issues with Arab culture: - MTVs own international culture is one that is quite western. Arabs do not simply classify western as American—Western is west of Arabia, including Europe in addition to America. For this reason MTV will need to reshape its cultural appeal and, as it has already done, include a vast majority of strictly Arab shows rather than European or American shows. - MTV Arabia will need to match the Arab
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BSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for
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BSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMR
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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
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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
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Case 4: MTV Networks The Arabian Challenge Since MTV penetrated the Arabian culture, they encountered many challenges. Being an American company, they have much different norms and rules than the Arabic countries do. For that manner, they knew that they had to change and adapt to the Arabic culture. The Arabic culture is very conservative and they do not like for women to show much skin. Arab countries are also very religious and give a lot of importance to their Islamic laws. With all of these
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Case 4: MTV Networks: The Arabian Challenge Case Answers 1) The Arab culture predominant in countries such as those found in the UAE (United Arab Emirates) and Saudi Arabia are known for their religious, political and social conservatism. The Arab culture is one that is heavily instilled with a set of beliefs, values and attitudes that stem from strong religious conviction. This moral framework acts as a guide for the Arab consumer and anything that may seem to be at odds with that framework
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