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MTV Network: The Arabian Challenge

BBA 340 Case study
by

Dian Yu

on 1 April 2016

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Transcript of MTV Network: The Arabian Challenge

The Arabian Challenge
Natalie Mooy
Alice Coady
Yu Dian
MTVN, a Short History
Launched on 1st, August 1981
Renamed MTV Network
1981
1984
Acquired by Viacom Inc.
1986
Launched its first overseas channel in Europe
1987
"Think Globally, Act Locally" & Massive global expansion
mid-1990s
Catered 1.5 billion potential audience
Operated more then 140 channels across the world
2007
Launched MTV Arabia in partnership with Arabian Television Network
2007
Think Globally, Act Locally?
"Something we decided early on was to not export just one product for the world but to generate a very different experience for our brands depending on the local culture."
"We are not in the business of exporting American culture."
"Anti-American sentiments?"
"Decentralized structure and empower the local stuff?"
MTV bears the image of open Western culture
"As a brand, one would think that MTV is the ultimate example of what the religious, conservative cultures of the Middle East would most revile about Western pop culture."
More then 50 local music Channels operating in the region
Anti-American sentiments take a large proportion of the population
Providing localized music contents without diluting its own brand image.
Entering the cultural sensitive environment in the region with internationalized music
ثقافةCulture...
The 'Arab world'
Family is priority
Hierarchy and Bureaucracy
Religious
Language
Youth bulge
60% international, 40% Arabic
Less "Western" content
Explore music talents of local teenagers
With understanding and respect
Thank you!
Reference
MTV and Arabic Culture, 2010, Shaykh Hamza YuzufOxford University Islamic Society.
MTV Arabia_Saudi Jig, Uploaded on Oct 25, 2007
MTV Arabia Channel Promo, Uploaded on Jul 15, 2008
Arab Countries Youth Population Projection [Chart], in Children and Youth in History, Item #424, http://chnm.gmu.edu/cyh/primary-sources/424 (accessed March 19, 2013).
Mitchell, G, Muslims protest in front of USA Embassy in London, September 14th, 2012
Help Line 786 Weekly Newspaper, No Irap War, accessed March 17, 2013
Juez, J, Arab-Israeli Muslim men protest in front of the US embassy in the Mediterranean coastal city of Tel Aviv on September 13, 2012 against a film mocking Islam, accessed March 19, 2013
Arabic Channels, Bamdata.se, accessed March 17, 2013
MTV Networks logo, Segura-inc.com, accessed March 19, 2013
MTV Arabia logo, naveenjanthraper.blogspot.com, accessed March 19, 2013
10 tips on Arab Culture for successful business in the Middle East, Nettresult, Uploaded August 21, 2010, accessed March 17, 2013
Full transcript