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Case 4
MTV NETWORKS: THE ARABIAN CHALLENGE
A litmus test for mtv’s localization strategy
Launches in 2007 as part of its global expansion strategy
Its prescence would 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 conducted an extensive survey of the refion to understand what people wanted. It targeted people from 18-24 years old.
Elderly and figures of authority to assure them that they were there to entertain people within the limits of Arab Traditions and had no intention of showing disrespect to the local culture.
Targeting normal Arabs “appeal the mass”
4. MTV ENTERS THE MIDDLE EAST
Considered the biggest launch in MTVI’S history in terms of potential audience at launch
Also provided users with an online community
60% intentational music, 40% Arabic Music

5. RATIONALE BEHIND THE VENTURE
Opportunity to cater to a 190 million audience
Watch MTV on mobile, broadband, and television.
The existence of various communication media with mass reach was expected to act as a catalyst in augmenting the channel’s penetration rate in the Arabic region.

KEY CHALLENGES AND SUCCESS STRATEGY
Airing sexually explicit progrmmes. (open western culture) contrary to the socuall conservative culture of the Middle East.
Too much localization could dilute its brand
Strong Anti-American sentiments prevalent among a large section of the population.
“Culturally sensitive editors going through content of the programming”
Respect the local culture without diluting its brand
Competition for MTV in Arabia Rotana Melody
Whats happening around the world
Youth involvement
Export Arabic music and culture to the international stage.

Feature more local content in comparison to other localized MTV ventures.

THE ROAD AHEAD
Encourage education and look for solutions to problems such as unemployment.

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