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Mtv Arabia

In: Business and Management

Submitted By keksaful
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Współczesna rzeczywistość a zwłaszcza proces globalizacji spowodował, że kontakty z przedstawicielami różnych kultur są coraz częstsze. Niektóre z tych kultur mogą byc szokujące lub w całe zmienić nasz światopogląd. Jedną z takich kultur jest kultura arabska.
Środkowy Wschód uważano regionem bardzo skomplikowanym. W społeczeństwie nadal czczone dawne zwyczaje i normy, szczególnie wśród starszego pokolenia. Obyczaje, zachowanie właściwe dla ludzi arabskich mogą przerażać i zaskakiwać i na odwrót. Dlatego podejmując decyzje o rozpoczęciu jakiejkolwiek działalności gospodarczej na tym czy każdym innym terenie trzeba być świadomym rzeczywistych różnic kulturowych, historycznych, sposobu komunikowania się i td. Może to się stać prawdziwym wezwaniem dla predsiębiorców z poza. Poza tym dużo korporacij i firm znalazło na to rozwiązanie. Najlepiej jest ono opisane hasłem „Myśl lokalnie, działaj globalnie”. Dużo znanych przediębiorstw przyjęło ten wyraz jako swoje kredo ( teraz dokładnie nie wiadomo który z nich był pierwszym). Na przykład był on wykorzystany na bill bordach Mc Donalds’u, w reklamie Starbaksu i dużo innych. Hasło te się stało również kluczem do sukcesu dla światowej muzycznej stacji MTV.
MTV jest dostępny dla swoich widzów na każdym kontenencie i w kaźdym przypadku możemy mówić o dobrych wynikach. Zarząd stacji ma bogate doświadczenie a z tego i duża wiedza o tym jak prowadzić swoją działalność na rynku globalnym. To pozwoliło rozpoznać i zaspokoić muzyczne potrzeby społeczności lokalnch w różnych zakątkach Świata. Pomimo tego start MTV Arabia było uważano za największe wezwanie w historii kanalu. MTV jest znaną muzyczną marką, która jest postrzegana jako propaganda amerykańskiego stylu życia i niszczyciel autentyczności kulturowej. Szczególnie ten wizerunek pobudzał niegatywne wrażenia wśród społeczństwa, w którym dominowały konserwatywne nastroje wynikające w znacznym stopniu z powodów religijnych i źle nastroje wobec Stanów wynikające z sytuacji politycznej w tym regionie. Znacznie to utrudniało wejście na rynek arabski. Dlatego odnieść sukces na rynku Środkowego Wschodu stało się możliwe jedynie poprzez przekonanie społeczności arabskiej w протилежному. MTV wchodząc na nowe rynki globalne stosuje strategie lokalności która polega na pełnemu dopasowaniu swoich produktów do gustu odbiorców lokalnych. Oprócz tego ma inną strategie lokalną dla każdego regionu. Ponieważ społeczeństwo arabskie w dużej mierze różni się od ludzi państw bardziej demokratycznych to MTV zamierzało zdobyć zaufanie widzów poprzez stworzenie produktu wyłącznie arabskiego, a mianowiecie poprzez udostępnianie miejscowych materiałów muzycznych, nawiązywanie współpracy z lokalnymi celebrytami i stworzenie programów za uczestnictwem młodzieży arabskiej. Zostały puszczonę take programy jak Hip Hop Na, którego celem było odznalezienia talentów hip hop muzyki wśród arabów lub Arab Idol idużo innych. Pobudzili one duże zainteresowanie wśród widzów ponieważ umożliwiało to upowszechnienie i zapoznania się innych krajów z kulturą arabską. Świat arabski dostał szansę pokazać że też mają talenty z których są dumni. I tak się stało. W 2014 roku Mohammed Assa zwyciężca drugiego sezonu Arab Idol dostał nagrodę EMA 2014.
Również na ekranach telewizorów pojawiały się światowe nagrania muzyczne i międzynarodowe show, jak "Pimp My Ride” czy „My Sweet 16” i in. Wszystkie one zostały dopasowane do arabskiej mentalności. W rezultacie wszystkie te czynniki, jak globalne elementy tak i lokalne, przyczyniły się do tego że MTV Arabia stała się bardziej wyspecylizowaną dla publiczności muzułmańskim Środkowym Wschodzie. Stała się popularną młodzieżową platformą rozrywkową, która przyciągnęła do telewizorów setki tysiąców widzów. Również o sukcesie MTV Arabia swiadczą dane statystyczne. Najlepiej możemy to zauważyć po wzroscie fanów strony MTV Middle East na Facebook’u. Codziennie liczba followerów wsrasta o 51 osobe, cotydzień prawie o 700 i comiesiąc ponad 10 000 osób dołącza się do wielbicieli stacji. (Dla porównania wzrost miesięczny liczby folowerów jest większy o 3 tysięcy odnosnie do MTV Europe). Też możemy zauważyć że stacja jest oglądana nie tylko przez osoby znajdujących się na Środkowym Wschodzie. Ok. 10 % to ludzie z innych państw.
Moim zdaniem MTV poprzez działania na Środkowym Wchodzie dokonało dużego postępu w przekształceniu swojego niegatywnego wizerunku. Swoją kreatywnościa i pomysłami zdobyła popularność, zaufanie i udowodniła że jest przyjazną lokalną marką. Uważam, nastęne kroki które warto zrobić na rzecz dalszegi rozwoju MTV Middle East powinne być związane z eksportem kultury arabskiej na zewnątrz. Stanie się to bardo korzystnym dla społeczności. Istnieje dużo stereotypów o ludności arabskie a MTV, jako środek masowego przekazu, posiada wszystkie narzędzia, żeby zniekształcić niegatywne nastawienie ludzi i pokazać prawdziwe życie zwykłych ludzi ze wschodu. Będzie to szpryjało popularyzacji wiedzy o świecie arabskim, przełamywaniu stereotypów i przybliżenie go społeczeństwu międzynarodowemu. Dobrze byłoby również zapuścić międzynarodowe projekty i programmy z uczestnictwiem przedstawicieli różnych kultur. Udowodnić wszytkim że nieważne skąd jesteś, jakiemu bogu się modlisz, jakie ubranie nosisz bo głównie że jesteś człowiekiem i nie jesteś mniej utalentowany niż inne.

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[ 2 ]. http://www.albawaba.com/entertainment/always-winner-mohammed-assaf-scoops-mtv-ema-best-middle-east-act-scotland-620583
[ 3 ]. http://www.socialbakers.com/facebook-pages/186269244776650-mtv-middle-east/last-month

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