1306 words 6 pagesCase Analysis: MTV Arabic
Music Television or MTV is the pioneer of the concept of a cable music channel. It started in 1981 in United States. This was a mark of the commencement of the cable TV revolution in the history. The primary audience for MTV is those in the 12 to 24 age group. Later on, MTV launched many sister channel, this includes VH1 (video hit one) which shows light popular music, Rhythm and blues which shows R&B, jazz, classics and country music, and lastly Nickelodeon which is the children channel. By 1987 MTVN began its first expansion outside of the United States. The first target for MTV was the European countries. Then they have a further expansion set out to Australia, Latin America and Asia. By …show more content…
A lot of people in Middle have negative feeling with the American people, American culture, religion and most importantly the diplomatic issues. For example, a lot of Arabs dislike the US for their invasion on the Iraqi and their support on Arabs’ arch enemy, Israel. From these events, some Arabs have developed a strong feeling against American culture. There are afraid that American company such as MTV will come into their territory and spread the illness culture and westernize their children. (I’m not trying to be unpatriotic, this is just to give example to some of thought that non-American people are thinking)
Diverse culture within Middle East
The Middle East region is the connecting land among the three continents; these are Europe, Asia and Africa. From its geography, Middle East probably has the most rich and diverse cultures in the world. You have a really conservative Saudi Arabian, liberal Lebanese, modern Israeli and etc. Finding a right balance for the channel for all of these countries will be tough to manage. MTV has to find the right content for the Arabs and find the ways to connect and captivate Arabian youth.
From all this issues preventing MTV to expand successfully into the Middle East market, I believe MTV has to come up with the way to manage this problem while retaining their brand image. MTV has to convince the Arabs that MTV Arabia is the channel supporting