MTV Networks: The Arabian Challenge

Analysts felt that MTV Arabia was MTVN's most ambitious and challenging venture. The Middle East offered huge growth potential to MTVN given its huge youth populace.

However, according to analysts, MTV's success in the Middle East was contingent upon a tactical balancing between delivery of international quality music and the culturally sensitive environment prevalent in the region.

Some analysts felt that the channel was well equipped to achieve this considering MTVN's extensive experience in the global market and its ability to provide localized content without diluting what MTV stood for.

In this connection, Patrick Samaha (Samaha), General Manager of MTV Arabia, said, "We've created programs that are an Arabic version of MTV programs. It is the first time that programs like this will really reflect the youth culture here, but we've been mindful all the way about respecting the local culture."⁴ According to the company, the launch of MTV Arabia was also expected to act as a culturally unifying force by propelling Arabic Music to the global forefront and vice versa. While launching MTV Arabia, William H. Roedy (Roedy), Vice Chairman for MTV Networks and President of MTVI, said, "Tonight's [November 16, 2007] MTV Arabia launch show celebrates one of the most important landmarks in MTV's 25-year history...