MTV Networks: The Arabian Challenge

            
 
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Case Details:

Case Code : BSTR294
Case Length : 14 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Available
Organization : MTV Networks
Industry : Media & Entertainment
Countries : Middle East

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MTV Networks: The Arabian Challenge has been published in Strategic Management Formulation, Implementation, & Control, 12e by Pearce & Robinson, McGraw-Hill / Irwin
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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A Litmus Test for MTV's Localization Strategy Contd...

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.

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

To ensure that its programs won over the hearts of the Arabs and adhered to the local taste and culture without diluting MTV's global brand, MTV Arabia designed a much localized Arabic version of its international music and reality shows.

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...

Excerpts >>


4] Jolanta Chudy, "MTV's Arab Net Thinking Locally,"www.hollywoodreporter.com, November 6, 2007.


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