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Presentation On Case Study of MTV

MTV faced significant challenges entering the Middle Eastern market due to its liberal values conflicting with the region's conservative culture. To succeed, MTV adopted a strategy of "Think Globally, Act Locally" by partnering with local broadcasters like Showtime Arabia and Arab Media Group to launch localized versions of its channels in Arabic with culturally sensitive programming. This allowed MTV to introduce its brand while respecting local norms. By engaging in market research and providing a platform for Arabs to voice concerns through music, MTV was able to launch MTV Arabia in 2006 and differentiate itself from other music channels in the region.

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234 views6 pages

Presentation On Case Study of MTV

MTV faced significant challenges entering the Middle Eastern market due to its liberal values conflicting with the region's conservative culture. To succeed, MTV adopted a strategy of "Think Globally, Act Locally" by partnering with local broadcasters like Showtime Arabia and Arab Media Group to launch localized versions of its channels in Arabic with culturally sensitive programming. This allowed MTV to introduce its brand while respecting local norms. By engaging in market research and providing a platform for Arabs to voice concerns through music, MTV was able to launch MTV Arabia in 2006 and differentiate itself from other music channels in the region.

Uploaded by

VikasPathak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MTV Networks:

The Arabian
Challenge
By :- Vikas Kumar Pathak
Introduction
MTV launched in US in1981; bought by Viacom in 1986

Thereafter, in 1987, MTVN launched its first overseas channel in
Europe and this marked the beginning of MTVs global expansion

By the mid-1990s MTVI realized that to become a successful brand
globally, it had to adapt to local conditions. Hence it adopted a
strategy of Think Globally, Act Locally.

After that MTVI became the first international TV network to offer
channels like MTV Australia, MTV Asia, MTV India , MTV China,
MTV Germany, etc. in local languages with localized content.
Problem Faced by MTV to enter middle
east countries
MTV is known in the market for inclining towards airing controversial program

Americas liberal cultural values around the world therefore it will be a challenge
for the brand to enter a religious and conservative market

Significant anti-American sentiment exists in most Arab countries

The biggest challenge faced was to keep the balance between international
quality music and culturally sensitive environment of the region (Global image)

Rules and regulations to operate in Middle East

There are 50 Music Channels operating in Middle East (more competition)

Socially conservative culture of the Middle East was another challenge for MTV
to enter Middle East


Strategies Adopted
To launch in middle east MTVI had an international
strategy of creating joint ventures and contracts with
local channels that is:-

1. They made a deal with Showtime Arabia as part of the
deal Show Time Arabia aired MTV English and
Nickelodeon with subtitles in Arabic, which helped
introducing the American brand in the market with an
already established radio network.

2. After that made ties with local partner (Arab Media
Group) AMG as part of their strategy to entry the Middle
East market

3. Lastly MTV Arabia was launched by the end of year 2006
joint ventured with Arabian Television Network (ATN).







Strategy was to provide the region with a platform where Arabs
can voice their concerns and it would also be an international
music platform targeting huge youth population.

They engage itself in continuous market research to understand
the youth generation of the age of 18 to 24 , which was one of the
characters of MTVs strategy in Middle East.

MTV Arabia market itself in a way to become unifying force
between the Middle Eastern countries with the help of an
international platform for music.

Differentiation strategy to being unique and different from the
existing music channels

MTV-AMG launched Nickelodeon Arabia in 2008, as part of the
strategy to build a portfolio of integrated kids businesses across the
region


CONTD.
CONCLUSION
In my opinion Management should continue to support creative and
commercial autonomy.

More and more English programs with subtitles in the local language

They should not show disrespect to the local culture

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