michelle-policies paper MTV - MTV Networks The Arabian...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
MTV Networks: The Arabian Challenge Business Policies Case 13 By: Michelle Dockery 4/24/12 Executive Summary Purpose In 1986, MTVN launched its first overseas channel in Europe and this marked the beginning of MTV’s global expansion. MTV Arabia was considered by experts as the biggest launch in MTV’s history in terms of potential audience at the beginning. The channel was formally launched on November 17, 2007. MTVa.com, an Arabic and English language website, complemented the channel and provided users with a wide range of online community and interactive elements. Findings Before launching the channel in Arabia, they first performed an extensive survey of the region to understand what people wanted. The channel consisted of a mixed-content strategy which showcased 60 percent international music and 40 percent Arabic music, along with the local version of the channel’s popular international non-music shows. The company also said that the channel could act as a cultural unifying force in a region known for its political tensions. Problem MTV was primarily known for airing controversial material and making a mockery of convention, and it is an American brand. The challenge, therefore, was transforming a notoriously risqué channel into a Middle Eastern channel without stripping MTV’s edge. At the root of Arab culture is a religious, highly masculine, high context, polychromic atmosphere that affects all things from what is done on a daily basis to what is watched in movies and listened to on the radio. Recommendation MTV needs to reshape its cultural appeal and, as it has already done, include a vast majority of strictly Arab shows rather than European or American shows. The channel also needs to match the Arab culture in its personal approach and reach out to the people where they are. The people will not simply flock to the channel. Going to schools and shopping centers to raise awareness is huge. Due to the level of personal focus of the Arab people, MTV will also need to include itself in social programs and focus on social problems.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Background MTV (Music Television) was launched on August 1, 1981, and marked the commencement of the cable TV revolution. It was promoted by a joint venture between Warner Communications and American Express, called Warner Amex Satellite Entertainment Company. The company was renamed MTV Networks (MTNV) in 1984. The television channel aired heavy metal and rap music. The company also launched many sister channels, such as VH-1, Rhythm and Blues, and Nickelodeon. While the sister channels continued playing different types of music, MTV began to branch out in 1990 and began airing non-music, reality shows and cartoon too. The most popular then being, “The Real World” and “Beavis and Butthead.” In 1986 MTVN was acquired by Viacom Inc. and a short year later MTVN launched its first oversees channel in Europe which marked the beginning of MTV’s global expansion. The company adopted a strategy of “Think Globally, Act Locally”,
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern