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Experts felt that one of the biggest challenges faced by MTV while launching MTV Arabia was the prevalent culture in the Arab world. Discuss the Arab culture. How is it expected to pose a challenge to MTV?
Many people consider the Arab culture as a culture that overreacts negatively against controversial content. The Middle East provided an immense population of young people with a diverse and rich culture. In an attempt to embrace the strategy of “Think Globally, Act Locally,” the executives of Music Television (MTV) networks made it a point, to understand about the cultures and create shows that relate to the cultures. In order to accomplish this goal, the channel embraced a decentralized structure and gave creative and commercial autonomy to the local staff. Experts considered this venture as one of the biggest launches in the history of MTV because of the potential audience. MTV expected to offer a culturally unifying agent within a region in which political tensions have been common in order to redress some misconceptions of the region and lessen tensions. The challenges MTV expected to face, included the reputation of MTV to air sexually explicit images and programs in direct contrast of the Middle East culture that is socially conservative. It was challenging to adjust the content to be suitable for each region in Saudi Arabia. MTV also had to be extremely careful not to lose the vision of their brand while trying to conform to localization (Aaker & McLoughlin, 2010).
Critically analyze MTV's strategy in the Middle East. Comment on its entry strategy of providing mixed content to the market. Do you think MTV will succeed in this market?
MTV’s strategy in the Middle East underwent intelligent execution and, therefore, it was extremely smart. MTV conducted a research on the Middle East culture, whose findings were significant in developing a strategy for the process of negotiation. MTV established a strong relationship with the Middle East through music, communicating information concerning the network, persuading the people of the Middle East to cast out possible unwillingness they previously had with regard to the acceptance of the network, and reaching an agreement with the Middle East regions that did not compromise its vision (Roedy & Fisher, 2011).
MTV isolated themselves from other channels by offering the Arab youth with a forum to discuss local issues and advertise local talent. MTV’s entry strategy of providing mixed content to the market allowed Arabs to access shows in English with Arabic subtitles. This project will be extremely successful in exposing the Middle East youths to MTV. It will also prove to be a moneymaking venture because of various avenues of exposure available in the contemporary society, such as mobile and broadband devices (Roedy & Fisher, 2011).