Product details

Music Television Networks had developed over the years a reputation for its ability to provide localised content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel's history. While the market in the Middle East offered MTVN huge opportunities due to its huge youth populace, MTV's controversial content that was known for angering religious, political, and conservative communities, could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localisation to suit the tastes of the region could dilute MTV's global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel.