The launching of MTV Arabia is considered as very important step for further development of MTV network, but at the same time special cultural environment of Arabian world poses significant challenge for this company. It is important to define the threats for MTV in order to prevent loose of its market share.
In general Arabian culture may be described as conservative and complex. Islamic religion influences decision-making and lifestyle of people. The following of traditional rules in clothing and behavior is obligatory. Quite complex strategies should be created by Western companies to enter Arabian market successfully. Especially it is important for companies working in the sphere of entertainment such as MTV. The challenges that the Arabian culture poses to this channel are as following.
MTV is an American based channel typical for Western culture with its rather provocative content that is inadmissible for Arabs. Also different Arabian regions have different tastes. And it is hard for company to be always flexible to fit demand of its clients. Furthermore Arabs have rather anti-American sentiments caused by U.S. invasion in Arab.
The only thing the company should have done rather differently is dealing with censorship. MTV accepted all governmental instructions concerning content and so on. But some really popular videos were banned without objective reason and MTV started dispute with government that almost leaded the channel to collapse. Consequently to stay in this market MTV should not initiate such disputes because government has dominant power in influencing foreign companies’ performance. Even if it makes some mistakes it is better not point them out.
In general company strategy proved to be really successful therefore all new steps should be made within the previous strategic context. The program of talented youth support should be continued. And to prevent further cultural confrontations some new integrating shows that establish dialogue between two cultures must be established.
Conclusion
In general MTV network dealt with Arabian challenge quite successfully. It overcame difficulties while entering new market and answered to local demands with honor. Due to effective strategy the company may expect to get benefits in future. Also MTV fulfills an important mission aimed at settling down the conflict between two cultures by promoting common values in music. MTV Arabian proved that these two cultures may beneficially coexist in media space. Consequently MTV Arabian is one of the most important means of bicultural communication despite huge number of threats the channel is exposed to.
References
MTV Looks to Conquer Middle East Market. (2007, November 18). Retrieved from www.aol.in
Will the MTV Brand Change the Middle East? (2003, December 3). Retrieved from www.brandchannel.com
