Introduction
MTV (Music Television) is one of the world’s most popular cable music TV channels. The network of MTV sister channels embraces a broad range of music styles, ranging from heavy metal and rap music to country and jazz. Over the period from its launching in 1981 to the mid-1990s the MTV has continuously evolved as a highly successful music, entertainment and cultural project. Expanding to Arab market was a strategically important step for MTV due to the size of the market (22 countries), its demographics (considerable number of young people), as well as the lack of ‘windows’ to ...