Looking at Case Study 4 MTV Case Study

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MTV Networks

The following will examine questions that relate to CASE 4: MTV Networks: The Arabian Challenge. The case questions will be considered.

The Arab tradition offers several challenges with respect to MTV's implementation of their strategy. MTV for one is known to have some very provocative and sexually explicit programs. This is an open Western tradition. The Arab society is socially conventional. When a particular area is made up of different countries, then content is modified to suit standards of the locals (Case Study 4 MTV file). It was equally observed that the company had to preserve its core principles and philosophies, and localization following the Arab tradition had the potential to 'water down the brand'. Sentiments targeted against the American culture are equally widespread amid a large segment of populace as a result of issues such as the invasion of Iraq by the United States (U.S.) as well as Israel's support.

MTV would showcase its foreign programs. A number of programs will be abridged to ensure they align with the Middle East's traditional ethos. As a result, the channel will always stand, as much as possible, for preserving the culture without diluting the brand. Entering the Middle East will be characterized by more than 50 home music channels (Case Study 4 MTV Document); so the major concern is what MTV can do to become better than its competitors.

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What will it do better than other channels to bring more viewers? Channels located in places like Rotana or Melody of the region have built something for themselves already. These are also channels that have youths as the main target audience, and they never fail to achieve their target. Therefore MTV has more to do than to merely air the right content - it has to devise several means of keeping the youths captivated, more than any of the other available channels could. MTV cannot fail to succeed in the market. It has everything to do with having what 'reaching the audience' requires. It will provide the much needed entertainment, and still be able to promote the talents of the Arab youth.

For AMG to grow beyond being just a media powerhouse, to becoming a media player to watch on the global stage, it must prove it has what it takes to match the reputable MTV brand and match what MTV does everywhere in the world where they are present.….....

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