Mtv case study

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Mtv case study

The firm is owned by an American company called Viacom Inc. MTV was launched in in the American market. Initially, the main content aired by the firm was light popular music suited Mtv case study people aged between 18 and 35 years. The firm gradually added more content suited to people of different ages, including children and elders.

Inthe company started expanding into the global market, starting with Europe.

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After achieving significant market growth in the European market, the company expanded its operations into the Middle East in As explained in this paper, the Arab culture is the biggest challenge that MTV Mtv case study when expanding into the Middle East.

Despite this, the selected entry strategy by the company and the strategy of offering mixed content enhanced the ability of the company to successfully penetrate into the Middle East market, although other challenges might limit its overall success.

Although there are a few other religions in the Arabic world, most Arabs follow the Islamic religion. Consequently, most Arabs hold onto strict moral values and norms. People in most of the countries that make up the Arabic world embrace a conservative culture.

The components of the Arabic culture, therefore, have significant variations from the components of the western culture. In the western nations, for instance, matters related to sex can be openly discussed between parents and children.

In the Arabic counties, however, matters related to sex are hardly discussed between parents and children or between adults and young people Reynolds As such, the Arabic culture is conservative while the Western culture is explicit.

Just like in other cultures, the Arabic culture is made up of numerous sub-cultures. For instance, the culture of the people of Saudi Arabia has some differences from the culture of the citizens of the United Arab Emirates and Qatar Reynolds The unique nature of the Arabic culture poses a significant challenge to MTV.

Consequently, much of the content aired by the company is designed to suit the western culture. For instance, the firm has mainly been airing provocative and sexually explicit programs in America and Europe.

Due to the conservative culture that is prevalent in the Arabic nations, most Arabs are likely to perceive such content as being offensive Reynolds Consequently, the Arabs are likely to reject the programs already being aired by MTV in the western nations if they are exported without editing.

In order to editing the content of the programs to suit the Arabic culture, MTV is compelled to add more content to its portfolio that reflects the lifestyle of the Arabs rather than the lifestyle of people in the western nations.

In doing so, the firm make its programs more attractive to the Arabs. Further, MTV is faced with the challenge of coping with the different subcultures existing in the Arab world.

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For instance, not all people in the Arabic region speak Arabic language. The firm is faced with the challenge of translating the content of its programs to the different languages present in the region.

The company partnered with local firms already established in the Middle East. For instance, the company initially established partnership with Arabian Television Network and the Arab Media Group, which were already operating in the Middle East.

MTV is a global production and broadcasting company, and the biggest youth entertainment brand on the planet. Its worldwide network reaches more than half a billion households across TV, mobile or online. Case Study On Mtv Media Essay [Type the document subtitle] Case Study Introduction. This case is about MTVN (Music television network) which wanted to launch its channel in the Middle East. Using the power of our partnership and the scale of a dedicated offshore delivery center, REA was able to transform the largest property portal in the world, to deliver .

There are several reasons why the entry strategy selected by MTV was appropriate and suitable. First, the chances of being rejected by consumers in the Arab countries would reduce as a result of adopting the partnership approach. Most people in the Arabic world have developed negative attitudes towards the US.

Consequently, they might reject U. S companies establishing themselves in the Arabic countries.

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In that consideration, MTV would hardly penetrate successfully into the Arab countries through adopting direct approaches such as establishing subsidiaries. By adopting a partnership approach, the notion about MTV being an American company would reduce. Hence, chances of being accepted would increase.

Second, MTV would evade the regulatory challenges associated with establishment of subsidiaries in the Arabian countries by adopting the partnership approach.

MTVs strategy to offer mixed content in the Arabian countries is also a suitable strategy, although it requires some improvements. After the entry, the company planned to air internationally recognized programmes after editing the content to suit the culture, tastes and preferences of people in the Arabic nations.

The company planned to showcase around 40 percent of the local music and 60 percent of the international music. Adding local content is an effective localization strategy that would enhance the acceptability of the firm and its overall content by people in the Arabian nations.

Showcasing international programmes is a good internationalization strategy that would enable the company to meet the needs of many young people who like them.MTV Networks: A Global Brand Goes Local. MTV Networks has become a symbol of globalization.

A creative design agency in New York specializing in motion graphics, brand strategy, rebranding, TV network design and brand development. An MTV Staying Alive Foundation Grant comes with a small amount of funding, Staying Alive training materials, a small fund to buy technical media equipment, a personal grant manager, as well as training and development. MTV Networks – The Arabian Challenge Case Study Question 1: Experts felt that one of the biggest challenges faces by MTV while launching MTV Arabia was the prevalent culture in the Arab world.

Established in , the United Statesbased TV network has been expanding outside of its North American base since when it opened MTV Europe.1/5(1).

Q1 According to me its not the mere presence across many countries that became a reason for the success of mtv. The factors that led to the success of mtv was 1 the region centric approach 2.

Acquiring the local channels of many countries 3 Apart from localizing the mtv’s efforts to understand the. mtv case study, mtv goes global, mtv localization Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.

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Mtv case study

MTV Networks – The Arabian Challenge Case Study Question 1: Experts felt that one of the biggest challenges faces by MTV while launching MTV Arabia was the prevalent culture in the Arab world.

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