MTV Networks

Abstract Since 1981, MTV Networks (MTVN) has developed a reputation for its ability to provide localized content without compromising the MTV culture. However, the company faced challenges in late 2007 with its launch of MTV Arabia in the Middle East, making it one of the biggest launches in channel history. While the market in the Middle East offered MTV with lucrative business opportunities, the networks controversial content could potentially backfire in the conservative environment prevalent

ICMR Case Collection Co p y Icfai Center for Management Research MTV Networks: The Arabian Challenge o D . N ot BSTR294 - Teaching Note  2009, Icfai Center for Management Research. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means- electronic or mechanical, without permission. To order copies, call +91-40-2343-0462/63 or write to Icfai Center for Management

MTV Networks: The Arabian Challenge 1. Question 1 Experts felt that one of the biggest challenges faced by MTV while launching MTV Arabia was the prevalent culture in the Arab world. Discuss the Arab culture. How is it expected to pose a challenge to MTV? First of all, it is impossible to talk about groups of people without generalizing. At this point it must be emphasized that there is not just “one” Arab culture or society. The Arab world is full of rich and diverse communities, groups

BSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for

13000069 CRST1 ESSAY – OPTION 1 (MTV) MTV can be defined as “a cable and satellite television channel which broadcasts popular music and promotional music videos.” (oxforddictionaries.com.n.d.). Launched on August 1st 1981, MTV’s programme started out by helping musicians gain exposure through music videos. This helped TV audiences connect with music by new means. As MTV became more recognised, the network branched out by creating new means of entertainment. MTV has remained relevant by continuously

BSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMR

On September 29, 1981, MTV had been in operation for two months, with twenty advertisers and 30% of available commercial time. At this time, the company was owned and operated by the Warner Amex Satellite Entertainment Company.[1] “Youth will be served,” this statement illustrates the foundations on which MTV was established. The company had already been serving the youths of the nation with “Nickelodeon,” hence MTV was created to target the “bigger kids,” the ones with enough discretionary income

G.D.GOENKA WORLD INSTITUTE & LANCASTER UNIVERSITY | MTV: BUILDING BRAND RESONANCE | MARKETING COMMUNICATION & BRAND MANAGEMENT | MODULE CODE: GMSI 585 | 11/19/2010 | | [AN INDIVIDUAL ASSIGNMENT ABOUT MTV’S BRAND EQUITY AND ITS BRAND IMAGE AND DIFFERENT STEPS TAKEN TO BUILD ITS BRAND RESONANCE] | Submitted By: Module Leader: gazal babel Mr. ABHIJIT

decent clothes in front of the other sexes. There cannot have sex until marriage. Their cannot use slang language and there are anti-American. MTV has multiple challenge while doing their television show in Saudi Arabia. One of the problem were the language translation. It did not usually translate properly or reveal a very explicit sexual message. MTV still maintain their Western ties which led to most of their shows being censored. Only forty percent of Arabic teenagers watch this program. The

orientation where we went over general guidelines for interns at Viacom and then we signed some paperwork. Played some icebreaker games and got a crash course in all the entities that Viacom owns such as MTV, MTV2, VH1, Comedy Central, CMT, BET. After I met with JC, one of the research analysts for MTV and I got a tour of where I was working and met fellow employees and met my supervisor Mitchell. I then attended a meeting with the research, programming and creative insight teams where we discussed millennials