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Mtv Networks

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Case 4: MTV Networks
The Arabian Challenge Since MTV penetrated the Arabian culture, they encountered many challenges. Being an American company, they have much different norms and rules than the Arabic countries do. For that manner, they knew that they had to change and adapt to the Arabic culture. The Arabic culture is very conservative and they do not like for women to show much skin. Arab countries are also very religious and give a lot of importance to their Islamic laws. With all of these restrictions, MTV had to alter their shows to be able to get accepted within the new culture. The real problem here is that MTV had to alter its content while maintaining its image. Another negative to the issue is that there is an anti-American sentiment felt by a large number of the Arabic population. MTV feared that they will lose their liberal and sexually explicit image and would not be able to integrate within the market. With such a big gap in cultures, they had to make the decision of whether or not they would change. In the Middle East, there are many different music channels and it would be a highly competitive market to enter considering MTV already had the cultural barrier issue.
Because of all the restrictions, MTV had to edit their contents and get a local editor to adjust their shows and be respectful to the culture but still maintaining the brand and image. Even though they were in a very competitive market, MTV never considered themselves the underdog and marketed their brand as being unique. MTV claimed to be “the only channel to offer a global platform to export the musical talent of the local youth.” Their goal was to not only be a music channel, but also a platform where the Arab youth could express themselves and advertise their musical talents; this is good because it will get integrated in the culture. With all of that, MTV still wanted to have…...

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