Critically analyze MTV’s strategy in the Middle East. Comment on its entry strategy and also its strategy of providing mixed content to the market. Do you think MTV will be able to succeed in this market?

Entry Strategy:

MTV’s entry strategy into the Middle Eastern market was to partner with local media companies to ensure that it had a deep understanding of the local culture and could navigate the region’s complex social and political dynamics (Kraidy, 2010). The company formed a joint venture with Arabian Television Network (ATN) and Dubai-based investment firm, Arabian Television Entertainment (ATE), to launch MTV Arabia. This partnership allowed MTV to leverage the local expertise of its partners to create a channel that was tailored to the needs of the Arab audience. It also helped MTV overcome the cultural and regulatory barriers that would have made it challenging to enter the market independently.

Content Strategy:

MTV Arabia’s strategy of providing mixed content to the market was also a smart move. The channel offered a blend of local and international content that catered to the diverse tastes of its audience (Rugh, 2008). For example, it aired Arabic music videos, reality shows, and talk shows alongside international music videos and reality shows. This strategy helped MTV Arabia appeal to a broad audience and differentiate itself from its competitors. By offering a blend of local and international content, MTV catered to the diverse tastes of the audience and avoided the risk of alienating them with content that did not resonate with their cultural values. However, the company faced criticism for not producing enough original local content.

MTV’s Success in the Market:

MTV Arabia’s success in the Middle Eastern market has been mixed. The channel struggled initially due to the challenges posed by the region’s culture and censorship laws. However, it has managed to establish a strong presence in the market by offering a mix of local and international content that resonates with the audience. Additionally, MTV Arabia has been able to attract advertising revenue from several high-profile brands, indicating that it has managed to build a strong brand image in the region. While the channel has attracted a significant audience, it has struggled to compete with local media companies that have a better understanding of the audience’s preferences. Additionally, MTV has faced criticism from some quarters for not respecting the region’s cultural norms and for not producing enough original local content.

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