What, if anything, do you think MTV should have done differently? What should the company do now?

One area where MTV could have done better is in its content offerings. While the channel did provide a mix of local and international content, some critics felt that it did not go far enough in promoting local talent. One of the things that MTV could have done differently is to invest more in creating original local content that resonates with the audience’s cultural values. This would have helped the company build a stronger brand image and compete more effectively with local media companies.

Another area where MTV could have done better is in its marketing strategy. The channel struggled initially to attract a large audience, which could be attributed to a lack of effective marketing. MTV could have invested more in promoting the channel and its content to the audience, particularly through social media and other digital channels.

Moving forward, MTV should continue to focus on offering a mix of local and international content while also investing in creating original local content. The channel should also explore new revenue streams, such as live events and merchandise, to diversify its income sources. Additionally, MTV should continue to build its brand image in the region by collaborating with local artists and celebrities and by engaging with the audience through social media and other digital platforms. The company should also prioritize building relationships with local media companies and regulators to ensure compliance with local regulations and avoid offending the audience.

Conclusion: MTV Networks the Arabian Challenge Case Analysis

MTV Networks’ launch of MTV Arabia in the Middle East posed several challenges due to the cultural differences between the region and the West. The prevalent culture in the region, which is heavily influenced by Islamic beliefs, posed a significant challenge for the company. The company’s strategy of partnering with local media companies and offering a mix of local and international content was a smart move, but it faced criticism for not producing enough original local content. While MTV has had some success in the region, it has struggled to compete with local media companies that have a better understanding of the audience’s preferences. Moving forward, MTV should continue to focus on creating content that resonates with the audience’s cultural values and building relationships with local media companies and regulators to ensure compliance with local regulations and avoid offending the audience. The company should also consider exploring new revenue streams to diversify its income sources.

References:

Alghamdi, M., & Jaziri, A. (2019). MTV in the Middle East: A cultural struggle. Journal of Business Research, 103, 292-300.