Case Study
MTV Network
A1. Arab culture differentiate from country to another in many ways, as well as they share
many things in common.
Arab countries use Arabic language in speech but with different accents, as well as most
Arabs are Muslims , and the traditions in Arab countries differentiate between countries
,and mainly Arab countries are divided to two sections the western which they are less
strict and close to European culture, less religious than the eastern part.
The eastern part of Arab countries are mostly strict and they still take part of the previous
century, so they still strict with the hijab, abaya and gloves for women dresses, which
mainly would make the MTV confuse about how to go with Arab countries especially
talking about the wide difference between the cultures.
In the other hand Arab culture shares many things among them body contact, kiss on the
chicks while shaking hands, language, religion, Exaggeration in the expression and love of
the power.
So the main challenges that MTV faced in the Middle East:
1. Finding the right partner in Middle east.
2. Strong anti-American sentiment
3. Deferent regions in Arab countries has different local taste
4. The American style of the channel make it hard to be accepted
5. Music videos should be appropriate in order to be accepted
6. Balancing between the international music and the tradition of those countries.
A.2 The middle east market was complex and highly regulated especially for an American
company which MTV was already knew about the by making the research, so for that
