Maria Bejarano

Dr. Blankson
August 24, 2014
International Management
Arabian Challenge


Entering and expanding to new markets will always pose new and diverse issues and
challenges to any entering business and company. Moreover, when the entering companies come
from a completely different background, culture, and beliefs. MTV had to face numerous
challenges when entering the Arabian market taking into account that in the Middle East, this
channel is well-known for the transmission and advertisement of offensive, seditious and
suggestive shows with erotic elements. Moreover, MTV reflects and unifies all the elements of
the contemporary culture of Western Europe and North America. These contents and themes are
in conflict with the beliefs, traditions, and customs hold by the Arabian society. Therefore MTV
not only faced the normal challenges when entering a new market, but also they had to take into
account every element that will affect their channel and what will help them gain acceptance
when entering this Middle East marketplace.
There are frequent existing challenges when entering a new market such us lack of
information about the markets background, language barrier, trends, local laws, legal norms,
wants and needs, beliefs, traditions, etc. Moreover, sometimes there can be a shortage of
innovate and modern ideas. Therefore, not only had MTV to learn how to cope with all these
difficulties, but also they had to find a way to adapt the channel for the Arabian public making
the market accept and be fond of it.
There are several strategizes that MTV could use in order to obtain a large market share
and gain acceptance from new potential viewers. MTVs line of attack of partnering up with
AMG boosted their position in this entering market place. This partnership allowed a simpler
arrival in the Arabian public. It also helped the public to be more familiar with the channel. More
than 60% of the population in South Arabia are teenagers. Therefore, MTV had to adequate in
order to reach this pig percentage of the public.
Scandalous and provoking contents had to be hidden and had to be removed from the
channel. Instead of just bringing the normal Western shows and programs to the Arabian
audience, the channel decided to study, analyze and research from the culture in order to offer a
show or program that will the Arabian young audience while also respecting their beliefs and
traditions. The strategy used by the channel was to spread out and disperse the central
arrangement and so give more power and sovereignty to the native workers.
The general public that was meant was Arabian youth. Teenagers and juveniles would
obtain access to music and TV. However, adjusting every product offered by the channel was
especially hard and demanding. Not only, trends, needs and wants would mold the programs but
also Saudi Arabias laws and regulation would deciding factors when modifying the products.
Besides, MTV had to keep its initial image.
Besides, the constant conflict between Iraq and United States might also have
repercussions in the channels acceptance, growth and adaption, and like in any other market
there was already a big numbers of competitors already working to be accepted in this market
place.
As long with the partnership the broadcast of varied programs and shows help and
stimulate and easier adaption from the Arabian public. Conclusively, MTV was able to come u
with a strategic plan after analyzing and studying the market which helped them to be accepted
by the Saudi Arabian viewers. With the help of these ideas and tools, the channel was able to
overcome rising challenges and has a fast increasing market share in the Middle East region.