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  • Challenges (Lorenz) - COMPETITIVE AND CULTURAL

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    Lorenz Joe
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    MTV faced both competitive and cultural challenges when entering the Middle Eastern market. Competitively, there were already over 50 local music channels present. Culturally, MTV had to navigate Western imagery in conservative cultures, and address sentiments against the US, while also localizing content for different countries in the region. MTV conducted extensive market research to develop a mixed content strategy and brand positioning to connect with Arab youth within these challenges.

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    TEXT MTV

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    MTV faced both competitive and cultural challenges when entering the Middle Eastern market. Competitively, there were already over 50 local music channels present. Culturally, MTV had to navigate Western imagery in conservative cultures, and address sentiments against the US, while also localizing content for different countries in the region. MTV conducted extensive market research to develop a mixed content strategy and brand positioning to connect with Arab youth within these challenges.

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    16 views2 pages

    Challenges (Lorenz) - COMPETITIVE AND CULTURAL

    Uploaded by

    Lorenz Joe
    MTV faced both competitive and cultural challenges when entering the Middle Eastern market. Competitively, there were already over 50 local music channels present. Culturally, MTV had to navigate Western imagery in conservative cultures, and address sentiments against the US, while also localizing content for different countries in the region. MTV conducted extensive market research to develop a mixed content strategy and brand positioning to connect with Arab youth within these challenges.

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    © All Rights Reserved
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    Challenges (Lorenz) COMPETITIVE AND CULTURAL

    Competitive environment

    o 50 local music channels already present

    Presented themselves as unique international brand

    o First saturated market they enter (already over 50 local music


    channels)

    Connect and captivate the arab youth

    Added arab category to european music awards

    Advertise local music talent worldwide

    First free-to-air channel with focus on youth

    very diverse market ( from Egypt, United Arab Emirates etc.)

    52:40 1:09

    Cultural differences

    extensive market research

    o western image vs. conservative culture

    market research + mixed content strategy (60% international,


    40% local)

    o localization vs globalization

    VIDEO ON MTV MIDDLE EAST

    o Sentiments against the US

    Most people thought MTV to be a European or Indian brand

    VIDEO SHOW HOW MTV TRIED TO

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