Author: Purkayastha, D.
Source: ICMR Center for Management Research
Number of pages: 14
Music Television Networks (MTVN) had developed over the years a reputation for its ability to provide localized content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel's history. While the market in the Middle East offered MTVN huge opportunities due to its huge youth populace, MTV's controversial content that was known for angering religious, political, and conservative communities, could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV's global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel. The case will help students to: (1) understand the issues and challenges in entering and expanding operations in new markets which were culturally different from the organizations home / traditional / existing markets; (2) understand the pros and cons of entering a new market with a standardized / adapted product to suit local preferences; and (3) analyze MTVN's strategy in the Middle East, identify challenges and explore strategies that the channel could adopt in the future. This case is meant for students of the MBA / MS level programs in the business strategy curriculum. The case is also suitable for the international business / international marketing / brand management curriculum. The teaching note includes the abstract, teaching objectives and target audience, assignment questions, feedback of case discussion, and suggested readings and references. It does not contain an analysis of the case.