This 7 page paper looks at the Viacom investment to set up MTV Arabia. The influences on the setting up of this new channel are examined, including cultural influences and the use of a localization strategy; this is followed by a SWOT analysis looking at the strengths, weaknesses, opportunities and threats. The bibliography cites 4 sources.
Name of Research Paper File: TS14_TEmtvarabia.rtf
Unformatted Sample Text from the Research Paper:
but also edgy new move, with the introduction of a new channel that seeks to differentiate itself from others. When looking at MTC Arabia it appears that the mission is
to provide an up to date channel that attracts the young audience of the under 25 year olds, which make up two thirds of the population (Capell, 2007).
When analyzing MTV Arabia there can be consideration given to this as a business like any other, but the output is a service. As the channel is free to air
the revenues will be gained from advertising, to gain the advertising revenues, either direct through showing of advertisements between programs, or indirect with the use of sponsorship agreements, the channel
needs to be able to attract a sizable audience, and understand that audience so that they can be profiled in order to give advertisers the profile for their marketing and
attract the firms that want to reach that audience (Hooley et al, 2004). The channels mission appears to be one that aims to meet the needs and desires
of the younger target audience, by providing programming that they want, but which is not available. MTV Arabia is following what is known as a localization strategy, despite the fact
that the channel is able to expand into the Middle East as a result of globalization. There are many examples of globalization
seen in the Middle East, companies such as Coca-Cola and Starbucks are seen widely and many global or US labels are seen. There may be unpopularity at the US administration
for the policies, but the consumers n the market appear to separate the politics from the commercial aspects of many US firms, where there is a high demand for US