1. 1. Presented to: Quinnipiac University, MSOL Program OL 615 Presented by: The Fabulous Five Phyllis Fusco Sheila Kinscherf Kellyann Parry Patricia Perugini Gustavo Velez
2. 2. Phyllis Fusco Sheila Kinscherf Kellyann Parry Patricia Perugini Gustavo Velez
3. 3. 1. History of MTV 2. The Arab Culture 3. Challenges to Arab Culture 4. MTVs Strategy in the Middle East 5. Conclusions 6. References
4. 4. August 1st 1981 Warner Amex Satellite Entertainment Co. launches MTV Music Video Channel 1984 Company Renamed MTV Networks 1986 MTVN Acquired by Viacom 1987 MTVI International Arm of MTV Created with Launch of Channel in Europe 1995 MTVI adopted the global strategy of Think Globally, Act Locally
5. 5. 2006- MTV launches MTV Arabia 2007-MTV enters Arabian market November 17, 2007 - MTV Networks launches MTV Arabia via a joint venture 2008 - Nickelodeon Arabia launched August 30th 2011 - MTV Arabia was rebranded as MTV Middle East
6. 6. The Arab culture is complex, there are 22 countries recognized by the League of Arab States. Arab history and culture is based on tribalism. Arabic countries are diverse; religion is a major influence on the culture. Islamic Law: based on religious beliefs
7. 7. Attitude about time. Be patient. Arabs are considered a High Context Culture. Ethnocentric Approach versus Ethical Approach. The Family is the central most important component of Arab culture and is male dominated.
8. 8. The Arab culture is challenging and can be perceived as impenetrable. Arabs do business with people not companies. Approach to time. MTV promise to create Arab versions of MTV programming.
9. 9. MTVs Strategy in the Middle East. Entry Strategy. Strategy of Providing Mixed Content to the Market.
10. 10. Even though there are many positive advantages to MTV being introduced to the Arab world. There may be some negatives, as well, such as the Westernization of programming. What are your thoughts about this outcome? Is Westernization of Arab culture a good thing, bad thing, or a little of both? http://www.youtube.com/embed/rYPQL6erCE4
11. 11. ADC. Lesson Plan: Arab Culture and Society. ADC. Retrieved on September 26, 2012, from http://www.adc.org/education/lesson-plan-arab-culture-and-society/ Arab-League-flag.gif. (n.d.). Retrieved on October 1, 2012, from http://www.google.com/imgres Bloomberg Businessweek, (2007, October, 21). Online Extra: MTV Presses Play in the Middle East. Bloomberg Businessweek Magazine Retrieved September 22, 2012, from http://www.businessweek.com/stories/2007-10-21/online-extra-mtv-presses-play- in-the-middle-east Briney, A. (2011, January 30). List of Arab States. About.com Geography. Retrieved on October 1, 2012 from http://geography.about.com/od/lists/a/arab-countries.htm Burns, G. (n.d.) Music Television.MBC. Retrieved September 29, 2012, from http://www.museum.tv/eotvsection.php?entrycode=musictelevis Deresky, H. (2011). International Management: Managing Across Borders and Cultures, Text, and Cases.(7th ed ). Upper Saddle River, New Jersey: Prentice Hall Editor. (2006, December 27). Arabian Television Network partners with MTV to launch MTV Arabiya. Media ME.com. Retrieved on September 26, 2012, from http://mediame.com/news/product_launch/arabian_television_network_partners_with_ mtv_to_launch_mtv_arabiya
12. 12. El Baltaji, D. (2008, Spring). I want my MTV. Arab Media and Society, Issue 5. Retrieved from http://www.arabmediasociety.com/index.php?article=682&p=0 Fattah, K. (2011, October 26). Tribes and Tribalism in the Arab Spring. Cemmis Centre for Mediterranean, Middle East and Islamic Studies. Retrieved on October 1, 2012 from http://cemmis.edu.gr/index.php?option=com_content&view=article&id=280:tribe Global License! (2007, November 6). MTVS Arabic Channel Set to Go Live. Retrieved on October 3, 2012 from http://www.licensemag.com/licensemag/article/articleDetail.jsp?id=470147 Hampp, A. (2008, September 23). MTV Networks Commits to Social-Networking Platform Flux, Acquires Remainder of Stake in Social Project. AD Age Media news. Retrieved on September 25, 2012, from http://adage.com/article/media/mtv-networks-commits-social- networking-platform-flux/131186/ Itzkoff, D. (2010, June 2). Saudis on MTV May Face Charges. The New York Times. Retrieved on September 26, 2012, from http://www.nytimes.com/2010/06/02/arts/television/02arts-002.html Learmonth, M. (2006, December 27). MTV Maps Mideast Move Network will broadcast music videos, locally produced shows. Variety. Retrieved on September 26, 2012, from http://www.variety.com/article/VR1117956350 MTV. Com. (2012). Retrieved on September 22, 2012, from http://en.mtvme.net/ MTV.in.com. (2012). About us. Retrieved on September 25, 2012, from http://mtv.in.com/aboutus.html MTV Middle East. Retrieved September 29, 2012, from http://winx.name/?w=MTV_Middle_East
13. 13. Office of the Deputy Chief of Staff for Intelligence. (2006), January). ARAB CULTURAL AWARENESS: 58 FACTSHEETS. Retrieved September 22, 2012, from http://www.fas.org/irp/agency/army/arabculture.pdf Overdrive. (2012, October 2). Raring To Go. Overdrive. Retrieved on September 25, 2012, from http://overdrive.in/details/1456/Raring-To-Go PrMC. (2012, March 12). Brand History: MTV. PrMC. Retrieved on September 26, 2012, from http://prmarketingcommunication.com/2012/03/02/brand-history-mtv/ Rahimi, S. (2008, March 24). MTV Networks eyes childrens market in the Middle East. Emirates 24/7 News. Retrieved September 29, 2012, from http://www.emirates247.com/eb247/news/mtv-networks-eyes-children-s-market-in-the-middle- east-2008-03-24-1.215594 Rusch, R. (2004, July 26). MTV Networks Internationally. Brand channel. Retrieved on September 26, 2012, from http://www.brandchannel.com/features_effect.asp?pf_id=221 TeachMiseast.org. (2012). Introduction. Retrieved on September 26, 2012, from http://acc.teachmideast.org/ The New York Times. (2007, November 19). MTV Heads to the Middle East. The New York Times. Retrieved on September 26, 2012, from http://www.nytimes.com/2007/11/19/arts/television/19arts-MTVHEADSTOTH_BRF.html?_r=0 TVholidays. (2012, June 4). Nickelodeon Arabia idents 2010. Retrieved on September 26, 2012, from http://www.youtube.com/watch?v=rYPQL6erCE4 Viacom.com. (2012). Retrieved September 22, 2012, from http://www.viacom.com/aboutviacom/Pages/history.aspx
14. 14. Zrodlo MTV. (2007, November 5). MTVs Arabic Free-To-Air Satellite Channel To Become The Regions First Entertainment And Lifestyle Platform Dedicated To Youth. MTV. Retrieved on September 26, 2012, from http://www.mtv.pl/news/MTV-Arabia-To-8220-Hip-Hop-8221-Across- The-Middle-East-on-November-17-1469299/