MTV Networks: The Arabian Challenge.
, Case Study
...ARABIAN CHALLENGE MTV, as part of its internationalization strategy, entered the Middle East market in late 2007. This was, perhaps, dictated by falling market share in the US. However, the channel enjoyed tremendous popularity worldwide and, more specifically, the Middle East. The Arab world was of special, strategic importance to MTV in view of its broad geographical expanse of 22 countries which was home to several world religions. A strong economy, it boasted of the world’s largest reserves of oil. A youth explosion of around 42% in the Arab nations, promised a whole, new world of growth. Faced with plateau-like growth prospects in the US and other markets, MTV was forced... ?MTV NETWORKS THE ARABIAN ...