MTV Network - Case Study Example

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MTV Network

MTV’s strategy in the Middle East is mostly based on the population, which comprises a large portion of teens whom it was targeting. The company saw the large population as an opportunity despite acknowledging that the challenges would be immense. MTV saw that the Middle East was an opportunity for expansion with respect to an audience of 190 million people that was unexploited. In addition, the company had undertaken adequate market research on the Middle East market and found out that there were no other channels providing similar content as MTV does with regard to international content. In the quest to fit in, MTV decided that it would produce 45% of the Arabia’s content locally to ensure that it met the standards of the conservative society. This would include a variety of programming ranging from music videos and reality shows to documentaries. Broadcasting 45% of local content would be a strategy that would help in unifying the area, which is known for constant political tensions. To beat the competition, MTV strategized a way of enabling the youths to voice their concerns and advertise their talents. In addition, usage of the Internet to allow people to access the channel anytime and anyhow they wish was also a good strategy that MTV devised to help in dealing with the competition of approximately 50 other local channels. The entire strategy is good and could work in this environment but with caution. This implies that the company should be very cautious on the content that it broadcasts. ...Show more

Summary

The author of the case study "MTV Network" investigates the business issues of MTV. It is mentioned here that when venturing into an unfamiliar market, the venturing business must undertake thorough market research concerning the target market…
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