MTV Arabia: The Challenges of Cultural Diversity in Marketing

This report examines the challenges MTV Arabia faces in a culturally diverse environment. It identifies key stakeholders such as viewers, MTV employees, investors, and local cable providers. The primary issue discussed is the conflict between Western cultural content and the conservative values of the Middle East. The report highlights concerns about adapting content to local preferences while maintaining brand authenticity, along with the anti-American sentiment in the region and the competitive landscape of over 50 local music channels. The analysis emphasizes the need for MTV to create content that resonates with the youth demographic while navigating cultural sensitivities to succeed in the market. The report references key literature to support its claims.

Running head: MTV ARABIA
Culturally Diverse Environments
Name of the Student
Name of the University
Author’s Note

1MTV ARABIA
Stakeholder
The key stakeholders would be the viewers and the people working for the organization
(MTV), along with the investors and local cable service providers.
Issues MTV Wrestling With
The biggest issue with MTV was the western propaganda in short picturization of open
western culture shown on the channel such as sexually explicit and provocative programs was
against the socially conservative culture of the Middle Eastern country, acceptance from the
crowed in the region would be key bottleneck (Jazani 2017). The other issue that was being
tussled with was to match and adapt the content to fit the demand of local viewers, as what is
acceptable in Dubai may not liked by people in parts of Saudi Arabia. However, it also give rise
to a new concern, as liquidating the content to make it more localized would make the brand lose
its authenticity (Cole 2015). Anti-American sentiment prevailing in the society in a large section
of the population is also a major concern for the brand. U.S. intervention in the fight between
Iraq and Israel and Invading Iraq left many locals angry. The channel is expected to understand
and respect the local culture and sensitivity around it (Jazani 2017). The market for MTV will be
very stiff as the region already has more than 50 local music channel, familiar with the taste of
the Youth. The Challenge for MTV would be to find the right content which will connect the
brand with the youth and would captivate them. The demographic could be a huge challenge for
the brand to flourish (Cole 2015).

2MTV ARABIA
Reference
Cole, J., 2015. The new Arabs: how the millennial generation is changing the Middle East.
Simon and Schuster.
Jazani, R.S., 2017. 10 Advertising in the Middle East and Western Asia. Global Advertising
Practice in a Borderless World, p.144.