MTV continues its localization strategy, this time with MTV Arabia. The channel started broadcasting this weekend. “The region is attractive because it’s awash in petrodollars and two-thirds of the population is under 25.” according to BusinessWeek, adding “Middle Eastern youth may not agree with U.S. politics, but they can’t get enough of Western music and fashion.”
This is bound to be a popular channel, and “the first Arabic youth lifestyle channel will air locally produced programs, as well as international imports such as “Pimp My Ride” and “Cribs” , which should prove popular in the car and property-obsessed Gulf.” However, this move is still bound to face serious geocultural challenges, highlighting regional social and political issues that may not be so “cool”, as pointed out by the Financial Times.
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