Mtv Arabian Challenge

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BSTR/294 ICMR Center for Management Research

MTV Networks: The Arabian Challenge
This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.

For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means.

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MTV Networks: The Arabian Challenge
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While launching MTV Arabia, William H. Roedy (Roedy), Vice Chairman for MTV Networks and President of MTVI, said, “Tonight‟s [November 16, 2007] MTV Arabia launch show celebrates one of the most important landmarks in MTV‟s 25-year history. MTV Arabia will reach the largest potential audience of any MTV channel outside the United States. MTV is proud to celebrate the voice of the Arab youth and through our global network we can showcase what this rich and diverse culture is all about to new audiences around the world.”5

MTV (short for Music Television), which pioneered the concept of a cable music channel, was launched on August 1, 1981, and marked the commencement of the cable TV revolution. It was promoted by Warner Amex Satellite Entertainment Company, a joint venture between Warner Communications and American Express. In 1984, the company was renamed MTV Networks (MTVN) with its operations confined to the US. At the time of its launch, the MTV channel primarily catered to those in the 12 to 24 age group, airing heavy-metal and rap music. However, over the years, it also launched many sister channels such as VH-1(short for video hits one) which was formed in 1985 to play light popular music; Rhythm and Blues (R&B,

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