Petrodollars and a booming under-25 audience in the Middle East…of course MTV Networks is interested!
MTV Arabia is the biggest test to date of the network’s two-decade-old localization strategy. MTV’s flagship music channel has seen its American TV ratings slip and has struggled online. Management believes the biggest growth will come overseas, and the network now pumps out a blend of international and local tunes from Russia to Indonesia to Pakistan. That has helped MTV and sister operations, such as VH1 and Nickelodeon, reach 508 million households in 161 countries. “This isn’t going to be MTV U.S.,” Bill Roedy, vice-chairman of MTV Networks, says of the latest offering. “It is Arabic MTV made by Arabs for Arabs.”