MTV Arabia began broadcasting in November, bringing to the region the world’s most popular music television network – with a local twist. The channel is a joint-venture between Viacom, the parent company of MTV Networks International, and the Arabian Televist sion Network of Dubai-based Arab Media Group (AMG). AMG outbid MBC Group last year for Viacom’s MTV license. The contract is reportedly costing AMG $6 million a year, for five years. MTV Arabia is likely to collaborate with local music networks, as AMG executives are already eyeing a deal with the Rotana Group. Rotana has exclusive contracts with leading local artists. “We’ve had a number of meetings with the Rotana Group which have been positive,” says AMG’s CEO Abdullatif Al Sayegh. “I’d be surprised if we didn’t work together in the future.” Partnerships with local networks will be well-placed, given that MTV Arabia has entered a market of over 50 music channels. The channel’s niche may be its plan to serve as more than just a youth lifestyle platform. “We are going to encourage education and look for solutions to problems such as unemployment,” Sayegh says. MTV Arabia will also focus on music genres that local channels have neglected, such as Arabic hip-hop. One-third of the channel’s programming will be a mix of Arabic and international music videos. The rest will feature MTV’s flagship programs, and locally-produced versions of them. By mid-2008, MTV Arabia plans to shift broadcasting from standard MTV
content to “user-generated” content. MTV and AMG announced plans last year to launch Nickelodeon Arabia, a free-to-air Arabic-language version of the popular children’s’ entertainment network. The channel is said to be the first global childrens’ media brand, and is set to launch by year’s end.