MTV ArabiaMTV ArabiaCorporate Social ResponsibilityCorporate Social Responsibility

ANK KarinnyCHAPELOTTE Mael

HERNANDEZ Carole NOTZON JohannaSINGH Amardeep

Agenda MTV

MTV Background & MTV Arabia

Corporate Social Responsibility

CSR & Pyramid of responsibilities

Cultural Issues in Arabic countries

Hofstede Analysis & Censorship

Marketing & Ethics

Ethical risks in International Marketing Marketing Mix and Ethical Issues Ethical implications in Marketing

Conclusion - recommendations

Act local – more than normal in Middle EastHIV & climate change awareness campaigns18 years changing “MTV American”141 channels, 32 languages, 160 countriesReflect & respect cultureExperience with Muslins – Indonesia

Proposition for Arabic World: Voice to youth Arabic Music act unifying cultural force across regions Education & look for problem solutions

Source: http://www.mtvplay4climate.eu/ 11/11/2009http://www.mtvswitch.org/en/ 11/11/2009 http://www.staying-alive.org/en/12/11/2009

MTV Background

Launch: November 2007

Owner: Arab Media Group, Dubai

"We do not look at MTV Arabia as just a musical channel; rather, it will be a forum We do not look at MTV Arabia as just a musical channel for youth that reflects all their cultural aspects", Bill Roedy. VC MTV Networks

$50 Million ad market, 200 existing free to air channels

MTV Arabia

http://www.asharq-e.com/news.asp?section=5&id=9667

“Inshallah” you can be one of the winners. Catch all the action only on MTV Arabia…

Calling all wannabe singers, dancers, bands, comedians, rappers and performers!

Akon first came to Dubai back in 2007 for the launch of MTV Arabia, and now he's back to perform

Events by MTV Arabia

Source: http://www.mtva.com/English/InsideMTVa/Pages/Events.aspx

Corporate Social Responsibility (CSR)

Source:http://ec.europa.eu/enterprise/policies/sustainable-business/corporate-social-responsibility/index_en.htm (09/11/2009)

"A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction

with their stakeholders on a voluntary basis.“ (European Commission)

No clear definitionTotality of potential measures to assure the company’s

licence to operate (positive impact on society)Creation of immaterial assets for differentiation in

competition (credibility, trust, reputation)Result of globalisation, IT development, critical public,

economic crisis Issues: child labour, corruption, working conditions,

relocation, …Standards: SA 8000, ISO 14000 standard

Sources:http://wirtschaftslexikon.gabler.de/Definition/corporate-social-responsibility.html (09/11/2009)

http://www.sa-intl.org/index.cfm?fuseaction=Page.viewPage&pageId=617&parentID=473 (09/11/2009)

http://www.iso.org/iso/iso_catalogue/management_standards/iso_9000_iso_14000.htm (09/11/2009)

http://www.sa-intl.org

Corporate Social Responsibility (CSR)

Pyramid of responsibilities

ETHICAL

LEGAL

ECONOMIC

PHILANTROPIC

Maximise its positive impact : launch local talents, contribute to youths to be open mindedMinimise its negative impact : Respect and adapt content to conservative audienceSource:

Titus and Bradford (1996). Reflection on consumers sophistication and its impact on ethical business practice. Journal of consumers affairs, 30/1, pp. 170-195.

Key

PDI      Power Distance IndexIDV      IndividualismMAS   MasculinityUAI     Uncertainty Avoidance Index                                              ‘Arab World’ = Egypt, Iraq, Kuwait, LTO     Long term Orientation                                                          Lebanon, Libya, Saudi Arabia, United                                                                                                              Arab Emirates

Hofstede Analysis

Source: http://www.geert-hofstede.com/hofstede_dimensions.php?culture1=95&culture2=4

TV CensorshipMiddle East: one of the most heavily censored areas in the

world

Low ranking in press freedom indicesCensorship on language and image (news and

entertainment)Governmental control: Minister of InformationAdditional control: e.g. Arab LeagueStrict legislation with threat of penaltySelf-censorship

Common practice in Western world in music videos (e.g. violence)

Sources:http://www.arabmediasociety.com/?article=651 (09/11/2009)

http://www.freemuse.org/sw29678.asp (09/11/2009)

http://www.rsf.org/East-Asia-and-Middle-East-have,11713.html (09/11/2009)

http://www.tbsjournal.com/Archives/Fall00/sakr2.htm (09/11/2009)

http://muse.jhu.edu/journals/harvard_international_journal_of_press_politics/v004/4.3khazen.html (09/11/2009)

Ethical risks in International Marketing USA : fundamental beliefs in social and moral equity, justice and

fairness for all people=> implicated in social responsibility

Sources:Sautter, Elise Truly / Oretskin, Nancy A. (1997).Tobacco Targeting: the Ethical Complexity of Marketing to Minorities. Journal of Business Ethics. Dordrecht, Netherlands. pp. 1011 - 1017.Smith, Craig N. / Cooper-Martin, Elizabeth (1997). Ethics and Targeted Marketing: The Role of Product Harm and Consumer Vulnerability. Journal of Marketing.Birmingham, UK. pp. 1-20.

2,863 people

died

824 million people starving

in the world

The world united against terrorism. It should also

be united against HUNGER.

Ethical risks in International Marketing Risks inherent to market segmentation and differentiated

marketing=> Exclusion, misrepresentation

e.g. : GDP per capita 2008 (source : CIA World Fact book 2008)

Egypt : $ 5,400 (rank = 110) Saudi Arabia : $ 20,700 (rank = 51) UAE : $ 55,200 (rank = 7) Kuwait : $ 55,300 (rank = 6)

Risks inherent to difference of perception of ethics between the consumers and the marketers (Hofstede dimensions)

Source: Cespedes, Frank V. (1993). Ethical Issues in Distribution. In Ethics in Marketing, edited by N. Craig Smith and John A. Quelch. McGraw-Hill. p. 473-490.

Source: CIA World Fact book (2008)

MARKETING MIX ETHICAL ISSUES

Price Via satellite: free-to-air channel Price included in the satellite contract

Place 24-hour channel - broadcast via satellite

• Exclusive distribution via Nilesat and Arabsat• Alternative options : mobile and website

Product

• 60-40 split between music videos and reality programming• 45% of content produced locally – 55% imported from MTV USA

• Ethical and deontological• Competitive advantage : Alternative Arab music

Promotion

• Launch party with famous rappers • Integrated campaign featuring online, print and cinema • Simple outdoor campaign carrying the message “you are MTV“• www.MTVa.com

• Reflect the society in its diversity• Notoriety of MTV Arabia ensured with MTV America• Message reflects content of MTV Arabia : music videos

Marketing Mix and ethical issues

Sources:Sherwin, Adam (2007). Times online – MTV Arabia to feature regional talent and tone down network’s risk content. November 16, 2007.Raper Larenaudie, Sarah (2007). Time – MTV’s Arab Prize-fight. November 02, 2007.

Ethical implications in marketingWhat the company should do

Market survey Decide the level of social responsibility Decide a strategy : Choice segment & position Define the 4 Ps respecting CSR

The possible barriers

Local culture vs. American company Understanding Ethics, CSR Culture issues Low data available for Arabic World Law/ Censorship Common sense

ConclusionRecommendations

Always work with a local agent

Define a clear CSR strategy for MTV Arabia

Make a survey to evaluate the perception of MTV Arabia programs in Egypt Potentially develop programs more adapted to Egyptian audience

Insist on ecological concerns (avoid incoherence in communication)

References

Questions ???

Thank you for your attention !