American music channel MTV has launched an Arabic service, beaming into 36 million households.
MTV Arabia will screen Arab music videos, talent shows and American programs such as Pimp My Ride and Punk'd, but adapted for Arab audiences.
"We will respect our audience's culture and upbringing without diluting the essence of MTV," Bhavneet Singh of MTV Networks International told The Times newspaper.
MTV is trying to grab an audience that already has access to more than 50 music channels, but the effort could reap huge results — two-thirds of the Arab world is younger than 30 with lots of spare cash and a rabid interest in Western pop culture.
Singh points out the lyrical themes of Arab hip-hop are similar to the rest of the world, saying many songs feature complaints about parental dominance as well as the familiar theme of hanging out at the mall.
Singh says local stars will present MTV Arabia shows, adding he hopes the new channel will become a place where stereotypes are broken and new musical stars can break out.
He also doesn't believe MTV Arabia will suffer from being labelled an American cultural export.
"We asked our focus group where they thought MTV came from. The most popular answers were Europe and India. It is not perceived as an American brand."
Website and cellphone material meant to complement MTV Arabia are also planned for rollout.
Parent company Viacom is watching the channel's growth closely as it hatches plans to present an Arab version of its children's channel Nickelodeon.
