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.
Share Tools
FILM REVIEW: Men in Black 3 by Eli Glasner May. 25, 2012 11:40 AM Will Smith and Tommy Lee Jones are back in the action sequel Men in Black 3, a third instalment of a series now 15 years old. Though new addition Josh Brolin manages some amazing mimicry as a younger version of Jones, the story doesn't measure up to the weird and wonderful charms of the original, says film reviewer Eli Glasner.
Top News Headlines
- Teen struck by lightning in Ottawa dies
- The victim of a Friday lightning strike during a storm in east Ottawa has died, CBC News has learned. more »
- 32 Syrian children die in artillery attack, says UN
- More than 90 people have been killed by regime forces in a district of central Syria, with the head of the UN team in the country confirming at least 32 children and 60 adults were killed the attack. more »
- Missing Winnipeg children found in Mexico, organization says
- Two Winnipeg children reported missing and possibly in Mexico have been found alive, according to unofficial reports from an agency that works to find missing people. more »
- Everest team unable to bring down Toronto woman's body
- Bad weather has hampered the recovery team that is attempting to bring down the body of a Toronto woman who died trying to climb Mt. Everest. more »
Latest Arts & Entertainment News Headlines
- Seniors float above Montreal's Quartier Latin
- In Montreal this weekend, an unusual performance series will have seniors indulging in their favourite hobbies, but perched on chairs suspended five metres above the ground. more »
- Modern and traditional art scores at Joyner auction
- Both traditional and modern works fared well at Joyner Waddington's spring art auction in Toronto, with buyers snapping up lots by Group of Seven members as well as more contemporary artists. more »
- Prophetic Cosmopolis premieres at Cannes
- David Cronenberg says he didn't anticipate the Occupy Wall Street movement as he prepared to shoot Cosmopolis, his new film which made its world premiere Friday at the Cannes Film Festival in southern France. more »
- Jennifer Egan's newest story debuts on Twitter
- The latest short story from Pulitzer-winning writer Jennifer Egan is emerging 140 characters at a time via Twitter. more »
Q Blog
Toni Morrison on her two selves May. 25, 2012 5:57 PM Jian speaks with the celebrated African American author and academic about her two conflicting selves, and her new novel, Home.
CBC Books
Talking about war May. 25, 2012 4:57 PM The public conversation around war has always been complex and thorny. How does Canada's military approach differ from that of other countries? Are we a society of peacekeepers or warriors? These are some of the questions that Noah Richler explores in his new book What We Talk About When We Talk About War.
- Pope's butler arrested in Vatican leaks scandal
- Everest team unable to bring down Toronto woman's body
- Aylmer triple stabbing leads to first-degree murder charges
- Tornado touchdown confirmed near Montreal
- Woman's remains found in hockey bag on Cape Breton river
- B.C. premier unhappy with disgraced Mountie's transfer
- Everest victim's husband says family not seeking government help
- The risks and responsibilities of taking on Mt. Everest
- Teen struck by lightning in Ottawa dies
