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Mtv arabs Original Source Link: (May no longer be active)
http://www.cnn.com/2001/SHOWBIZ/TV/11/19/gen.television.mtv.reut/index.htmlhttp://www.cnn.com/2001/SHOWBIZ/TV/11/19/gen.television.mtv.reut/index.html
U.S. wants its MTV to get message out in Arab
world
WASHINGTON (Reuters) --The architects of the government's
post-September 11 propaganda war may well want their MTV on the
frontlines in the Arab world, Variety reports.
Rushing to shift perceptions of the United States in the Islamic world, Washington
and Hollywood are now brainstorming about how the entertainment business might
help convey a wider -- and more positive -- range of perceptions about America.
And no demo is more crucial to the future of Islamic-Western relations than the
15-30 age group. That's where MTV comes in.
The potential to intersperse messages between programming segments -- as with
the "Rock the Vote" campaign, for example -- makes the music cable channel an
obvious vehicle. And a top priority for MTV is to give young people a way to
express their views via local MTV channels around the world, whether through
man-on-the street interviews or interactive shows. Such efforts were under way
before the attacks, but the events of September 11 brought a new sense of urgency.
MTV already has held a videoconference with its worldwide staff to discuss what
initiatives it may take. Recently, it launched a global pen-pal service, encouraging a
discussion of world events. One idea now being considered is to include
programming that would specifically encourage dialogue between MTV viewers in
U.S. and those in Middle Eastern and other predominately Muslim markets.
MTV International is available in parts of the Mideast via the Showtime platform,
but distribution in that region is still complicated, and there is intermittent
censorship. The cable network believes there is great room for expansion,
considering that just under half of the 25 million Mideast TV households have
access to satellite.
MTV has made significant inroads in India and Asia, with MTV India recently voted
the most popular music channel in Pakistan.
While MTV has been able to build strong, local outlets in Asia and India, it's had a
tougher time in the Mideast. It does air one show in Arabic, "Mashaweer," in which
local VJs present a mix of Arabic, southern Euro and Latin-oriented music. There
are discussions about more local shows and the development of a 24-hour channel
in Arabic.
Also, the music network likes the notion of an exchange program, whereby staff
members in one part of the word get the chance to meet up with their counterparts
in studios elsewhere.
What such efforts on the part of MTV and other U.S. outlets abroad will cost is still
anyone's guess. But signs are that, spurred by Washington, money will be spent.
Copyright 2001 Reuters. All rights reserved. This material may not be
published, broadcast, rewritten, or redistributed.
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