MTV out to rule Mideast with toned-down hip-hop
DUBAI, United Arab Emirates – MTV is hoping hip-hop and reality TV tailored and sanitized for a more conservative Mideast will draw Arabs away from dozens of locally produced music video channels that already dominate the market.
MTV Arabia, which launched Nov. 18, features 60 percent international music and 40 percent Arabic music, along with local adaptations of the channel’s popular non-music shows.
But MTV, known for airing provocative videos with scantily clad women, says the Arab version of the pop-culture channel is showing less skin and profanity.
“When we come to people’s homes, we want to earn their respect,” said Abdullatif al-Sayegh, chief executive of Arab Media Group, which along with MTV Networks International owns MTV Arabia. He explained that there are “culturally sensitive editors going through content of the programming.”
The station launched at midnight, airing a pre-taped show featuring Grammy award-winning rapper and actor Ludacris, Senegalese-born soul superstar Akon, Lebanese rapper Karl Wolf and the Emirates underground hip-hop band Desert Heat.
By emphasizing local music talent and programs addressing the concerns of Arab youth, MTV Arabia is hoping to set itself apart from other satellite music channels that saturate the Mideast market.
Unlike its past forays into Europe and India, MTV has not entered a virgin music video territory. Over the past few years, there has been an explosion of satellite channels in the region that feature soulful male crooners from the Gulf and female singers from Lebanon and Syria.
MTV officials say this is why their channel is focusing on hip-hop and R&B, two underserved music genres despite being popular throughout the region.
But to please a more conservative audience, MTV Arabia is tailoring some of its programming and keeping provocative hip-hop videos featuring barely dressed women and alcohol to a minimum.
“We hope to provide a platform for Arab youth to break boundaries without disrespecting their tradition and culture,” said Bhavneet Singh, managing director of the Emerging Markets Group, part of MTV Networks International.
MTV Arabia’s flagship tailor-made show “Hip HopNa,” which means “Our Hip Hop” in English, features Saudi Arabian rapper Qusai Khidr, who auditions the best local hip-hop acts in seven Mideastern cities.
The winner from each city has the chance to record a track for a compilation album produced by Fred Wreck, a producer who has worked with the rap stars 50 Cent and Snoop Dogg.
MTV expects “Hip HopNa” to be picked up by its other channels in the coming year.
MTV Arabia also is broadcasting an Arabic version of the popular car makeover show “Pimp My Ride,” as well as “Al Helm” (“The Dream”), which is based on the show “Made,” in which MTV transforms awkward teens into the models or rap stars of their dreams.
Shows in Arabic will be subtitled in English for foreign viewers in the region, channel officials said.
Jocks, nerds, burnouts and stoners: The names may vary, but students at almost every high school know the labels.