The media industry has arguably been one of the slowest to recognise the potential of the Middle East’s youthful demographics, growing affluence and appetite for western brands. But that is changing.
Some media conglomerates, such as Rupert Murdoch’s News Corp, are starting to target the region’s 250m Arabic speakers for the first time, while others, such as Viacom, aim to expand operations established in recent years.
Viacom is mainly present through MTV Networks International, which operates youth-centric channels such as the eponymous MTV, Comedy Central and Nickelodeon.
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