KEY POINTS:
MTV hopes hip-hop and reality television tailored and sanitised for a more conservative Middle East will draw young Arabs away from dozens of locally produced music video channels that already dominate the market to a new regional version of the pop-culture channel.
MTV Arabia, which officially launched over the weekend, will feature 60 per cent international music, 40 per cent Arabic music and local adaptations of the channel's popular non-music shows. But MTV, which is known for airing provocative videos featuring scantily clad women, says its Arab version will show less bare 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 said that there would be "culturally sensitive editors going through content of the programming".
The launch featured a pre-taped show featuring US rapper and actor Ludacris, Senegalese-born US soul superstar Akon, Lebanese rapper Karl Wolf and an Emirates underground hip-hop band Desert Heat.
By emphasising local music talent and programmes aimed at addressing the concerns Arab youth have, MTV Arabia hopes to set itself apart from the other satellite music channels that saturate the Mideast market.
"We are not only a music channel, we are an entertainment channel where young Arabs will get a voice," said programme director Patrick Samaha.
Unlike its past forays into Europe and India, MTV is not entering 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 music genres that are underserved despite being popular throughout the region. But to please a more conservative audience, MTV Arabia will tailor some of its programming and keep provocative hip-hop videos featuring barely dressed women and alcohol to a minimum.
"We hope to provide is 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 ( Our Hip-Hop), features Saudi Arabian rapper Qusai Khidr, who will audition the best local hip-hop acts in seven different Middle Eastern cities.
The winner from each city will have the chance to record a track for a compilation CD, produced by Fred Wreck, who has worked with rap stars like 50 Cent and Snoop Dogg.
CULTURAL ICON
* MTV was launched in 1981 in the United States
* It popularised music videos, video jockeys and the concept of a channel outlet for music
* Has dozens of affiliated international channels, including in New Zealand
* MTV UK has 16 channels alone
- AP
