Why has MTV Networks International chosen to expand its global reach through licensing?
The licensing model works well in markets that are difficult to navigate due to either distinctive local cultures and/or regulatory issues. Financially, it’s also an effective operating model, with lower risk and attractive returns through strong local partnerships. For us, it’s really about tapping into a very capable local player to create a partnership where we’re mutually vested in the success of the business. Our take on this model is unique. We invest a lot of resources and support from our global network to work alongside our local partners to ensure they realize all the benefits of our 20 years’ experience in this business. By capitalizing on their local consumer and market understanding, as well as their existing infrastructures and talent, we’re able to more quickly access markets with an operation that is much more in sync with local audiences and advertisers. Your MTV partner in the Middle East, Arab Media Group (AMG), is a big media player in the region but has no experien
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