MTV Arabiya To Capitalize On Large Youth Population In The Middle East

MTV is moving ahead with plans to launch a pan-Arab music channel called MTV Arabiya. With over half the population of the Middle East under the age of 25, it appears to have a built-in audience for MTV.

The channel is the result of an agreement signed last year between MTV and the UAE's Arabian Television Network, a subsidiary of the government-owned Arab Media Group. The 24-hour, free-to-air station will feature music videos by Arab and international stars, animated programmes, reality shows and comedies, including some locally produced content.

Brand Republic says that MTV Arabiya’s launch date is a closely guarded secret, but it is expected to be some time this summer and will broadcast from new facilities at Dubai Studio City.

MTV is not the only one taking advantage of the Middle East's youth population. It will face stiff competition from already entrenched brands such as Rotana, Melody and Mazzika.