What happens if you mix pop culture with Arabic culture? It would have to be the launch of MTV Arabia, the Middle East's first Arabic free-to-air youth entertainment and lifestyle channel.
MTV Arabia is MTV's most ambitious venture yet in uniting the world through pop culture. Bill Roedy, Vice Chairperson of MTV Networks said, â€œTonight's MTV Arabia launch show celebrates one of the most important landmarks in MTV's 25 year history. MTV Arabia will reach the largest potential audience of any MTV channel outside the United States. MTV is proud to celebrate the voice of the Arab youth and through our global network we can showcase what this rich and diverse culture is all about to new audiences around the world.â€
There will be shows presented by local talents while popular MTV shows like Pimp My Ride and Punk'd will be reformatted according to the Arab audience. Local artists will account for 40% of the music videos aired while the rest of the international videos will be edited to suit the Arab sensibilities.
The unveiling of MTV Arabia happened in Dubai November 15 with music celebrities Akon, Ludacris and Karl Wolf giving show-stopping performances.
MTV Arabia debuts on TV on midnight of November 17 and is available on free-to-air via satellites Nilesat and Arabsat, reaching 36 million TV households across the Middle East.