CEO of US TV channel's parent firm mulls staging event once more established in region
US cable TV channel MTV revealed it would like to stage a major regional awards show in the UAE once it establishes a sizeable share in the Middle East entertainment market, the CEO of the channel’s parent company told Arabian Business.
“I would love to do a big event here,” Robert Bakish, president and CEO of Viacom International Media Networks, MTV’s parent company, said when asked if he would consider staging an MTV awards show in the emirates.
Speaking in an interview at the Abu Dhabi Media Summit on Wednesday, Bakish said the staging of such an event would be dependent on the company increasing its share in the regional television market.
“I think it would make more sense here if we had a broader, decent business base but you look at a city like Dubai or Yas Island, there is the potential to do something there, whether it is around music or fashion… We would love to do it,” he said.
“[The Middle East] is a small market but if you look at the demographics it has extraordinary potential. Our objectives are to grow in general.
“This market over time has potential, it has some challenges in that it doesn’t have what India has and an established TV market, there are players but the ad market is a little opaque.
“It is harder to get things going here but there is clearly opportunity… What we are doing in this region is looking for a way to unlock it… With potential we will figure that out.”
MTV has hosted various movie and music award shows since 1984 and hosts various regional versions in the US, Europe and Asia.