Corporate Strategy Case Study

Al Jazeera English : Will it make its mark?

OR

Abstract:
Doha, Qatar based, Arabic television network Al-Jazeera launched an English-language news and current affairs television channel, Al-Jazeera English (AJE) on 15th November 2006. Al-Jazeera had Arabic news and current affairs television channel of the same name and several other specialty television channels. The Arabic news channel Al-Jazeera (Al-Jazeera Arabic) was known for its up-front style, frank journalism and its readiness to discuss taboo issues. Thereby Al-Jazeera Arabic entered into several controversies and was a thorn for several governments from Washington to Riyadh. Al-Jazeera English was broadcasted from studios in Doha, Kuala Lumpur, London and Washington DC, in addition to 20 other countries.

AJE was a hope for giving the Arabs a global voice as it was the first English Channel operating from the Middle East. But, some questioned in the Middle East whether the new channel would be as blunt as its Arabic channel. Above all with the negative press gained by its Arabic channel would it be able to pose a challenge to its western competitors and gain acceptance in western countries?

The case discusses about the various issues and challenges faced by Al-Jazeera in its new venture AJE.

Pedagogical Objectives:

• To understand the controversy of Al-Jazeera Arabic channel
• To study the importance of brand image and its expansion in channels industry
• To understand the challenges faced by Al-Jazeera in the US
• To understand the competitive scenario and its impact.

Keywords : Al-Jazeera Arabic; Al-Jazeera English; International; Controversies; launch; challenges; company image; new markets; Qatari Emir; Arab new network; Growth Strategies Case Study; Strategy management; Entry strategies; Business management; Opposition from US; Osama bin Laden; US government; British government; Afghanistan; Israel; media network; entry barriers; differentiation; BBC; CNN; Western media companies; 9/11 attack; 11 September attack