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The Arab World Unbound: Tapping into the Power of 350 Million Consumers by Vijay Mahajan

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Chapter 8

Tapping into the Arab Media and Entertainment Market

Despite the conservatism of much of the Arab world, a thriving market for media and entertainment has mushroomed throughout the region. Satellite television has opened up the world to Arab living rooms and transformed the way companies advertise. Egypt has created a vibrant movie industry, and other countries are drawing moviemakers from around the world. And the Arab market for books, art, and music is opening up opportunities for local and international businesses alike.

The rocket that forever altered the landscape of Arab media started its ascent above the French Guiana jungle on the morning of February 8, 1985. Onboard that Ariane 3 rocket, Arabsat-1A, the first Arab-owned ...

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