TOD, beIN Media Group’s OTT platform, recently expanded its entertainment production with the release of ‘Zaman AlAjaj’ this Ramadan. Mia Edde, VP of Original Content at beIN Media Group, tells BroadcastPro ME about the production and the network’s entertainment offering for the Holy Month.
Did this production premiere on beIN and TOD simultaneously?
Zaman AlAjaj debuted on both beIN and TOD on the first day of Ramadan, with TOD enjoying a lead window. We are thrilled to reach this significant milestone and unveil our inaugural original Gulf production, allowing us to craft a story deeply rooted in culture and offering a captivating glimpse into the rich history of the Gulf. In light of this, we are committed to maximising our regional reach to ensure that Zaman AlAjaj resonates with audiences across MENA and Turkey by making it available on TOD and beIN Drama.
What is beIN’s overall vision and strategy with regard to original content initiatives, particularly in the context of the Middle East market?
At beIN and TOD, our overarching objective is to rectify the imbalance where Western shows and content often overshadow local productions. Currently, we are witnessing a transformative shift in global preferences, with a notable increase in demand for non-English content and narratives. Recent reports indicate that the share of global demand for non-English content surged to 40% in 2023, up from 23% in 2018.
To contribute to this evolving landscape, we are creating original, locally rooted content with narratives that showcase the rich diversity of culture and the profound talent pool in MENA. Our strategic approach revolves around three key pillars: prioritising local narratives, embracing distinctive storytelling and curating a diverse portfolio. We firmly believe in the potential of MENA stories and talents to share the incredible storytelling prowess of the region with a global audience.
Do you have separate productions for the linear and streaming space planned, or will one platform mirror the other?
While TOD Originals will be specifically designed for the streaming format to cater to binge-watching behaviour, the goal is to make this content available across all platforms. This multi-platform strategy ensures maximum reach, allowing viewers to access it in the way that best suits them, whether it’s through traditional linear TV or on-demand streaming services.
Tell us a bit about this original production.
Zaman AlAjaj delves into themes of love, betrayal and the pursuit of peace. Produced under the direction of Abdullah Boushahri, it is directed by Jasem Al Muhanna and written by Eman Sultan. The story follows the journey of Wijdan (portrayed by Mona Hussein), a woman seeking refuge from her abusive father in a seemingly idyllic village. She infiltrates the village till she gets to the village leader Geith (played by the acclaimed Jassim Al Nabhan) and his brother Hamza (portrayed by the gifted Hussain Almahdi). As the series unfolds, viewers will witness Geith’s attempts to navigate through the conspiracy to ensure justice is restored, all while managing the complex web of relationships and alliances within the village. With its cinematic visuals and stellar cast, including Jassim Al Nabhan, Hussain Almahdi, Mona Hussein, Faisal Alamiri, Eman Al Hussaini, Saoud Boushahri and Abeer Ahmed, Zaman AlAjaj promises to be a must-watch production, particularly during the auspicious month of Ramadan.
Are there other Originals for this Ramadan?
Yes, we have also launched three cooking shows, all of which are TOD Originals: Bel’afya, Wasfa Saeeda and 30 Days.
Bel’afya delves into the rich history and heritage of Arabic recipes, hosted by Chef Bader AlShayji. Wasfa Saeeda, led by Chef Sarah El Gendy, aims to infuse joy into your kitchen with a nostalgic journey through Eastern, Arabic and international cuisine, adding twists along the way. Meanwhile, 30 Days with Coach Nemo offers a transformative 30-day exploration of health and wellness topics, from debunking fitness myths to sharing nutritious recipes.
In addition to our original programming, viewers have access to all our acquired content, including Egyptian Lunchox, Al Arbaji season 2, Nokta Enntaha and Qalam Resas. Our selection also caters to younger audiences with shows like Tijjan Annour season 12, Rise Upon Him and This is Islam season 2. Furthermore, we’ll be streaming exclusive movies and shows like Ferrari, Hunger Games, A Man Called Otto, Shazam, to name a few.
Is it a Khaleeji production or a pan-Arab production? Where was it filmed?
Zaman AlAjaj is a Gulf production of 30 episodes and each episode is roughly 45 minutes long. The series was filmed in Kuwait.
Are there plans to expand your original content offerings beyond Ramadan, and if so, what types of content or themes can we expect to see in the future?
Indeed, our plans extend far beyond Ramadan and expanding our original content offerings is a top priority for us. Commissioning any project involves forging partnerships with creators, writers, showrunners and directors to craft compelling content delving into a diverse range of genres. Our aim is to provide thought-provoking narratives from the region to the region. A standout example of this approach was our recent original, Ons Jabuer (This is Me), which made significant waves in the sporting world by shedding light on the mental struggles faced by women in sports.
In addition to our focus on Arabic and local content, we recognise the high demand for Turkish content in the region. We had great success with our last Turkish Original, The Ivy, which garnered a level of viewership surpassing many well-known Western series on our platform.
How do you approach the localisation of your original productions to ensure relevance across diverse audiences within the Arab world?
In just over two years, we have garnered significant traction among viewers in the MENA region. What sets us apart is our diverse offering, which includes exclusive sports streaming along with a vast library of over 50,000 hours of Turkish, Arabic and Western entertainment. Additionally, we provide a comprehensive selection of live channels such as beIN Sports, beIN entertainment, Arabic kids programming, cooking shows and other channels designed to cater to every member of the family. Recognising the region’s strong emphasis on family-oriented entertainment, we ensure that our programming is culturally sensitive and inclusive, meeting the diverse needs of households.
How have you tried to address the challenge of so many channels vying for eyeballs during Ramadan?
We have targeted all segments – fans and families – and we have thought about everything they might need during Ramadan. This is why we are providing a wide variety of content, from cooking shows to sports to kids content, so that TOD has something of value to offer to all its users.
