Through this partnership, SAWA Rights will provide TCL with top-tier Arabic channels from the region, as well as FAST international channels.
SAWA Rights Management, a key player in content distribution and part of the SAWA Entertainment group, has announced a strategic partnership with global electronics giant TCL Electronics to roll out premium Free Ad-Supported Streaming Television (FAST) channels across the Middle East and North Africa (MENA) region. This initiative is set to deliver a diverse range of Arabic and international channels to millions of TCL smart TV users through the brand’s integrated streaming platform, starting this month.
The collaboration underscores SAWA’s ambition to expand its portfolio of ad-supported content and maintain its leadership in the MENA media landscape. With access to over 400 premium and FAST channels and thousands of video-on-demand titles, SAWA continues to offer tailored content solutions designed for a broad and discerning audience base.
Ali Ajouz, CEO of SAWA Rights Management, said: “We are pleased to be selected by TCL as a provider of regional and international FAST channels targeting viewers across the MENA region. This agreement reflects our commitment to delivering high-quality content that meets the needs of our partners and viewers throughout the region.”
Rebecca Chen, Head of Business Development at TCL Channel, added: “This partnership with SAWA marks a strategic leap in our mission to deliver hyper-localised viewing experiences. By integrating SAWA’s premium Arabic content library into our AI-powered smart TV ecosystem, we’re not just expanding our MENA footprint – we’re redefining how 1m regional users engage with content that resonates with their cultural identity.”
As the world’s second-largest television manufacturer, TCL serves over 50m users worldwide, including more than 1m in the Middle East.
