It goes without saying that the pandemic has played a major role in accelerating the efforts of all sorts of companies towards digitisation.
By Alaa Al Rantisi is Managing Director of Advanced Media
The timely launch of the New Media Academy by His Highness Sheikh Mohammed Bin Rashid Al Maktoum last year represents not only the sort of ingenious forward thinking that defines the leadership of the UAE, but also reflects the exciting new trends that we have been observing in the market as a leading supplier in the MENA region. We have witnessed a departure from traditional modes of production, broadcast and marketing in recent years, especially in non-production companies and streaming platforms, who despite their many differences are affected by this new era of content creation.
Content creation has revolutionised and revitalised marketing across all companies, regardless of field or background. On one side, we see the sort of digital content that is being specifically created and curated by companies for said companies on social media platforms, and on the other end of the spectrum we see traditional broadcasting stations adapting to these changes by moving their services online and mass producing content that appeals to the traditional TV viewer. This is where we see tremendous change in our customer portfolio.
Where we once used to supply to a niche group of customers, meaning traditional production houses that provided a variety of services to regular companies, now we have a wide range of new customers from companies such as Spinneys, Sephora, DAMAC and even Emirates Bank and BMW. Not long ago, these companies became aware of the importance and necessity of social media platforms as a marketing tool. Originally, they began relying on third-party specialised media companies to strategise and oversee their digital networks. However, especially in the past two years, it has recently become clear that they need to establish in-house media departments that can handle their marketing needs.
These companies are now investing in multifunctional, cost-effective products that can generate both photo and video at the same time. It is truly an exciting and defining moment in our lives as suppliers and trainers. Our most sellable and attractive products – camera, light, sound, tripods and all related accessories – are the ones that can serve multipurpose for marketing. Naturally, we have shifted our focus to supplying products and providing the necessary training that can secure these services for our growing clients.
Meanwhile, the increasing reliance of these companies on in-house marketing means that traditional broadcasting stations are losing advertisements. If companies are able to use their digital social media platforms to advertise their products in a manner that best suits them without having to pay a fee to broadcasting stations, then of course there is no doubt that they would opt for the former. Not only have broadcasting stations been losing advertisements but they have also been losing their audience, as traditional TV viewership has been continuously declining and increasingly moving online. This is where we start to lose traditional broadcasters such as Dubai TV and Abu Dhabi TV as regular clients.
However, the great news is that as the proliferation of streaming platforms and OTTs flock people back to their televisions again, broadcasting stations are presented with an exciting new opportunity to adapt and reform by producing content that guarantees loyalty and viewership. For instance, ADtv, Abu Dhabi Media’s video-on-demand platform, has gained a solid reputation and a dedicated growing audience in the region. The same can be said about MBC Shahid, which has established itself as the leading Arabic streaming service.
This shift in viewership habits has of course reignited the energy and potential of production houses to create engaging content that capitalises on this momentum to maintain and grow their audiences. This means revitalising the traditional drama soaps or creating new competition programmes that have thankfully brought the industry back.
This is the future, and this is where everyone is investing their focus and energy. It goes without saying that the pandemic has played a major role in accelerating the efforts of all sorts of companies towards digitisation, but that is certainly a topic we can discuss separately.
By Alaa Al Rantisi is Managing Director of Advanced Media