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Ramadan programming rakes in the dollars

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      Ramadan programming rakes in the dollars

      Vijaya Cherian by Vijaya Cherian
      August 25, 2012
      in Opinion
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      Ramadan Mubarak! Although life in the Arab world slows down a bit during this season owing to the holidays, the Holy month of Ramadan is also a time of rich pickings for broadcasters as they rake in the advertising dollars. Millions are spent on Arabic productions to broadcast during this period but ad rates also […]

      Vijaya Cherian.

      Ramadan Mubarak! Although life in the Arab world slows down a bit during this season owing to the holidays, the Holy month of Ramadan is also a time of rich pickings for broadcasters as they rake in the advertising dollars. Millions are spent on Arabic productions to broadcast during this period but ad rates also increase anywhere between 50 and 170% at this time compared to the rest of the year depending on how popular a channel is, and those figures are not inflated.

      MBC 1, for instance, has for long maintained its position as the number one Ramadan broadcaster. It is no secret that MBC Group invests about 25-30% of its annual production budget — if not more — on its Ramadan programming and earns about 25% of its annual revenues during this period as well. There are about seventeen special programmes showing on MBC1 this season and around six on MBC Drama.

      This time, MBC may face some competition from OSN’s Yahala channel. OSN Yahala, which was launched in October 2011, seems to be gradually gaining ground with viewers especially in Saudi Arabia, one of the biggest markets for both channels.

      The pay TV network has made ambitious investments in Arabic productions. This year, OSN Yahala! has eight exclusive Ramadan productions on the  channel of which four are the network’s own productions. The network has also launched OSN Yahala +3 exclusively for the Ramadan season. The channel is primarily aimed at Egyptian viewers, as subscribers in the country do not yet have access to OSN’s PVR boxes.

      Abu Dhabi Media and Dubai Media Inc. have also come with some exciting entertainment this year.

      In the meantime, we also see broadcasters enhancing their online services as many viewers have begun to turn to their tablets and other mobile devices for entertainment.

      OSN Play, Shahid.net from MBC, Wataniya Telecom’s online channel and Dubai Media Inc’s online platform are some of the few who will be competing for eyeballs this Ramadan. Not to be left behind, even YouTube has launched an online channel dedicated to Ramadan-themed programming this year.

      It’s unfortunate though that the TV audience measurement system — the first in this region — won’t be rolled out until just after Ramadan in the UAE. It would have been interesting to see which channels and programmes make it to the top this season. But we have to start somewhere and hats off to the UAE for being the first to take this big step. Read all about it in this issue.

      Tags: DMImbcmbc dramaVijaya Cherian

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