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Arab Media Outlook, 2008-2012

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Arab Media Outlook, 2008-2012 ARABARAB MEDIAMEDIA OUTLOOKOUTLOOK 2008-20122007-2011 Collaborating for growth for CollaboratingCollaborating for growth Forecasts and analysis of traditional of analysis and ForecastsForecasts and analysis of traditional & digital media in the Arab world Arab the in media digital && digital media in the Arab world Created by: Supported by: 2nd Edition & digital media in the Arab world Forecasts and analysis of traditional Collaborating for growth 2008-2012 OUTLOOK MEDIA ARAB ARABARAB MEDIAMEDIA OUTLOOKOUTLOOK 2008-20122008-2012 Collaborating for growth for CollaboratingCollaborating for growth Forecasts and analysis of traditional of analysis and ForecastsForecasts and analysis of traditional & digital media in the Arab world Arab the in media digital && digital media in the Arab world Created by: Supported by: COpyRIghT © 2009 MEDIA ARAB This document is provided by Dubai press Club and pricewaterhouseCoopers for 2007-2011 OUTLOOK guidance only, and does not constitute the provision of legal advice, accounting services, investment advice or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional advisers. Before making any decision or taking any action, you should consult a professional advisor who has been provided with all the pertinent facts relevant to your particular situation. The information is provided “as is”, with no assurance or guarantee of completeness, accuracy or timeliness of the information, and without warranty of any kind, express or implied, including but not limited to warranties of performance, merchantability and fitness for a particular purpose . Dubai press Club holds all copyrights to this report and no part thereof may be reproduced or replicated without prior explicit and written permission. In producing this report, Dubai press Club was assisted by pricewaterhouseCoopers. pricewaterhouseCoopers refers to the network of member firms of pricewaterhouseCoopers International Limited, each of which is a separate and independent legal entity. All rights reserved. Requests for permission should be addressed, in writing, to Maryam bin fahad, Dubai press Club, p.O. Box 39333, Dubai, UAE (email: [email protected]). for additional information or to acquire further copies of this publication please visit www.dpc.org.ae or www.pwc.com/me ISBn: 978-9948-03-893-1 ARAB MEDIA OUTLOOK 2008-2012 2008-2012 OUTLOOK OUTLOOK MEDIA MEDIA ARAB ARAB MEDIA OUTLOOK 2008-2012 4 h h T T w w RO RO g g OR OR f f ng ng ollaborati ollaborati CC C ollaborating fOR gROwTh ARAB MEDIA MEDIA ARAB MEDIA OUTLOOK 2007-2011 OUTLOOKOUTLOOK 2008-2012 Prepared by Dubai Press Club, Dubai Media City, Dubai Studio City, International Media Production Zone and PricewaterhouseCoopers The Dubai press Club plays a vital role in the growth of the regional media industry through its many initiatives including the annual Arab Media forum and the Arab Journalism Award. Dubai press Club is dynamically involved in key issues affecting Arab journalism and regularly organises training workshops as well as hosting seminars on topics of regional and global significance. As a founding member of the International Association of press Clubs it is a thriving forum for the exchange of ideas. Over the past seven years, Dubai Media City (DMC), Dubai Studio City and the International Media production Zone have established themselves as the region’s leading media hub. with a thriving media community of over 1,200 regional and international media companies and hundreds of media freelancers, DMC is a place where every kind of media business can operate with collective synergy, including: publishing, music, film, new media, leisure and entertainment, broadcasting, media and marketing services and information agencies. DMC provides an advanced infrastructure for media-related businesses to operate globally out of Dubai. pricewaterhouseCoopers provides industry-focused assurance, tax, and advisory services to public and private sector clients. More than 146,000 people in 150 countries combine their thinking, experience and solutions to build public trust and enhance value for clients and their stakeholders. The firm’s Arab network has 21 offices in 13 countries. ARAB MEDIA OUTLOOK 2008-2012 2008-2012 OUTLOOK OUTLOOK MEDIA MEDIA ARAB ARAB MEDIA OUTLOOK 2008-2012 h h T T w w RO RO g g OR OR f f ng ng ollaborati ollaborati CC C ollaborating fOR gROwTh 5 n RODUCTIO pp RODUCTIOn f O TABLE TS n EME g LED w O n ACK nOwLEDgEMEnTS TS n TE n CO For Dubai Press Club Maryam Bin fahad, Executive Director Omar Dusuki, Strategy planning Director Ibrahim Khayat, Senior Consultant Shajahan Madampatt, Content Development Specialist Mohab Mazen, Senior Events Management Executive nour Aldin Al yousuf, Events Management Executive Abdulaziz Abdullatif Sadeq, Events Management Executive Ibrahim Ustadi, Awards Executive Ahmed Khaled, Customer Relations Coordinator Musab Zakarya, Editorial Manager-Arabic Contact: [email protected] For TECOM Investments Sanjive Khosla, Chief Strategy and Business Development Officer Russell Sy, Executive Director of Strategy & Business Development Lindsay Miller, Director of Media Strategy & Business Development Contact: [email protected] For PricewaterhouseCoopers Marcel fenez, global Managing partner, Entertainment & Media practice hazem galal, partner Ian Sanders, partner Elaine Lui, Senior Consultant Sarah wazzi, Senior Consultant Jason wang, Digital Media and Technology Consultant Contact: [email protected] Project Editor Kelly McCarthy, Third Millennium publishing Contact: [email protected] ARAB MEDIA OUTLOOK 2008-2012 2008-2012 OUTLOOK OUTLOOK MEDIA MEDIA ARAB ARAB MEDIA OUTLOOK 2008-2012 6 h h T T w w RO RO g g OR OR f f ng ng ollaborati ollaborati CC C ollaborating fOR gROwTh f O TABLETABLE Of TS n TE n COCO nTEnTS 08 foreword: Dubai press Club 09 foreword: TECOM Investments 10 foreword: pricewaterhouseCoopers 11 Acknowledgements 12 Executive Summary – Arab Media Outlook 2008-2012 16 Section One: Worldview 17 Emerging trends and industry response 26 Infrastructure: the enabler of convergence 33 The impact of UgC – The changing face of media 35 Content packaging 35 Measurement and targeting 36 Content distribution 37 Audience measurement issues 37 how new media is changing traditional media 42 Collaboration 43 Section Two: Regional Update 44 Regional characteristics and dynamics 53 Circulation trends 57 Advertising revenue trends 75 Section Three: Unlocking value – the technology challenge 76 Regional developments 91 Implications for government policy makers and sector regulators 92 Implications for traditional media 95 Annex: Methodology 96 Methodology for advertising spend projection 2008-2012 ARAB MEDIA OUTLOOK 2008-2012 2008-2012 OUTLOOK OUTLOOK MEDIA MEDIA ARAB ARAB MEDIA OUTLOOK 2008-2012 h h T T w w RO RO g g OR OR f f ng ng ollaborati ollaborati CC C ollaborating fOR gROwTh 7 ORD – – ORD w ORE ff OREwORD – – ORD w Fore RESS CLUB RESS p DUBAIDUBAI pRESS CLUB TS n ESTME Inv TECOM Dubai press Club is proud to present the second makes the adoption of digital technologies a edition of Arab Media Outlook 2008-2012. In this natural development for the region. year’s Outlook we review the changing nature of media in general and the effects that technology In this Outlook, we have also looked at the is having on media across the region. emergence of user-generated content in the region. we believe the surge of citizen Besides analysing the interface between media journalism that we see today in the region will and technology, the Outlook also predicts the complement “mainstream journalism” and changes and trends that are expected in the add to the depth and breadth of media content. media industry over the next five years. The we have seen many prominent examples report covers all media sectors and examines of citizen journalism recently, both locally key user trends. Our analysis of the region’s and internationally, that confirm that digital media is expanded to include twelve countries technology is transforming large sections of across the Arab world: Bahrain, Egypt, Jordan, people from passive consumers into active Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi creators of media content. Arabia, Tunisia, UAE and yemen. none of our work would have been possible In keeping with our commitment to provide without the kind cooperation of key members of an accurate assessment of media trends in the media industry. we thank them all for their the region, we asked our Knowledge partners, time and insight. Their input was particularly pricewaterhouseCoopers, to work with us valuable in our understanding of statistics to develop a better understanding of how where publicly cited data are not always as global developments are being brought to accurate as they appear. we are confident that, market in the Arab world and how our regional as with last year’s Arab Media Outlook, our media businesses can benefit from the projections accurately represent the trends in latest technologies. we have great pleasure the twelve countries we reviewed. in reporting that the Arab region is well positioned to keep pace with the global trends Our research indicates that the Arab media of collaboration and convergence, although the industry is going through a period of renewal degree of adaption to the changes differs from and regeneration in terms of technology and country to country. content although there are challenges along with the opportunities. The latest challenge to This Outlook
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