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1 ss;s; PRODUCTION TABLE OF CONTENTS ACKNOWLEDGEMENTS 02 Project Team Foreword: Dubai Press Club 04 Foreword: Deloitte Maryam Bin Fahad, Executive Director 06 Acknowledgements Nadin Al Lahham, Business Development Supervisor 08 Executive Summary Adel Ibrahim, Senior Manager Operations 12 Methodology Muna Busamra, Deputy Manager Arab Journalism Award Sadiq Jarrar, Communications & PR Manager Section 1: Arab Media in a Global Context 15 Jasim Al Shemsi, Deputy Project Manager Mohab Mazen, Deputy Events Manager 1. Print 25 Afra Matar, Brand Executive 2. TV 41 Khalid Jamal, PR Coordinator 3. Digital 57 Ahmad Khalid, Events Coordinator 4. Other Platforms 77 Khulood Alkhoory, Media Relations Coordinator 5. TV Series 81 Rajeev Kandathil, Administrative Executive 6. Movies 95 Mohamed Al Hosany, Events Coordinator 7. Sports 109 Ahmed Al Muhairbi, Media Relations Coordinator 8. Music 123 Ahmed Al Hashimi, Media Relations Coordinator Abdul Hani Aliouat, Arabic Editor & Proofreader Section 2: Regional Update 135 Dana Beydoun, Senior Editor In-focus countries 137 Sireen Jannoun, Senior Editor Country-by-country update 175 Section 3: The Media Revolution For Feedback and Review 1. Introduction 223 Dr. Hessa Lootah, Assistant Professor Department of Public Media and Communications - Emirates University 2. Social Media 224 Mamoon Sbeih, Managing Director - Arab Region, APCO Worldwide 3. Satellite TV 229 Craig D`Silva, Project Consultant, APCO Worldwide 4. Implications for the Future 232 Musab Zakarya – For translation 5. Conclusion 238 For Deloitte Glossary 241 Santino Saguto, Partner, Technology, Media & Telecommunications (TMT) Leader for Middle East Appendix: Data Tables 242 Jolyon Barker, Managing Director, Global Technology, Media & Telecommunications Emmanuel Durou, Director, Technology, Media & Telecommunications Gareth Pereira, Senior Manager, Technology, Media & Telecommunications Leila Hamadeh, External Advisor Aline Tanous, Senior Consultant Nisha Soni, Consultant Patrick Sadek, Business Analyst Zainab Hazimeh, Business Analyst For Design BPG Group 1 FOREWORD: DUBAI PRESS CLUB Maryam Bin Fahad Executive Director Dubai Press Club It is our distinct privilege as the Dubai Press Club to present is virtually being overhauled with a significant break from of which add local flavour and contribute significantly as e-commerce and online gaming. The print industry the fourth edition of the Arab Media Outlook 2011- 2015. the past. The pace of media reform in these markets is towards enriching this edition of the report. continues to show some resilience with circulation The Arab Media Outlook is the most comprehensive likely to be gradual as the medium term agenda focuses numbers still presenting a modest increase, while all publication on the Arab Media Industry and represents on pressing economic and political issues. Our analysis On a personal note, after being involved with three regional publishing houses are in parallel embarking in one of the key knowledge development initiatives of the considers the economic and political environment of previous editions of the Arab Media Outlook, I am their own migration towards digital. Dubai Press Club. The report serves as a reference point each of the markets covered in the report, nevertheless extremely pleased to note the rapid strides made by the of the media industry in the region highlighting media there could be potential downside risks given that the media industry in the region in recent years. The regional I hope that the analysis and commentary contained in this trends across 17 markets and providing both breadth media industry in some of these markets is in a rebuilding media industry is now significantly on the radar screen report can serve as a useful guide for the entire spectrum and depth of coverage for the benefit of various industry phase. On a positive note, despite the immediate impact of global media houses and we have seen a myriad of industry stakeholders including media owners, content stakeholders. on advertising revenues, the recent events have had of partnerships, joint ventures and organic growth developers, service providers, regulators and the general a positive impact on Arab media raising the bar for the initiatives from globally recognized players looking to public. Given the landmark political changes seen in the This edition of the report builds on the strong foundations quality of news reporting, accelerating the engagement invest in local content. Further, some of these global region over the last few years, we endeavour that this of the previous editions while expanding its coverage to with digital platforms and placing the region firmly heavyweights are participating in the development report will help industry stakeholders in gaining a better include two markets i.e. Iraq and Libya for the first time. We on the strategic map of global media houses. Industry of the local content ecosystem which will no doubt understanding of the possible impact on the media have strengthened our analysis through market research stakeholders have confirmed their optimism regarding benefit the industry. I note with keen interest the efforts industry in the years to come. conducted across four markets, i.e. Egypt, Morocco, Saudi the outlook for the industry in 2012 and this optimism taken by leading pay-TV service providers to combat Arabia and the UAE. The inclusion of the market research is reflected in the report’s analysis and projections across piracy and their engagement with regulatory bodies results from markets which were also covered under markets and platforms. across the region. Another industry defining initiative, the previous edition, provides opportunities to analyse which is likely to significantly boost transparency and changing consumption patterns, shifts in behaviour and Our knowledge partner for this edition, Deloitte & enhance advertising spend in the region, is the launch changes in preferences across these very diverse markets. Touche (M.E.), is one of the leading professional services of People Meter in the UAE and Saudi Arabia. In the Maryam Bin Fahad Apart from the aforementioned markets, as with previous organizations with strong experience in the Telecoms digital space, this edition highlights the second wave Executive Director editions our analysis covers the media landscape across and Media markets. Deloitte’s extensive footprint in the of success stories emerging in specific segments such Dubai Press Club Bahrain, Jordan, Kuwait, Lebanon, Oman, Palestine, Qatar, region and its expertise on the trends shaping the global Syria, Sudan, Tunisia, and Yemen. media industry, provides insightful commentary to contrast regional developments with international case The current edition of the report is set against a period studies. Together we have striven to make this edition, of great turbulence across the region. The combination the most valuable source of information and perspective of a weak global economic environment and political on the media industry in the region. The report is further instability across several regional markets makes it more enhanced by interviews conducted with 140 industry challenging to assess the impact on the media landscape professionals offering a representative view on platforms in the near term. In several markets directly affected by and markets. We would also like to thank Ipsos for their the political uprisings, the structure of the media industry in-depth and rigorous market research, the insights 2 3 FOREWORD: DELOITTE Santino Saguto Partner, Technology, Media & Telecommunications Leader for the Middle East Deloitte & Touche (M. E.) We are pleased and honoured to have contributed to of which have seen dynamic shifts in the media industry digital platform is the driver for growth in total advertising We would like to express our sincere gratitude to the fourth edition of the Arab Media Outlook, which over the last year. While the last edition highlighted spend across the region in the next few years given the everyone who has contributed to the research and has acquired the reputation of being the definitive the trends in local content development, this edition favourable demographics of the region and high levels analysis that enabled the preparation of this report. We publication on the media industry in the Arab region. provides insightful commentary on the evolution of the of technology adoption. The study also examines the are proud to have supported Dubai Press Club and thank As with previous editions, this publication highlights the local content industry by platform. Four major types of shifting of geographical hubs for TV production from them for the opportunity to work on this project as well changing media landscape and shifts in consumption contents are included in the regional analysis: TV Series, traditional markets such as Egypt and Syria to the Gulf as their commitment and support. patterns; it also projects revenues from advertising, Movies, Sports, and Music. This year’s thematic topic titled region and the emergence of new content niches in the print copy circulation, online and pay-TV up to 2015. “The Arab Media Revolution” discusses the impact of the Arab region such as animation. Working closely with the Dubai Press Club team, we political uprisings on the long term future of the media have appreciated their very high professional standards industry and asks some searching questions regarding throughout the development of this edition. The Deloitte the evolution of media regulation and
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