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INTRODUCTION

The Arab Uprisings have thrown the hopes and aspirations of the so-called Generation Y into sharp relief. Their fundamental role, not only as instigators of political upheaval, but also in shaping the future of Arab societies, is beginning to be recognised by national, regional and international players alike. The question of how to manage the expectations of this growing demographic, however, remains unanswered. There is a real imperative for political and civil society to improve their understanding of young people’s needs in a region currently experiencing extreme fragmentation and disillusionment.

In the wake of the Arab Spring, young people are often painted as the perpetuators of disorder and one of the reasons behind the fragile security of certain states in the region and beyond. What this trope fails to recognise is that the vast majority are simply young people who wish to be heard, to be given platforms through which they can voice their ambitions and their frustrations, who want to contribute to the success of their societies and nations. Their wishes are not dissimilar to those of their European counterparts but the political context has seen them pushed to extreme measures and, at times, behaviour. Equally, it can be argued that the growth of conflict and violence in the region has made young people more susceptible to extremist narratives than ever before. However, it is also clear that a pervading sense of disenfranchisement and disempowerment continues to fuel their resentment.

If we unpick some of the individual success stories of the region, from the rising number of start-ups to the growing use of alternative media as a means of self-expression, we begin to see a generation that is much more innovative, business-minded, multicultural and sophisticated than ever before. This is a generation which is highly educated, active online and which is trying to discover new ways of dealing with its apparently bleak prospects. Like their northern neighbours, young Arabs are feeling the effects of a recession, brought about not only as a result of global economic conditions, but also by a heavy reliance on public sector employment in countries where the state can no longer financially sustain the bloated workforce common to authoritarian regimes. They are, however, finding entrepreneurial ways of overcoming these issues, despite the fact that they are dealing with structures and systems which are often operating in opposition to them.

Against this backdrop, public institutions are failing to offer the younger generation of the the support and opportunities that they need. The public media sector is case in point, apparently unwilling to provide them with a voice or representation and, thereby, minimising their ability to participate in public life. On the one hand, this is understandable in a region that is yet to define the role of public service broadcasting which can serve its specific needs and, in particular, reflect the diversity of its societies. But it is imperative that broadcasters begin to realise the important role that they can and must play in the political and social awakening of the younger generation.

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The “Youth on Screen” initiative, implemented by the EU-funded MedMedia project, was born out of a growing desire amongst youth civil society groups and broadcasters in the Southern Mediterranean Region to tackle the issue of youth representation on television head on. “Youth on Screen” not only looks at the structural deficiencies which have meant that the voices of young people remain unheard within media broadcasters but also at representational issues, namely the paucity of television content which deals with youth- related matters.

This paper will endeavour to identify potential next steps for dealing with the target issues. It is based on discussions held during a series of workshops which brought together civil society representatives in , Ramallah, , , and Algiers between October 2015 and June 2016 as well as a number of informal interviews and focus groups with key stakeholders and young people across the region.

It is fair to say that young Arabs’ quest for voice and identity faces similar challenges across the region. And these challenges are multiplying with the growing influence of non-state actors and an escalating refugee crisis as well as a greater emphasis on ethno -sectarian discourses. Trans-national issues and processes have never been so important.1 However, this is not to say that each country is not without its nuances and specific challenges. Youth programming which works in may not enjoy a similar resonance in or . The scope of this paper is to consider the regional challenges and opportunities for youth broadcasting in the Southern Mediterranean Region, whilst at the same time recognising the importance of country-specific concerns.

There are more things connecting young people around the world today than ever before. In this case the much desired bridge between the Mediterranean countries could indeed be their youth. The report covers the following subject areas:

 Youth in the MENA region, who they are, what their issues are and how they are consuming media.  An overview of youth-related content in the region, looking at what has changed since the Arab Uprisings, what currently exists, how it is being watched and what young people feel is missing from television schedules.  The challenges to developing youth-related content and how they might be overcome.  The role that innovative and relevant formats can play in the region.

1 http://pomeps.org/2016/07/13/transnational-diffusion-and-cooperation-in-the-middle-east-and-north- africa-a-conceptual-note/ 3

METHODOLOGY

The research for this report took place during the period from October 2015 until July 2016. It includes an analysis of findings from the following: workshops that were held across the region, structured interviews with key media stakeholders, semi-structured interviews with media professionals and young people, and focus groups that took place in and Tunisia.

The Youth on Screen workshops took place on the following dates:

 Amman, October 2015  Ramallah, November 2015  Tunis, January 2016  Cairo, March 2016  Beirut, March 2016  Algiers, April 2016

This report contains analysis based on discussions and interviews that took place during these workshops. In attendance at all of the workshops were representatives from across the media and civil society communities in each country. Media representatives included senior management from national public broadcasters, media regulators and academia. Civil society representatives at the workshops were chosen by MedMedia’s CSO partner for Youth on Screen, Net-Med Youth, UNESCO’s Southern Mediterranean youth initiative.

In addition to the workshops, a series of interviews with media practitioners and young people from across the region were also conducted. Face to face interviews were conducted at a number of the workshops, at events during which the MedMedia project was present, for example World Press Freedom Day in Helsinki, May 2016, and on an ad hoc basis in country. A total of 16 structured interviews were evaluated alongside 12 semi-structured interviews.

Two focus group discussions were also conducted, one in Amman and one Tunis. Both consisted of between 8 – 10 young people, aged 18 – 28. These were recruited through contacts that the project has in country. Each lasted up to 2 hours and considered elements such as media consumption habits, perceptions of national youth programming and national broadcasters as well as formats and content that proved popular across that age group.

All of the quotes referenced in this report were taken from either structured or semis- tructured interviews and focus groups.

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1. WHO ARE THE ARAB YOUTH?

Understanding the new demographic of Arab youth is vital to the development of initiatives aimed at dealing with issues of governance and social cohesion in the Southern Mediterranean Region. While we recognise that the concept of youth has become very nebulous, this report will use the broader UN definition of youth as people aged between 15 and 29 years. Figures on how many people this actually entails vary considerably. According to the latest OECD report, the youth population in the MENA region now numbers around 48 million.2 The latest Arab Youth Survey however puts this figure closer to 200 million as it includes anyone up to the age of 29 in its description of youth.3 To put this into perspective, the 48 million figure makes up over 20% of the total population of the MENA region and 32% of people of working age. The figure of 200 million is closer to 65% of the total population. Both figures demonstrate the significance of addressing the needs and desires of this important and rapidly expanding demographic.

The term ‘the youth bulge’ has been used to describe the growing phenomenon of youth in the Arab world, attributing war, social unrest and even terrorism to a huge rise in the youth population (Gunnar Heinsohn 2003). Experts predict that numbers will continue to increase more rapidly than in other areas of the world. However, there has been a tendency to reduce young people in the region to statistics defined by the events of the Arab Uprisings and subsequent episodes of protest and unrest rather than considering them as young adults with the same hopes and desires as other people. A recent Chatham House report entitled “Young Arab Voices, Moving Youth Policy from Debate to Action” notes that this type of conjecture can see the young people’s aspirations for engagement and involvement in determining their futures ignored. 4

People in the target age group are a completely different generation to their predecessors. They are better educated, due to a combination of good levels of historical investment in state education with deliberate endeavours by Arab governments to increase rankings on indices and meet global development goals and indicators (Arab Dawn, Bessma Momani). Literacy rates in the region have soared. The use of social media and the internet sees a well-connected cultured generation of young people who want the freedom and success that they believe their European or American counterparts enjoy. They are critical of their governments, of corruption and under-representation, as has been seen in the wake of the Arab Spring. There has, however, been a shift in the

2 This report can be found here http://www.oecd.org/mena/governance/Youth-in-the-MENA-region.pdf and contains a number of tables and charts outlining the breakdown by youth groups as well as projected growth of the size of youth populations in the region. It is worth noting that these figures include the countries of Egypt, Jordan, Libya, , the Palestinian Authority, Tunisia and Yemen (note that the MedMedia countries of and are not included in this figure.) 3 http://www.arabyouthsurvey.com/en/home/insights/2 4 https://www.chathamhouse.org/sites/files/chathamhouse/publications/research/2016-05-13-young-arab- voices-spencer-aldouri.pdf 5

concerns of young people in the region with rising violence and conflict prompting an unsurprising desire to see stability over democracy.5 This needs to be recognised when considering youth engagement in the political and public spheres.

One of the main factors that define this generation is the number of young people in the region who are unemployed. According to the World Bank, youth unemployment in the Middle East averages around 21% and, in North Africa, the figure may be as high as 25% -- more than anywhere else in the world.6 The International Labour Organisation puts the actual figure at 75 million.7 An estimated 30% of unemployed young people are university graduates. This, combined with widespread disillusionment with the political class, sees them currently detached from any official form of participation. 8 There are few platforms through which they can actually participate, politically or otherwise, a fact which alienates them still further from conventional and mainstream structures of governance.

All of these issues, coupled with a lack of national or regional role models, see young people across the MENA region struggling to find inspiration from mainstream platforms. Instead, they are turning to alternative sources of knowledge, culture and communication. Social media has become the main vehicle for this, a “replacement for the public sphere” (Arab Youth Survey 2016).

5 http://www.arabyouthsurvey.com/uploads/whitepaper/2016-AYS-White-Paper-EN_12042016100316.pdf 6 http://web.worldbank.org/archive/website01418/WEB/0__C-301.HTM 7 http://www.ilo.org/global/about-the-ilo/newsroom/features/WCMS_154078/lang--en/index.htm 8 Chatham House ‘Young Arab Voice’ report found here https://www.chathamhouse.org/publication/young- arab-voices-moving-youth-policy-debate-action 6

2. WHAT ARE THEY WATCHING?

“Young people are not interested in the mainstream way” Male, 16 – 34, Jordan

Media consumption across the region has seen a huge sea change since the Arab Spring. Whereas, prior to the uprisings, the focus was on television broadcasting, the last five years have seen a dramatic increase in the use of mobile and social media as a platform for viewing and sharing content. The global digital revolution combined with a new experience and understanding of the potential for communication and mobilisation which social media can offer has shifted what was traditionally a very broadcast-focused region to one that is truly digital. The 2015 Arab Media and Society report describes the combination of social media and newly formed satellite stations as “bitterly contested conflicts between youth-driven protest movements and governments”.9 According to the latest Arab Social Media Report, more than half of users in the Arab World are using social media mainly to “connect with people’’ whilst the second main reason for accessing these platforms was “gaining information, watching videos”.10 One of social media’s key benefits was cited as “offering entertainment features”. 11 Young people make up the bulk of social media users in the region with 77% of users aged 16 to 34. 12 Facebook and YouTube remain the most accessed channels for viewing and sharing content. In terms of news, not unlike their counterparts around the globe and in the Northern Mediterranean, the Facebook news feed is the principle means of keeping up to date on national and international events.

“The good thing about Facebook is that the information comes directly to you and to your newsfeed. You do not have to look for it on TV and there's not specific and unique time and place to get that information.” Male, Tunisia, 16-34 “I never watch news on TV but I use smartphone apps to get the latest news”. Female, Tunisia, 16-34

The prolific use of digital platforms has changed the format and nature of television programming and production in the MENA region. Young audience are seeking shorter clips, bite-sized extracts that are shareable and easily consumable on the move. Transnational media flows see them accessing higher-quality content than before and sharing it through the various social media platforms. As a result, state television in all countries is seen as archaic and not relevant. Public broadcasters have not been able to

9 http://www.arabmediasociety.com/?article=901 10 file:///Users/aidakaisy/Downloads/ArabSocialMediaReport-2015.pdf 11 ibid 12 ibid 7 keep up with the proliferation of media platforms; they have yet to modify or update their content whereas young audiences’ choice and access to varied content has been radically enhanced. Even those public broadcasters which have adopted social media platforms are yet to appreciate fully how it can bring added value to television rather than simply replicate broadcast outputs online.

In some of the countries covered by this briefing, the media has come under severe pressure from the authorities in an attempt to crush opposition and dissent against unstable regimes. In Egypt and Syria for example, social media has been the target with a crackdown on bloggers and activists sometimes resulting in Twitter or Facebook being temporarily shut down. Physical and verbal attacks on journalists have contributed to a situation whereby television is again being co-opted as a means of government propaganda and power.

“The only time anyone watched TéléLiban is when the World Cup was on.” Female, 16-34, Lebanon “Nobody watches the government channel in Jordan unless they are sitting with their parents.” Male, 16-34, Jordan “TéléLiban have been trying to bring in youth programming but the problem is that no one watches TéléLiban, they are not used to watching it, so it goes unnoticed.” Male, 16 – 34, Lebanon

The Gulf operators such as MBC and MTV are the channels which enjoy the greatest popularity amongst young people in the region and this is mainly for their reality television competition shows such as “” and “The Voice”. Due to far larger operating budgets, production values at these channels are much higher than at their public counterparts, with the rights to high-profile formats being purchased from production houses globally. This has naturally created a tendency towards programming which resonates with a Gulf audience, a factor which has a significant impact on their framing, style and narrative.

“LBC and Al Jadeed should be the main channels for young people but the production values of MTV are much better even though it is more niche. People watch it for its high production values.” Male, 16-34, Lebanon “What do young people in Jordan like? They do like comedy a lot but they feel it has become vulgar. So they have turned to musalsalat, Turkish dramas, MBC.” Male, 16-34, Jordan

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“Youth have got sick of violence. They are looking for music and happiness.” Male, 16-34, Palestine

The dominance of these channels and their country-specific counterparts, such as MTV Lebanon and MBC Misr (Egypt), means that young audiences are, for the most part, exposed to comedies, dramas (or musalsals) and reality television much of which is competition focused. And although production values13 are high, media ethics and principles are low. While public television struggles to produce anything of high enough quality to compete with MBC or Al-Arabiya, some of the newer local television stations have begun to take this on board. The root of the problem, however, still lies in lower budgets and financial restraints meaning young audiences are continually turning to and sharing content from the Gulf channels.

In general, there has been little change in content produced for and by young people in the last five years since the Arab Spring. There is still a lack of young voices and faces on screen, private or public channels. High-budget, high-quality productions aimed at attracting big audiences and financing mean that television’s role in delivering strong role models for Arab youth is compromised.

“First thing for a programme to be considered as a youth programme, the presenter has to be young as well. The average age for Watania presenters is 45!" Male, Tunisia, 16-34

Where development in youth programming has been seen, with public service values at their core, this has, for the most part, come as a result of media development projects and funding. Television shows such as “Shababeek” (supported by the Deutsche Welle Akademie) and productions by Al Wattan Television, both in Palestine, have made significant progress in delivering relevant youth programming which deals with some of the key issues that young people in the region face today. Al Wattan’s main priority is to produce what its director, Muamer Orabi, terms “social-aspects shows” covering unemployment and poverty for and by young people.

2.1. Case study 1

Ramez Beyl’ab Bel Nar, MBC, Reality television Egyptian actor Ramez Galal is well known across the region for his annual Ramadan shows which take pranking to the extreme and subject celebrities to what are essentially near death experiences. Following on from his 2015 series “Ramez Wakel El-Gaw” (Ramez is the Owner of the Air) which saw celebrities duped into believing that his/her plane was going to crash and included a guest appearance from

13 Production values refers to the technical qualities used to produce artistic performances, in particular in film or television. 9

American socialite Paris Hilton, Ramadan 2016 saw the introduction of “Ramez Beyl’ab Bel Nar” (Ramez is Playing with Fire) which puts the victims in situations where they appear to be at risk of being burned alive. The show plays on the humiliation of celebrities for cheap laughs and has inspired a number of similar shows across the region such as “Mini Daesh” in Egypt, a show which tricks celebrities into believing that they are being kidnapped by ISIS, and “Hani Fil Adghal” (Hani in the Jungle) where a lion attacks celebrities who are apparently on a safari holiday. All of these shows have received criticism for their brutality of jokes and poor humour, yet they continue to draw young audiences in the millions and generate vast profits for the channels. Some of the criticism levelled at these shows has included the role they play in normalising acts of terrorism and violence.

2.2. Case study 2

Adel Karam, MTV Lebanon, Hayda Haki, Talk Show/Comedy “Hayda Haki”, one of the most watched TV programmes in Lebanon, is a talk show supposedly in the style of Jon Stewart’s “Daily Show” or “Al Barnamag” hosted by Bassem Youssef in Egypt. Aimed at a specifically Lebanese audience, it relies on stereotypes and nationalistic clichés to win over audiences. His show has been described as a “cheap parade of machismo, sexism and homophobia”14 but is still one of the most popular amongst youth audiences in Lebanon. This trend for what has more recently been described as “vulgar comedies” has spread across the region. Adel Karam himself has been described as a vulgar Jay Leno.

2.3. Case study 3

SA’AT Comedia, Roya, Comedy hour Jordan’s Roya TV was launched in 2011 with a remit to create programming for the Jordanian public which was relevant and entertaining. The combination of home- grown dramas, comedy and talk shows has proven very popular with Jordanian and even Palestinian youth audiences as they have focused on local issues, supported local talent and used local production houses. Roya’s Amman-based team are predominantly under the age of 35 and, therefore, their focus has been on creating programmes aimed at this demographic.

“Roya is the ultimate solution for this (young) audience. It sets standards. Most of the people who work there are young people, a lot of the programming is aimed at youth, a lot is political but even these seem to be aimed at young people…and a big draw is Roya’s availability on social media.” Male, 16-34, Jordan

14 https://blowyourmindaway.wordpress.com/2014/04/29/what-makes-adel-karam-the-most-crappy-host-on- national-tv/ 10

3. IDENTIFYING THE CHALLENGES

There are a number of factors which contribute towards the dearth of content aimed at young people in the Southern Mediterranean. These are having a notable impact on both structural and representational issues related to youth content: not only are young people not positively represented on screen but they are also absent from the institutions of public media. Recognising these challenges will help media development projects and reform initiatives to be more realistic and progressive in the context of what is often a difficult and fluid situation.

3.1. The political context

While the last five years since the Arab Uprisings have seen some of the countries in the region transition towards new forms of government and, in some cases, embrace elements of democracy, the overall political context in the region is one that is polarising and lacking in the infrastructure necessary for the media to fulfil their normative public service remit.15 Whilst each country faces its own challenges, there are a number of common threads. The increasing concern with radicalisation has seen governments clamp down on freedom of expression, freedom of movement and plurality across the board. Perhaps the only exceptions to this remain Tunisia and Lebanon although, even in these two countries, civil society and newly defined state institutions are still embryonic and have yet to become fully enabling.

The fluidity of the political situation in the region coupled with a rise in violence and an over-riding concern with security means that the focus of much of the content produced by the media, in particular state-funded public broadcasters, has to be on news and current affairs.

“Palestinian circumstances mean things are changing constantly. What is acceptable and what isn't therefore also changes. Political circumstance governs broadcasting… if there is an issue with Israel and then we report something about George Clooney we get push back. It is inevitable.” Oday Ghazawi, Presenter, Palestine Broadcasting Corporation.

This is having an impact on innovation, scheduling and programme development which in turn means that investment in youth programming takes a back seat to daily news and political coverage.

Again, as a result of increasing concerns with youth radicalisation and the possibility of further uprisings, the political sphere remains wary of providing the younger

15 http://downloads.bbc.co.uk/mediaaction/pdf/policybriefing/after-the-arab-uprisings-sept-2015.pdf 11

generation with platforms for self-expression. Young people are seen by the political class as troublemakers rather than worthy interlocutors with the potential to make a valuable contribution to the rebuilding of their societies. As a result, this very paternalistic view of the 18–35 generation results in a mainstream media sector that is dominated by an equally paternalistic discourse. This has the effect of alienating a significant percentage of the young Arab population.

Working with new governments and key political stakeholders in order to develop self-belief in the younger generation will create a more supporting environment for youth programming across the region.

3.2. Slow pace of reforms

As a result of this political environment, legislative development and reform are often sluggish. The legal frameworks of previous governments still dominate and as such have ensured a minimal shift in the structural capacities of media institutions. This manifests itself both in a legal environment which is restrictive rather than facilitating and with key stakeholders and players from preceding establishments still pulling the strings of transitional democracies.

From the perspective of broadcasters, this creates a management culture which is risk averse and often reluctant to deliver change. As a result, programming content remains archaic and irrelevant with innovation stifled by caution and the desire to retain control. Institutions continue to operate from the top down, meaning that programme-makers are unwilling to explore unchartered territories and develop original content. At Tunisian Television (TTV) a project to transform Al-Wataniya 2 into a youth channel was quashed before its launch by a political old guard who were concerned that it might open Pandora’s Box.

Broadcasters are also dealing with the wider issue of overcoming both bureaucratic and budgetary restrictions to develop new formats. Despite new legislation which, in theory at least, gives public broadcasters greater autonomy from governments and a wider scope to deliver on their public service agendas, the backdrop of existing non-media legislation often overrides any positive developments that can be considered. At TTV, for example, an initiative to introduce internships and work placements for media students was usurped by civil service legislation which made this illegal.

Nouri Al Lajmi, president of HAICA, the media regulator for Tunisia, commented on the wider issue of unsupportive media environments and newly formed institutions such as media regulators which do not support efforts to develop programming for young people. “Regulators in the Arab world are currently not enabling,” he said. “The regulatory environment should encourage youth programming.”

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3.3. Declining revenues

Almost all the partner countries suffer from weak advertising markets and declining commercial revenues. Consequently, public broadcasters remain reliant on government funding to finance their outputs. And, in a region where trade and tourism have been negatively affected, as well as one where corruption in both the public and private sectors is rife, state funding is being cut rather than increased, particularly in the case of the media. New formats are often seen to be financially unviable when it is simpler to stick to tried and tested formulae.

“Both JTV and Roya tried to copy this format (reality competition shows etc. such as X-Factor and The Voice) but lack of funding means that the production quality is poor. Also we don’t have the talent to make these types of programmes attractive in any way.” Survey respondent

3.4. Lack of skills, education and training

The fragile status of civil society and academia is also having a negative effect on the media industry’s ability to create and support an environment which can deliver new types of programming for young people in the Arab world. Media schools and colleges are operating in isolation from the media industry itself and courses aimed at developing media talent and professionalism are rarely underpinned by real world expertise, internships and on-the job training. While the academic world is beginning to develop its offering, with institutions such as the Jordan Media Institute, Birzeit University Media Centre and the American University of Beirut honing their courses to suit the needs and requirements of the changing media landscape, a lack of coordination between them and the practitioner world means that a high proportion of graduates do not have industry-relevant skills. The concept of internships is relatively unknown in the MENA region and, as noted in Section 3.2, is often unsupported by legislation and the environment.

There is also a further opportunity to include youth programming in media curricula in colleges and universities. Since the majority of these students are themselves the target audiences for youth programming, they could offer valuable insights into ways of delivering new formats for their generation. As it stands, many media curricula back to the 1950s and 1960s and have yet to be updated to reflect contemporary needs.

There is also an urgent need to upgrade the quality of training offered to media professionals. Hanadi Masoud, Head of International Relations at the Palestine Broadcasting Corporation, suggests that the problem is not so much the lack of

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training opportunities but more that the majority of training is designed without properly assessing the needs of would-be beneficiaries and the existing gaps in programming. She believes that a better system for devising training which is geared to addressing perceived needs is required in order to develop much-needed talent and skills.

3.5. The culture of journalism

All of the above factors, combined with a lingering distrust of journalism which stems from previous state control of the media and its agents, mean that employment in the media is still not highly regarded by talented young people in the region. Saba Bebawi, author of “Investigative Journalism in the Arab World”, discusses the “culture of journalism” in the MENA region and the need to define “professional identities” which reflect the media context. She believes that Arab journalism needs to be redesigned and contested, and this needs to happen from within the younger generation. This generation can challenge the status quo in order to develop an environment for better practice which is better suited to them and their needs. However, related initiatives should also acknowledge other considerations such as the meaning of freedom of expression, impartiality, objectivity and balance in the context of the Southern Mediterranean Region.

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4. WHAT ROLE CAN INNOVATIVE FORMATS PLAY?

Clearly, pioneering content and programming could play a significant role in unravelling some of the issues which young people in the Southern Mediterranean region now have to contend with. Despite the identified challenges to developing new programming formats for young people, the positive impact that innovative and relevant television formats can have on governance and social conditions in the MENA Region is significant and investment in media reform and development which focuses on youth programming is vital. In a region where young people are feeling disempowered and unrepresented, the media can offer platforms and opportunities for expression, education and interaction.

4.1. Influencing attitudes and shifting perceptions

Public broadcasters have a duty to include the ‘public’ in their raison d’être. When, as is the case of the MENA region, the majority of the public are young people, broadcasters need to consider how they can contribute to the development of wider society by representing youth. Television is still the most popular source of information across the region and can reach a broad cross section of society. It can still provide a platform which will enable young people to present themselves as positive members of society and, therefore, broadcasters are best placed to influence perceptions and change attitudes towards young people.

“If governments of the region are truly interested in social and political stability, then there is a political incentive for them to engage audiences – especially youth audiences – in this emerging public sphere. “ BBC Media Action Policy briefing, “After the Arab Uprisings”, September 2015

4.2. Investing in young people: for youth by youth

“We can't tell young people to do something – we need to let them decide.” Oday Ghazawi, Presenter, PBC

Young people in the Southern Mediterranean are proving themselves to be innovators in their countries and, indeed, around the world. From digital technology to new business models and entrepreneurship, they are leading the way in terms of addressing the cultural and social needs of their societies. Not only do many young people set good examples to their peers but they are also proving that they can serve as good examples to the establishment.

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Consequently, there is an opportunity to include young people in creative and production processes in order to develop new forms of content which are interesting and relevant to their generation. Making young people stakeholders in the content that they are watching will ensure its significance as well as its modernisation. On a structural level it will contribute towards skills development and employment, building confidence and stimulating further innovation. On a representational level, it can offer inspiration as well as address the uncertainties, fears and social pressures which young people face.

4.3. Developing positive role models

“We need non-political heroes.” Muamer Orabi, Al Wattan Television, Palestine

The lack of role models for young people across the MENA region has been widely referenced by academics and policy-makers. The globalisation of youth culture has seen a shift away from local heroes to international celebrities. This phenomenon, combined with transitory political systems which struggle to provide basic services let alone employment opportunities, has led to a preponderance of media content which fails to deliver local success stories. Areas such as science, technology, arts and architecture all have significant potential to generate positive role models through improved media exposure.

4.3.1. Role Model 1

Mohammad Assaf, winner of Arab Idol 2013

Palestinian wedding singer Mohammad Assaf shot to fame across the MENA region and internationally after winning the second season of MBC’s hugely popular Arab Idol. Born in Libya and raised in Gaza, Assaf won over the hearts and minds of audiences equally through his unique sultry voice as well as his incredible back story and incredible journey, literal and metaphorical, to take part in the competition. His winning performance was a rendition of Ali al- keffiyeh, or Raise the Keffiyeh, a Palestinian national anthem spoke of unity amongst , reflecting on the relationship between Fatah and Hamas. His win was hugely applauded by Palestinians and Arabs around the world. He has been widely covered both in regional and international press and in 2015 a film about his life and journey has been made.

Since his victory in the competition, Assaf has used his fame to highlight some of the on-going conflicts and issues of the region, in particular the Palestinian cause. He has condemned the Israeli occupation of the West Bank and brought to light the insufferable situation of daily life in Gaza. In an article in the Guardian, he stated ‘I’m 25 now, and there have been Israeli military

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campaigns regularly throughout my life, with entire communities being destroyed. That doesn’t mean we just give up. In life you have to keep trying to overcome oppression.16

4.3.2. Role Model 2

Wodjan Ali Seraj Abdulrahim Shahrkhani, Olympian 2012 & 2016

Ms. Shahrkhani became the first Saudi Arabian woman living in to represent the Kingdom in an Olympic competition, competing at both the London and Rio Olympics in 2012 and 2016 respectively. She made history in London when the IOC reversed its policy on competitive sports attire and allowed her to compete in the judo competition wearing a cap-like hijab.

While Shahrkhani’s participation in London was lauded and applauded around the world, she received much criticism from within her home country. She was labeled a prostitute and received racial abuse from amongst the religious community and Saudi Arabian public. Despite this, she made a decision to compete again in Rio four years later.

4.3.3. Role Model 3

Yusra Mardini, Olympian, Rio 2016

This courageous 18-year-old rose to fame when she swam for the Refugee Olympic Athletes team in Rio earlier this year. A Syrian who had trained in her home country under the Syrian Olympic team, Mardini’s life was torn apart during Syria’s civil war. In 2015 when eventually life became unbearable for this young swimming star, she undertook the journey across Lebanon and Turkey before joining many other desperate refugees in crossing the Mediterranean. On their way to the island of Lesbos, the engine of the boat they were travelling on seized. Yusra and her sister both jumped into the water, dragging the boat and its refugee passengers towards shore. After experiencing abuse and marginalization in Greece, the sisters then carried on their journey through Serbia, Macedonia, Hungary and Austria eventually arriving in Germany 25 days after leaving her homeland.

It was when in a refugee camp in Germany that Mardini was put in contact with a swimming club in Berlin who saw her potential and put her forward for the Rio Olympic games. In August 2016, she competed in the 100 metres freestyle and the 100 metres butterfly winning one of her heats.

16 Assaf, Mohammad. ‘I came to London as Arab Idol winner: but as a Palestinian my sense of injustice is always close by.’ Guardian 7 Jan. 2015 found online here at https://www.theguardian.com/commentisfree/2015/jan/07/arab-idol-winner-westminster-palestinian- injustice 17

In an interview with the BBC, Mardini says "I want to be an inspiration for everyone," she says. "It's not that I have to help, but that deep in my heart I want to help refugees."

4.4. Educating and informing the public

Innovative content can also play a vital role in educating young people. As previously noted in this paper, the partner countries provide few opportunities for skills development. And, while there is room for more documentaries or educational children’s programming, there is also a need for more content which delivers information on a societal level, in particular content which deals with the local and national issues that are impacting on the daily lives of young people.

“If we had good national Jordanian dramas young people would watch them.” Male, Jordan, 16-34

The tried and tested formulas of the musalsals, reality television formats and talk shows have great potential to deliver new messages and narratives which will make public television current and relevant to the growing youth demographic that is coming to define the MENA region today.

5. RECOMMENDATIONS

 Public broadcasters need to adopt a less top-down approach in order to engage with young people.  Understanding youth audiences, their requirements and needs, is crucial in order to create content that is relevant and involving.  Modernised versions of classic television formats still have a place in television schedules.  National broadcasters need to push their content out to young people on the platforms they are accessing rather than carry on attempting to pull them back to traditional platforms.  Trans-national and cross-border collaborations can offer shared expertise and experience as well as content.

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