March 27, 2019

Content strategy vital to future of television

Even as digital platforms gain ground in the Middle East, the story-telling culture demands customised content for the region, says Arab Media Forum panelist

The biggest challenge to television is from social media. However, content will continue to drive television demand, according to a panelist at a session on ‘Future of Television’ at the Arab Media Forum on Wednesday.

Held under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the theme of the 18th AMF is ‘Arab Media: From Now to the Future’

Johannes Larcher, Managing Director of MBC Digital and Albert Shafik, Director of BC Extra News TV, said that customised content distributed fast and in real time were crucial to the future of traditional television.

Television channels should reduce talk shows in studios, as audience demand real-time information, explained Shafik. Also, news distribution should be quick in order to withstand competition from social media.

“Consumers are more empowered today. The future of television will depend on how content is delivered,” said Larcher. In fact, TV maturity is changing and television content will be delivered over the internet soon, he added. MBC has about 100 million viewers in the Middle East while MBC Shahid, the premium Arabic VOD service, is doing extremely well, he said.

The Middle East is in the early stages of premium video consumption, said Larchar, who does not see a threat to television from digital platforms. “It is healthy competition because consumers, content creators and advertisers all stand to benefit.” YouTube engagement in the Middle East is more than anywhere else, he added.

Meanwhile, Shafik said that the culture of the Middle East is still of story-telling and word-of-mouth propaganda, which demands digital platforms deliver customised content for the region. Social media has user-generator content. Social media and traditional television can easily co-exist, he added.

Digital platforms have unlimited space, where consumers can watch their programmes anytime and anywhere, while television has a limited time of 24 hours. So, the winner will be the one delivering fresh and live content.

Social media has user-generated content. There needs to be a symbiotic relationship between social media and traditional TV, according to Shafik. Latest statistics available reveal 90% of the audience watched traditional television in the Middle East while 60% listened to radio, said Shafik. There is no data currently available for digital viewership, he said.

The two-day AMF organised by the Dubai Press Club will feature over 75 speakers and 200 prominent media figures representing more than 20 countries from across the Arab region and the world.