This episode of the “Finjan” program discusses an engaging debate about the future of television in light of the challenges posed by modern technology and competition with global streaming platforms like Netflix and Amazon. Abdul Rahman Abu Malh hosts Ali Jaber, the head of MBC Television, who shares his vision on how MBC is facing the rapid changes in the media world. The discussion touches on the challenges related to declining viewership and advertising revenue, and how the internet has changed the traditional game rules in the television industry. The guest also discusses how MBC deals with Arab production, including the shift towards more specific and suitable works for the local audience, and emphasizes the importance of collective writing in developing content. It is worth noting that Ali Jaber emphasizes that MBC is not just a television channel, but a comprehensive company focused on content creation and distribution across multiple platforms. The discussion also addresses the cultural differences in artistic production and their impact on the audience, noting how censorship and social restrictions affect creative freedom. This episode is not just a review of the media industry; it also addresses how media institutions are adapting to the significant changes happening in society in the digital age.
Challenges of Traditional Media in the Digital Age
Traditional media, especially television, is one of the media that faces significant challenges in light of the digital transformation that the world is witnessing today. With the increasing use of the internet and live streaming applications like Netflix and Amazon Prime, audiences are increasingly shifting towards digital content that provides them with freedom of choice and convenience. This shift has led to a decline in viewership rates for traditional television channels, making them seek new ways to remain competitive.
Through this dynamic, the importance of understanding how traditional television companies like MBC are moving forward becomes prominent. These channels find themselves forced to reevaluate their strategies. They need to provide content that attracts viewers and can compete with the massive productions offered by digital platforms. Additionally, reliance on advertising has become a challenge after advertising revenues have significantly decreased. This situation requires thinking of new revenue models, such as subscriptions or partnerships with digital platforms.
Currently, MBC is seeking to enhance its digital presence through the “Shahid” platform, and this step is considered a response to the rapid changes in viewer behavior. However, it must develop content that suits the preferences of an audience that leans towards new and innovative stories, which requires a significant investment in writers, directors, and actors who can deliver content that aligns with this trend.
MBC Strategies to Compete with Digital Platforms
MBC has a clear strategy to compete with digital platforms that are gaining increasing popularity. This strategy relies on developing original and engaging content that meets the needs of Arab audiences. Through the “Shahid” platform, MBC aims to offer a diverse range of content, including dramatic shows, comedies, and documentaries, providing viewers with multiple options.
One of the important elements in this strategy is the focus on producing local content that addresses social and cultural issues that matter to viewers. Through this step, MBC tries to build a strong identity for Arabic content that reflects the community’s experiences and enhances belonging. Collaborating with local writers and directors is also a necessity to provide narratives that express contemporary issues.
The use of technology also plays a significant role in this strategy. By improving the user experience on the “Shahid” platform, MBC can attract more subscribers. This means enhancing the user interface, increasing the loading speed of content, and providing uninterrupted viewing options. MBC should also adopt technologies like artificial intelligence to analyze viewer behavior and tailor content according to their preferences.
Opportunities
The Challenges of Arabic Content Facing Global Competition
The Arabic content industry is facing significant challenges and opportunities. On one hand, there is an increasing need for producing content that meets global standards, which requires Arab writers and producers to be aware of the latest trends in media and entertainment. On the other hand, there is ample room for growth, especially with the rising interest in Arabic content from global audiences.
Digital platforms represent a prime opportunity for launching Arabic content that transcends geographical boundaries. With an audience that constitutes a large segment of Arab viewers in the diaspora, dramatic works and comedy shows can find their way into the hearts of many viewers in various places. However, achieving this goal requires coordination between local companies and foreign producers to ensure quality and competitiveness.
Nonetheless, the challenges posed by censorship and cultural restrictions that may affect production should be taken into account. These restrictions can weaken Arab producers’ ability to express their ideas freely, which may negatively impact the quality of the content presented. Therefore, the issue of freedom of expression remains one of the fundamental issues that must be addressed to ensure the sustainable development of the Arabic content industry.
The Shift from Traditional to Digital Television
The transition from traditional to digital television represents a qualitative leap in how content is consumed. This shift has brought about radical changes in the way viewers interact with content, as they can now choose what to watch at their convenience. This flexibility means that traditional television must adapt or risk losing a significant audience.
The “Shahid” platform is an example of how MBC has responded to these changes. By providing multiple viewing options, the platform has become attractive to a new audience, particularly young people who prefer digital content. “Shahid” offers a diverse range of content including series, films, and various programs, enabling it to compete better with other platforms.
Additionally, MBC should adopt new marketing strategies to promote its digital content. These strategies can include social media advertising campaigns, collaborations with influencers, and creating interactive content that grabs attention. By doing so, it can enhance its digital presence and attract more viewers to its platform.
Creative Freedom and Challenges in Television Production
Creative freedom is one of the most important elements that distinguish television production at MBC, as it is seen as a core part of the channel’s success and audience attraction. This freedom is not just an option, but a responsibility stemming from the content creators’ desire to present works that resonate with the reality of the Arab viewer. Ramadan series, for instance, reflect social and cultural issues relevant to the audience. Every Ramadan, the channel faces campaigns from entities that reject the displayed content; however, MBC remains unaffected by these pressures, holding a substantial audience base of over 150 million viewers. This is due to the channel’s commitment to presenting content that reflects the aspirations of society and transcends the criticisms it may face.
When discussing creative freedom, the issue of managing content in line with community values comes to the forefront, as MBC emphasizes the importance of balancing freedom of expression with respect for cultural heritage. When decisions are made to withdraw certain series, this does not result from external pressures, but rather stems from an internal vision and careful evaluation of the content. This boldness in decision-making reflects a full awareness of the responsibility towards the audience, where errors are addressed transparently without any shame.
In recent years, MBC has introduced new experiences in producing series, focusing on dramatic works that follow new methodologies and adopt a soap opera style. This step is considered bold, as it requires significant investment in production and continuous interaction with real-life events. Alongside this, this experience is not merely an imitation of Western models, but an attempt to produce content that suits Arabic culture, contributing to raising the level of quality and productivity.
Challenges
On Importing Ideas and Collaborating with Other Cultures
The challenges of television production also include importing ideas from foreign series, such as soap operas. At a time when these ideas were considered new, MBC sought new ways to present content that resonates with Arab society. Although some ideas may be old in other contexts, MBC takes them and reinterprets them to align with Arab values and traditions. This process is not easy; it requires a deep understanding of local culture and the ability to innovate.
Works like “Al-M inheritance” represent bold steps in attempting to transform traditional ideas into modern content. Even though this concept may be old in some markets, it has found remarkable success in the Arab world, indicating that the audience is ready to embrace new experiences as long as they meet their needs. This reflects the channel’s ability to integrate cultural values with modern requirements, a challenging equation that demands innovation and flexibility.
When looking at programs like “Arab Got Talent” and “Arab Idol,” we find that MBC plays a role in presenting global templates but with targeted Arab content. By utilizing Arab talents who perform classical works like “Umm Kulthum” and “Abdel Halim,” the channel effectively conveys Arab culture to a wide audience. These strategies contribute to the transfer of culture and its rapid dissemination, while also enhancing Arab identity in a competitive global media landscape.
Training and Building Creative Capabilities in Television Production
MBC believes in the importance of training and building creative capacities as an essential part of its production strategy. Investing in training not only improves the quality of artistic work but also graduates a new generation of stars and creatives who can deliver diverse and high-quality content. Through training programs, the artistic and production skills of talented individuals are developed, enhancing their competitiveness in global markets.
The focus on soap operas as a field for training does not only mean producing series; it is also a means of nurturing talent. Through this type of production, the skills of actors and technicians can be developed, leading to an overall improvement in production quality. The television industry requires a trained and qualified workforce, and MBC is at the forefront of channels that invest effectively in this aspect. Success in this field requires dedication and perseverance, which is what MBC seeks to promote among its team.
Furthermore, these efforts contribute to creating a competitive environment that drives workers to always provide the best. With new projects requiring innovative ideas, it becomes imperative for producers, directors, and actors to be prepared to face challenges continuously. This dynamic reflects the ongoing development in the Arab media industry and contributes to enhancing MBC’s status as a leading channel in this field.
The episode was summarized using artificial intelligence ezycontent
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