Localized content and home-grown local production would be the best tool for extensive reach— says IDC
There is a growing focus on how the broadcasters in the Middle East can offer a unique experience and provide consumers with compelling editorial content. One underdeveloped area in the Middle East is the production and delivery of localized Arabic-language content to a Pan-Arab audience. IDC asserts that differentiation, hybrid models of content production, and a focus on youth will ultimately be the keys to success.
“Broadcasters, advertisers, and media partners can begin to differentiate themselves in many ways, but the best way to do this is via content,” says Tracey Grant, program manager for digital media and broadcasting, at IDC Middle East, Africa, and Turkey.
While the tailoring of proven global formats is undoubtedly becoming an increasingly popular strategy in the region, developments in other international markets show us that the explosion of global format acquisition tends to serve as a precursor to the emergence of proper home-grown productions. “Hybrid models that combine international format production with language adaption and home-grown local production are likely to be the key to success,” continues Grant. “Broadcasters are advised to focus on providing regional content that is both appealing and takes into account the diverse individual country preferences that must be catered for across this vast region. The youth demographic will be critical, and those broadcasters that can satisfy their wants and desires with tailor-made content will not only experience enhanced loyalty but also extended reach.”
