Eye on Jordan

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Several major international productions have selected Jordan over rival regional destinations with 2007 proving to be a particularly successful year for the country.

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Several major international productions have selected Jordan over rival regional destinations with 2007 proving to be a particularly successful year for the country.

Jordan has recently made international headlines with big names from the media industry turning to the Kingdom. John Parnell takes a look at some of the country's recent successes and where its production industry is heading.

There was a time when Jordan was just an exotic location in the eyes of Western filmmakers and the only support on offer locally was good hospitality.

A lot has happened since Lawrence of Arabia was shot in the kingdom back in 1962 and Jordan has now proved itself capable on several fronts across the production industry from full-length features to 3D animation.

Recently, the market has been able to take an increased role in the films coming to shoot there and has also developed some of its own domestic successes which have gone on to receive acclaim at some of the world's most prestigious film festivals.

This new success in the film market is built on Jordan's more established TV production industry. Jordan punches above its weight on this front with several production houses and animators enjoying the limelight in recent years.

Media company Rubicon was propelled into the international spotlight in 2007 after a landmark deal with MGM. Rubicon's licensing and merchandising division is tied with both MGM and the Japanese licensing entity Sun R&P.

"These alliances have allowed us to move closer to realising our dream of going international in the animation, licensing and merchandising business," says Randa Ayoubi, founder and CEO of Rubicon. "Location based entertainment has been a major market segment for Rubicon, which - in partnership with MGM studios - is developing entertainment concepts from design, to implementation for mixed-use destinations around the MENA region.

Rubicon's role in this deal is to use its knowledge of the regional entertainment and media sectors, and the local culture to harness MGM brands the most effectively. The MGM tie-up also sees the company produce Pink Panther & Pals for global distribution, as well as managing rights and merchandising in the Middle East.

"We want to be a Jordanian ambassador and show that Jordanian talent can create world-class content. We are attracting global attention and opening the door for other opportunities that will help take Jordan forward," says Ayoubi.

Production house Jordan Pioneers, is also looking to exploit close ties with a more established operation. The Sesame Workshop is an educational production house responsible for the long running children's programme Sesame Street. Jordan Pioneers have so far made two seasons of Hikayat Simsim, Sesame Street for Arab audiences.

"The relationship with the Sesame Workshop offers the local staff guidance, training and support in content development, educational research methods and production, following the Sesame Model," says Khaled Haddad, general manager of Jordan Pioneers.

"This process acts as a catalyst and creates several ‘ripple effects' such as network building, improving our technical capabilities and expanding our research capacity."

Jordan Pioneers is currently working on the third season of Hikayat Simsim as well as Jordan's first animated film, Yalla Fanous, (Follow the Lantern).

The adoption of a media strategy is not as recent a development as it may seem. Jordan Media City (JMC) opened its doors in 2001. The facility acts as the playout and uplink centre for ART, with the pay TV operator the largest tenant at the privately owned media hub. Although smaller than the other media freezones in the region, JMC has helped to establish a healthy TV production industry in the kingdom acting as a consolidator of both equipment and staff.

Amman-based Arab Telemedia Productions (ATP) claims to be the largest production house in the region. Over the past 25 years, it has created more than 5000 hours of TV programming. ATP offers its inventory of equipment for rent and supplies crew from pre- to post-production.

"Right now we have six projects in production simultaneously with over 1,200 crew and cast on location. We have around 300 full time staff, with about a quarter of those being creative.

Our rental inquiries vary from someone needing a camera crew for a small shoot, to post only services, dubbing, all the way through to co-production requests," says Talal Awamleh, owner and CEO of ATP. "These come from anywhere in the world, the region, and also from within the local Jordanian market."

Nadine Toukan, who was a producer on Captain Abu Raed, is director of strategy and business development at ATP.

"On the production end, the fact that it has been growing organically and through private investments without government subsidies is probably one of the healthiest indicators," says Toukan.

"It's been a tough journey, but those who have stuck it out now have a solid foundation and understand the industry, which in turn is encouraging for new investments. You have to keep in mind that very little of what gets made in Jordan is for the local market. We typically produce for the region."

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