Jumping into the spotlight

Last month, Talfazat.com, an Arabic language online TV portal operated by JumpTV, launched operations, replacing JumpTV Arabic. Digital Broadcast spoke to Talfazat GM Amir Hegazi, about the company's strategy to bring Arabic language-online TV services into the mainstream.

Broadcast networks the world over are establishing online content delivery platforms in a bid to maximise audience numbers and generate new advertising revenue. Some have chosen to develop their own proprietary technologies such as the BBC with its iPlayer and the NBC Universal/News Corp joint venture, Hulu.

However, for smaller broadcasters, the cost of online infrastructure investment often remains too great. Quite often, a viable solution in these instances is to outsource service provision to third-party organisations.

While YouTube is a straightforward and popular choice for broadcasters looking to post shorter clips and segments, hosting live TV presents a more challenging and complex proposition. It is a market occupied by a small number of organisations; one of which is JumpTV.

Last month, the US-headquartered company launched a new service, Talfazat, which offers subscribers exclusive access to Arabic language broadcast programming via the web.

Previously, Talfazat's parent company JumpTV, offered largely live, linear programming in Arabic, with a focus on sports and international stations. This service catered mainly to expatriate Arabic speaking audiences in the US and Canada, despite being available anywhere with an internet connection.

"I think it is crucial for TV channels to have an online presence," says Amir Hegazi, general manager of Talfazat. "It is important not only in terms of reaching new audiences, but also in terms of creating a community and getting feedback on your programming. It enables you to build a relationship with your audience."

JumpTV Arabic had been operating for two years prior to the creation of Talfazat, but Hegazi stresses that the new service represents more than just a re-brand.

"We had previously targeted niche users such as frequent travellers and expats. The new service will target a broader share of the market," he says. "The relaunched service mixes live and video on demand (VOD) services and an affordable pricing structure.

"Arabic language programming now accounts for one-third of all content viewed on JumpTV. We have come to realise that gaining mass appeal requires you to offer both live and VOD programming.

Although we were already offering JumpTV Arabic, we wanted to tweak this service for an Arab audience and also make a few changes to the JumpTV model. We've also been more aggressive with the marketing for Talfazat."

In addition to the new Arabic online service, JumpTV is also looking to pursue offerings on other platforms, however Hegazi admits that these are not the company's top priority.

"Mobile content delivery services are certainly something we are interested in pursuing in the long-term," he says. "However, in the short-term, we are focusing on some other exciting developments.

One such development is a set top box (STB) being developed by New York-based company NeuLion, which was recently acquired by JumpTV.

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