Original content is key to attracting music lovers

Music television is loved by young people across the world, but especially in the Middle East. We asked two broadcasters how they get in tune with their viewers Manoj Matthew vice president, marketing and corporate communications, Real Media - Zee Network Hassan Suleiman regional executive director, Rotana

What are the ingredients of a successful Arabic music channel?
Manoj Matthew: Relevance and knowledge of the audience is very important. The right mix of content. Great packaging and programme grid are the other essential ingredients.

Hassan Suleiman: There are many elements for a successful channel, be it a music, general entertainment, news, religious or any other kind of channel. As for Rotana Music Channel, the most important ingredients are: distinction, good production, and up-to-date broadcasting materials.

Who are the most popular stars that viewers want to see?
Manoj Matthew: Nancy Ajram, Wael Kfoury, Elissa, Haifa Wehbe, Hussein El Jassmy, Amr Diab, Mariyam Fares,Ahlam, Rashid El Majed, Najwa Karam, Ruby. These are some of the favourite Arabic stars. Then, depending upon the flavour of the season, you have popular stars from the hip-hop or the rap genre.

Hassan Suleiman: Not all stars under the Rotana umbrella are viewed at the same level, but each one of them has a different look, character, style and line. Viewer preferences also depend on the accent he/she uses, be it Gulf, Egyptian, Lebanese or North African.




How important is it to have original content rather than just music videos?
Manoj Matthew: It is original content and local programming which differentiates any channel. This, along with packaging, enhances the channels and attracts viewers to it. It also gives an opportunity for viewers and advertisers to interact on air.

Hassan Suleiman: The distinction is one of the elements that leads to success. Rotana Music Channel is distinguished by being the first free-to-air channel that combines original content and video clips. We have original content and programmes of very high production quality standard. All these programmes revolve around music and entertainment.




How important is an interactive element, such as SMS?
Manoj Matthew: New media is one of the most important elements in any television channel. Zee Arabiya, from the day of launch, had different elements of interactivity, from SMS chat to games to contests. Over a period, we will further enhance our efforts to also include off-air games so that we are in constant touch with the viewer.

Hassan Suleiman: SMS is a way to measure the channel popularity. It is an indirect voting system to the material that the channel is broadcasting and, in addition, the origin of the SMS is an indicator of the country that the viewer is sending their SMS from. Although we get an enormous number of SMS to Rotana Music, there is still a dedicated Rotana Clip interactive channel in our bouquet. SMS is also an important revenue tool for the channel.




How do you build consumer loyalty to your channel?
Manoj Matthew: Viewer loyalty is built only by interacting with them. If you speak to them they respond. The channel must reflect their ideology and style. Zee Arabiya takes special care to keep building on this trust. From our VJ Hunt to the concerts we sponsor, to the new shows which will be on air from 2007 all reflect a constant one-on-one interaction with the viewer.

Hassan Suleiman: The material exclusivity that our channel enjoys is a major factor to gain consumer loyalty. In addition to that, respecting our viewers is another factor in building, maintaining and increasing the channel viewership loyalty base.




Are there too many music channels in the Middle East?
Manoj Matthew: There are many music channels in the Middle East but only one youth channel which forms a part and has youth as its core identity, Zee Arabiya. We are the voice of the Middle East youth.

Hassan Suleiman: There are more than 100 music channels in the Middle East. However, the question should not be how many music TV stations there are, but how many of those available on our decoder are really viewed. When you want names such as Elissa and Wael Kfoury and Hussein Al Jasmi, among several top stars, the viewer knows where to tune into.




How important is advertising to your channel, and how do you convince advertisers to spend with you?
Manoj Matthew: Like other channels in the region, Zee Arabiya is a free-to-air channel on Nilesat. Advertising is therefore of key importance. We give our advertisers more than the commercial airtime. There are in-programme product placements, sponsorship options for our ground events, online and new media options.

Hassan Suleiman: All our channels are free-to-air, thus advertising is the major revenue for Rotana Music. The market is becoming extremely competitive, yet Rotana Music is broadcasting excellent and exclusive content, thus enjoying high viewership loyalty all across the Arab world.




What are the cultural restrictions that you must respect when broadcasting music TV in the Middle East?
Manoj Matthew: Like any other country or region in the world there are cultural and religious mandates we need to respect. This is not only appreciated by the viewers but also advertisers in general.

Hassan Suleiman: We are part of this Arab world and we understand it well. There are more than cultural restrictions that govern the music material that we broadcast. It is the respect to our viewers that draws the line of what is accepted and not accepted. What we broadcast is what we accept to watch with our kids and families.




What innovations will shape the way that music TV is broadcast in the future?
Manoj Matthew: In my opinion, the buzz words that we will all be talking about for the next 18 months are new media and mobile TV.

Hassan Suleiman: Good quality production, broadcasting excellent material, different and creative content topped by moderate and accepted modernisation will govern the music TV broadcasting in the future.

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