MBC4 has launched a new initiative for young Arab women dubbed I Matter . Created to provoke intelligent, relevant and entertaining discussions in forums launched initially in the Kingdom of Saudi Arabia, I Matter is part of MBC4’s efforts to bring popular Western entertainment to Arab women.
I Matter involves a series of roadshows conducted in Jeddah universities as well as on-ground, discussion-based events and a final competition to select the best entry outlining why women matter in society. The I Matter concept will become a permanent fixture for MBC4 through an online I Matter club and ongoing events throughout the Arab world.
The programme has already received 2500 applications since the start of a roadshow to promote the event on November 18, 2006. The I Matter events provide a forum for discussion among the young participants and leading Saudi Arabian women, exploring topics ranging from confidence building and personal strength to healthy living and career success. In addition to moderating these discussions at the events, high-profile Saudi women will act as judges in the competition and contribute to the I Matter Club newsletters.
"“This event aims to encourage young Arab women to provoke thought and discussion among our audience,” says Mazen Hayek, MBC group director of marketing, PR and commercial.
MBC aims to take I Matter across the Arab world, allowing women across the region to explore issues of self worth and individuality. “MBC4 provides audiences with a mix of programmes that tackle issues that are of interest all over the world,” says Tim Riordan, director of TV at MBC. “We strive to offer programming that presents these issues in an entertaining yet informative way. In this same manner, I Matter will provide a fun environment for Saudi women to look at real issues that affect their day to day life.”
To create I Matter , MBC4 collaborated with Effat College, a Jeddah university that is known for its support of projects that benefit society. “The goals of I Matter match those that Effat College has for its students: being an effective member of the society; making a difference; and becoming an effective leader,” says Abeer Bar of The Career Development Office in Effat College.