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MBC Group is the original, and largest, pan-Arab free-to-air satellite television network in the region.
Indeed, at its inception, it was the first alternative for viewers to European and American media giants.
“When we first came up with the idea for MBC, we originally aimed it at Arab expatriates in Europe and America,” explains Al Hedeithy, “that was the idea, because there was no broad satellite penetration in the Middle East at that time.”
The launch in September 1991, during the infancy of international commercial satellite broadcasts, was held in London - then the centre of the burgeoning industry. The original MBC channel offered viewers a mixture of syndicated entertainment programmes and popular sitcoms and its own news bulletins, which quickly grew to hold an integral slot, with the 9 o’clock broadcast becoming must-see viewing amongst Arab viewers.
“MBC1 was a major change from how news had been reported; that’s how it started, and we’ve continued with Al Arabiya, which began in the MBC1 studios and then we created a whole new channel.
“The MBC1 9 o’clock news bulletin was the most highly-rated news programme at that time, Even now the 9 o’clock show attracts the highest ratings some months,” he proudly adds.
The first Gulf War at the beginning of the 1990s opened up the Middle East to satellite feeds.
“When the war started CNN began beaming into the region, and we discovered that we could also broadcast in,” he says, “which offered a great opportunity to penetrate the market.”
“Television at the time was state-run, it was very poor quality and there was a lot of censorship – so we aimed at moving in and offering the first independent, business-run television channel to the Middle East.”
The move precipitated organisational changes as the audience grew and diversified.
“We had to change our programming to appeal to a wider audience, and one that had only had access to state-run channels,” Al Hedeithy explains, “we also had to go through all our contracts and revamp our strategy to encompass the wider audience.”
As the sole providers of free-to-air regional satellite television for five years, MBC used the opportunity to create strong brand recognition, a strategy that has been bringing its own rewards ever since.
Al Hedeithy emphasises this, but also stresses that the company is always looking for new ways to get its message out.
“Although we market on-screen through our channels, and you can’t get that sort of exposure for love nor money elsewhere, we also use print media, online portals and through mobiles,” he says.
The main change in marketing direction for the group has been the diversification of the channels as each now has it’s own strategy aimed at its primary target audience.
“We do cross-advertise programmes, but since last year we have also developed a branding for the group as whole, getting across the value that the group brings,” says Al Hedeithy.
The MBC group’s motto is “We see hope everywhere” – an apt reflection of the expansion that the group has undergone from a single channel offering broad pan-audience entertainment to six market-specific free-to-air channels and two radio stations. The company now employs over 1,200 staff based in Dubai, Lebanon and Egypt and boasts viewing figures of 75 million globally.
The growth of exposure to international television and the massive boom in the industry has helped in attracting on-screen and behind-the-scenes staff.
“The quality of talent has improved a lot; there is much greater organisation, a lot of people are interested in working in this field,” he explains, “five years ago there were 50 or so channels, now there are more than 250.”
“We now have 47 different nationalities working for us across the board, we recruit from everywhere but we also have in-house training and development programmes. There are some really nice stories of people who started at the bottom 15 years ago and are now group directors,” he adds.
MBC’s relocation of its headquarters from London to Dubai Media City in 2002 was prompted by both a desire to be at the heart of the target market and the availability of the necessary facilities.
“There didn’t used to be any licensing, had we decided to move into the region we would have had nowhere to set up. But since 2000 all that has changed; all these media free zones have emerged in Dubai, Cairo, Jordan – we chose Dubai because it’s an international city; we can attract all the talent that we want.
“The market is growing rapidly and there is still a lot of potential. 60% of our programming across our channels is now produced locally rather than being bought in, and we rely on talent from all across the Arab world,” he adds.
The concept behind MBC grew from Group Chairman, Sheikh Waleed Bin Ibrahim Al Ibrahim, and Al Hedeithy’s time studying in the US, where they were able to witness first-hand the popular appeal and business potential of private television networks.
“They [the US networks] were the major drive behind our idea of what we wanted to create - in fact we still want to create a “60 Minutes”!” he jokes, “it’s a dream, but it’s really difficult in this part of the world.”
The dream was partially realised when Don Hewitt, the man behind “60 Minutes”, gave a workshop for Al Arabiya journalists at MBC’s Dubai headquarters last month.
The region may not yet be ready for a similar programme but nor have the group had to deal with state censorship in any major way.
“All channels have to ensure their own guidelines and self-regulation, we know the market that our channels are aimed at,” explains Al Hedeithy.
“We are seen as impartial when reporting on potentially sensitive issues, which helps a lot,” he adds.
Nor have recent political events managed to create a gulf with outside partners, as the industry continues to expand.
“There is a lot of cross-over and cooperation between networks, and the situation [in Iraq] has not affected relationships; we broadcast ABC and CBS shows, even their current affairs programmes.”
Since the move to Dubai Media City in 2002, the group’s output has mushroomed, with five new channels, each strategically targeting a different audience, added in the last five years.
The corporation is also embracing new entertainment mediums as internet and mobile telephone use become more widespread. Al Arabiya currently hosts the fourth largest website in the Arab world and the group has relaunched MBC.net as a broad entertainment portal.
The percentage of revenue generated from the interactive internet businesses is also larger than most of MBC’s western international media counterparts.
But it doesn’t stop there according to Al Hedeithy: “We have lots of ideas, new technology – the internet, mobiles – these are the things that will create new challenges and opportunities in the future.
“The key is diversification; if we don’t diversify, our competitors will.”
With expansion this rapid and the embracing of new mediums do not be surprised to see much more of MBC’s brand of commercial entertainment coming soon to a television, computer or mobile near you.
MBC1 – The original channel launched in 1991. A pan-audience broad entertainment station.
MBC2 – introduced in 2003. Dedicated movie channel comprising blockbuster Hollywood and international films. It’s the only FTA movie channel in the Arab world. Al Arabiya – 24/7 Arab news, documentaries and exclusive interviews was introduced in March 2003, in the wake of the Iraq war. Covers five continents with correspondents in all the major capitals of the world
MBC3 – Children’s channel launched in 2004, at which point more than 40% of the Arab world population was less than 15 yrs old.
MBC4 – general entertainment and news targeted at the new Arab woman launched in 2005. Unlike the mostly Arabic-language original MBC, it’s characterized by foreign-language entertainment hits such as Oprah, Rachel Ray and Dr Phil.
MBC Action – the latest channel addition to the MBC Group portfolio, will hit Middle East screens at 21:00 KSA/18:00 GMT, on Monday 5 March.
Posted by Informed Realist, Dubai, UAE on 27 July 2009 at 19:11 UAE time
I don't think I have ever heard Al Fahim described as a role model for the world. You might want to educate yourself a little!
Posted by temur, birmingham, United Kingdom on 17 June 2009 at 15:12 UAE time
dr sulaiyman is a role model for all the world not only muslims his vision will go far, lets just hope we get some more new big signings.
Posted by sherry, shenzhen, China on 16 May 2009 at 20:20 UAE time
Best of luck for everything!
Posted by Kawthar Saeed, Dubai, UAE on 5 January 2009 at 15:47 UAE time
Abdullatif Al Mulla is indeed a great and superb leader! I have worked with him closely in TECOM and learnt from him many good skills of leadership which I am using them in my current role. I wish him all the best in his career and may God grant him success all the time. Abdullatif, as always, you are a great leader for us!
Posted by Layla Al-Ansari, London, UK on 27 October 2008 at 16:50 UAE time
The top 100 CEO's list is highly impressive covering the biggest names from all over the gulf. However, whoever has compiled the list has definitly forgotten some notable movers and shakers in the past decade.
Dr. Abdallah AlDabbagh the CEO of Ma'aden the Saudi Arabian Minning Company has spearheaded the establishment of an entire new industry sector in Saudi Arabia. Not only is this sector viable with it's ambitious projects such as gold, alumina and phosphate projects, it is more importantly sustainable.
I am sure Dr Al-Dabbagh was not the only CEO overlooked in your report. In your next top 100 CEO's report, I suggest you undergo in-depth analysis of the gulf market and the massive changes that REALLY taking place and changing the future.
Posted by Steven on 18 September 2008 at 00:46 UAE time
Mr Al Hashimi is a fine role model for all young people in the world today, I hope that someone of his calibre and experience could help football teams like newcastle united to reach their full potential, the fans from the north-east are the kindest and best supporters in the Uk, and I imagine the people of newcastle would welcome him
Posted by Mohamade Iqbal Oojageer, Port-Louis, Mauritius on 3 September 2008 at 14:14 UAE time
Dr Sulaiman
Congratulations to you as the new big boss of Manchester City. With your massive investments, you will prove to the world, Insha Allah, your vision is gold and City can become the biggest club in the world and new English reference for quality football. I am a seasoned Sports Journalist and I can foresee success and positive revolution in British sports, especially soccer.
Posted by Biniraj, Sharjah, UAE on 29 July 2008 at 12:27 UAE time
It was indeed right decision launching of Air Arabia. I described Air Arabia as REAL AIRLINE. .. i noticed one thing that, they are on time, they are on line, they are on right price, that is what we need.
I am proud to say as a Air Arabian traveller, and I salue Mr. Adel Ali for his visions.
Posted by Ataur Rahman ,Business Development Manager, Dubai, UAE on 10 July 2008 at 20:39 UAE time
An analysis of the the top 100 in GCC reveals a shocking statistic too..63% of them are from UAE, 14% Saudi, 13%Kuwait, 6% Qatar, 4% Bahrain.
More shocking to me is that in Energy sector only there are 4%..in construction 4% Media & Marketing, 4% Politics & Economic 4% Banking & Finance 20% Real estate 23%
Why inspite of all the boom in petrol price there are just 4% of them belongs to this sector. I demand an explanation.
Posted by john, New York, US on 25 May 2008 at 16:48 UAE time
Dubai's real estate watchdog on Sunday launched its own magazine in an effort to address investor concerns over a lack of transparency in the market.
Posted by Mr George Osei, accra, Ghana on 11 May 2008 at 17:29 UAE time
Dear Friend,
My name is Mr. George Osei,I work with a Bank as a manager, in one of the commercial banks in Accra-Ghana west Africa. I have packaged a transaction that will be of mutual benefit to us. As the branch manager of the Bank Ghana, it is my duty to send a financial report to my head office in the capital city, Accra, at the end of each financial year.Following the release of the second quarter financial report, ending June 2007, I discovered that my branch made a substantial profit which accrued from the account of the Inland Revenue Service (IRS).
This was not detected by the internal auditors from my head office. I have diverted the funds into what the bank call Escrow Call Account with no beneficiary. Meanwhile as you know I can not be directly connected to this money for obvious reasons. So my contacting you is for you to assist me receive this fund in your country which I know is possible if you liaise properly with me and get a consideration share of the total funds as your benefit.
The transfer would be a Bank-to-Bank transaction. All I need from you is to stand claim as the original depositor of this fund. I will compute your particulars as the person who made the deposit in my branch into our computer data base, so that my head office will immediately order the transfer to your designated bank Account. Thanks for your understanding and co-operation. Please you can indicate your interest by sending me a return mail. While I implore you to maintain the absolute secrecy and confidentiality required in this transaction I am waiting for your positive response.
Yours truly,
Mr.George Osei
Show all comments
Posted by stuart mayhead, Abu Dhabi, UAE on 21 April 2008 at 09:21 UAE time
Hi Len if you visit www.artinthecity.com you will find and Art Map of Abu Dhabi, Dubai and Sharjah which shows all the local galleries and has a calendar of events noting all the exhibitions. If you sign up for them you will receive fortnightly reminders.
Posted by len on 20 April 2008 at 14:15 UAE time
I'm looking for modern art galleries in your country. Can you help me with a list?
Editor's Reply Kindly visit www.timeoutdubai.com for a full list of art galleries in Dubai, or www.timeoutabudhabi.com for a full list in the capital.
Posted by Nabil Alwakidi, jeddah, KSA on 13 April 2008 at 10:24 UAE time
Dear Abdulkareem,
Perfect person on the right place, very difficult to find some one like you. this comment will show you how much we like your job.
Best of luck for everything!
Cheers,
Nabil Alwakidi
Posted by shahla naim, AbuDhabi, U.A.E on 19 March 2008 at 11:18 UAE time
Success, from my point of view is 10%luck, 40%study, 50% hard work. Upon reading this article, I think am still at the first 10%.
Posted by Nasrin Quraishi, Chennai, India on 5 March 2008 at 15:03 UAE time
Good Evening,
I am very happy and proud that I am living in this world where HRH Mr.Abdullah Al Awadi is living. I pray Almighty God to work under him atleast for a year.
Thank you
Posted by Safwat Faroun, Ramallah, Palestine on 13 February 2008 at 19:20 UAE time
I am currently residing in the west bank, and I am looking for jobs. Your Arabbusiness could be of indispensable value to me. Keep up the good work!
Posted by Jehad M. Shaban, Kuwait, Kuwait on 9 December 2007 at 15:57 UAE time
As per your Arabic article of the top 100's CEO's in the GCC, would you kindly correct Mr.Abdullah Al Awadi's name in Arabic to: عبد الله العوضي and the company name to: Al-Ahlia Holding Company. Thank you.
Posted by Nand, Riyadh, Saudi Arabia on 9 December 2007 at 11:41 UAE time
Wonder what standing Saudi ARAMCO has? Is it not among the most admired companies in the GCC?
Posted by Prabal Rai, kathmandu, nepal on 6 December 2007 at 12:07 UAE time
Dear Sir,
How possibly I can contact direct to Amir Alwalid Bin Talal for my own personal plea concerning my occupational hazzards in compny own by him? Please guide me in this regards.
Yours truly
Prabal Rai
Kathmandu Nepal
Posted by Ibrahim, Abu Dhabi, UAE on 6 December 2007 at 09:43 UAE time
I've worked in the oilfield since 1989, mostly in the UAE but also all over the MENA region, and this is the first time I've heard of this company (SS Lootah). What about Al-Dulaimi group (Qatar) or Mohammed Barwani (Oman) or AlMansoori (UAE)? I wonder what the definition of "Energy Industry" is? I suspect the people who selected the winners don't understand how our industry works.
Posted by Omair bin Zahid Al Husain on 5 December 2007 at 22:07 UAE time
It is interesting information. Being an entrepreneur myself, I don't mind knowing who could be of advantage to me and where I can find products and/or services I need. I wonder what was the criteria for selection though, but a wiseman said that the modern day winner in the corporate world is the one who could "learn, unlearn and relearn!" Keep us up to date Arabian Business.com. Thank you very much.
Posted by Nikhil Sindhu on 5 December 2007 at 19:03 UAE time
Thank you Anil for the insight about an extraordinary person.
Posted by Faris AlQURESHI, Riyadh, Saudi Arabia on 5 December 2007 at 12:53 UAE time
Dear Anil,
The best best interview for the most admiring and decent personality.
Best of luck for everything!
Cheers,
Faris
Posted by Prof Philbert, Salmiya/ Kuwait, Kuwait on 5 December 2007 at 10:57 UAE time
If the company is going to achieve something of some recognition, they must follow three I's - Innovation, Infrastructure and Integration.
Innovation is importnat to give the company an ability to extend the product and service life cycle from point of stagnation to new thinking - a sort of sigmooid curve that repeats itself - saying in simple words - an old wine in a new bottle.
Infrastructure for aiding innocation is another key dimension that can add value to corporate growth. A CEO must take a balaced scorecard to organizational development.
Integration is keeping all elements of the orgnization togehter and take a unified approach to the big picture.
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