His job title may say country manager – UAE, but Husni Khuffash has played a vital role in the Arabisation of the web giant’s services for the world’s Arabic speakers. Together with Google’s ability to single-handedly prop-up an online advertising industry and the fact – like it or not – that globally, YouTube is one of the largest broadcasters in the world, the company’s influence is huge.
There are numerous facets of Khuffash’s work that are of interest to broadcasters. Google and its affiliates can offer a route to advertising revenue, a content distribution channel, a marketing tool for broadcast services, easy access to mobile platforms… the list goes on.
Khuffash has also taken a leading role in developing market research and educating local businesses about the merits of digital advertising and e-commerce. Ensuring that the region has access to all of Google’s B2B and B2C capabilities – particularly in their Arabic forms – is a prerequisite for the development of any meaningful online revenues, not just for the media sector but across the entire economy.
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