Al Aan TV has become one of the first Middle Eastern broadcasters to produce all its own content and shows. Recently launching with full content 24 hours a day, Al Aan TV is an innovative new station created specifically for the Arab audience.
“As well as being informative, the programming will be exciting and fun - the region’s first example of “infotainment” - television that educates as well as entertains. Our programming enables personal growth and, at the same time, makes people’s lives better,” says Zoya Sakr, Al Aan TV’s Head of Corporate Communications. “Focusing on the issues that effect life in such a rapidly developing region, Al Aan TV reflects a variety of realistic issues that affect today’s Arabic viewers through open and accessible programming.”
Broadcast from its headquarters and news studios in building 1 of Dubai Media City, Al Aan TV is strategically carving a niche in the Arab television landscape. Its extensive research has identified a gap between the big news broadcasters in the region and the lighter entertainment channels.
“Our objective is to provide our viewers, especially women, with exclusive TV programming from news, politics and technological advances to beauty,” says Mr Hammoud, Al Aan TV’s Programming Director. “Through our original programming, we aim to meet the sophisticated needs of stylish Arab women across the region through content that represents the flavour of the Arab community.”
Dedicated to provide quality and consistency to both its viewers and its advertisers, the station conducted a major research study across 10 countries over two years to determine what Middle East audiences, in particular women, wanted out of television viewing, thereby taking their viewer’s interests into full consideration.
Al Aan TV’s research found that the audience are not looking for heavy news, but instead want lighter news presented in broad brushstrokes; they want to hear the latest news but without heavy political commentary as they want to be able to relate news to their own life. To achieve this, Al Aan TV has TV crews in each major Arab capital to capture emotive human stories relating to current news topics.
In catering to the interests of today’s Arabic television audiences, regular 15-minute news segments will be factual, concise and focused on breadth of coverage while also presenting human interest stories which highlight these events impact on society.
Al Aan TV has already invested profoundly in market research, utilizing the latest tools to test and measure its programs qualitatively and quantitatively. This research will continue along with frequent assessments to the program grid, based on continuous surveys, ensuring that the station continues to put the viewer’s interests at the forefront.
A major marketing campaign has been used to launch Al Aan TV, focusing on chief key markets such as KSA, UAE and Lebanon, including a significant advertising campaign
through various media outlets, including outdoor, newspapers, magazines, radio, digital, online and SMS as well as special operations.
“Our creative and innovative advertising campaign enables us to generate a positive image and introduce the channel in a very elegant, gentle and moderate way,” said Hussein Ali Ahmad, the Director of Sales and Marketing at Al Aan TV.
Al Aan TV’s in house sales team, operating in UAE and Saudi, will promote the station to advertisers seeking to target its affluent demographic. The channel offers innovative means of promoting its advertisers products and services, including product placements, promotional interviews and advertorial segments.
“With the combination of the right sales academic calibers in media and research available in hand, the channel will be academically and scientifically presented to the marketers,” Mr Ali Ahmad concluded.
Al Aan TV can be viewed on ARABSAT and NILESAT .
About Al Aan TV
Al Aan TV is a Dubai based free-to-air Pan-Arab satellite station, launched on Aug 1st. It is owned by Tower Media Middle East and it is an infotainment channel based on concise factual news on the hour every hour and entertainment programs. The target is the Arab family with a skew towards a young female audience.
Programming is scheduled to address changing need states and audiences within the home. The content of its programs is to bring added value to the viewers while affecting their lives in a positive way and at all levels. The station showcases original programming developed exclusively for Al Aan TV.
