Fierce jostling among four local TV stations is creating a Ramadan ratings war that baffles some Tunisians.
Tunisians are feeling a little overwhelmed by a wild television ratings race that some say affects everything from family life to work performance this Ramadan.
"Years ago, we only watched one official TV station, and followed the shows and serials broadcast on it," said Tunis resident Noura. "Now, we have many stations, each claiming to be the best and most entertaining. That is so confusing."
"There are too many serials and shows," said another viewer. "So we're confused and don't know how to organise our time to enjoy the Ramadan parties."
Tunisians, who generally spend more "family" time glued to the glowing screen during Ramadan, now receive four local channels: Tunis 7, Hannibal, Channel 21, and newcomer Nisma TV. In addition, over 400 other Arabic channels are available via satellite, crowding the airwaves with serials and religious programs during the holy month.
"In previous years, the volume of shows was limited," said another Tunis local, Saneya Ateya. "Now, there are four stations, in addition to the Arabic channels and the Ramadan parties."
To get an edge on the competition, Tunisian channels are mixing up the hours when they air their most important shows. This jumbles the once orderly Ramadan routines of families and employees alike.
"The animated series '2050' broadcast on Hannibal is great, and so is 'Zorroh' on Nessma TV," said Emad, a civil servant. "I change my evening plans based on the timing of those shows."
"Actually, it's confusing, especially for employees," said Ateya. "This affects our performance at work. Late evenings can be very exhausting."
Despite the heavy competition, Tunisian channels are clinging to relatively high ratings. According to media research firm Sigma, state-owned Tunis 7 holds second place with a 13.6% audience share, followed by Hannibal, a private channel, with 10.2% in July.
However, the globalised TV market is tilting Tunisian audiences towards the outside world. Dubai-based MBC4, which bills itself as offering "the best international drama, chat, comedy and light entertainment", leads the pack with a 17.8% audience share.
Competition among TV stations has become so ferocious that the courts are getting involved. Hannibal TV, for example, filed a civil suit demanding that Nessma TV stop broadcasting the Syrian serial "Bab Al Hara" under a four-season contract with MBC4. Hannibal officials claimed they had exclusive rights to air the serial in Tunisia between January 2009 and December 2013. The courts tossed out the suit.
Some Tunisians are at the point where they feel the TV channels will do anything to lure viewers.
Nessma TV made waves last week when it broadcast a special interview with Italian premier Silvio Berlusconi on the "Nas Nessma" show, marking the first time such a high-profile public figure appeared on the channel.
"I couldn't believe Berlusconi was on TV," said Zyad, a store owner. "I called the whole family and we were all glued to the TV to watch the interview."
Nessma TV's advertising blitz is so extensive that it includes posters, newspaper ads and radio commercials touting its Ramadan programming. Station employees even hand out fliers on the street.
All the TV channels' offerings and advertisements seem to be winning plenty of converts.
According to residents of the capital, Tunis 7's serial "Maktoob", now in its second season, has many Tunisians chained to their TV sets.
"Right after the news, the entire household freezes to watch the serial," said Dina, a fan.
"I was a guest in a Tunisian family's house, and I noticed that the entire family watched the serial, followed by another program," said one French visitor to Tunis.
"It was as if life had ground to a halt," he added. "And afterwards, they only talked about the show."
By Mona Yahya for Magharebia from Tunis
© Magharebia.com 2009
