Franchise Television Arrives In The Middle East
Dubai, March 20, 2007: Takhayal Entertainment, the Arab-owned diversified film production and satellite broadcast Entertainment Company, unveiled plans today that sees it becoming a major player in the regional market. The company, which launched its Pan Arab-wide broadcast music and entertainment operation at the turn of the year, plans to accelerate the roll-out of its strategy to turn its two channels - Much Arabyeah and Fatafeat - into home viewing addictions.
"In a matter of weeks the two channels we launched on Nilesat have acquired cult status. We are ready to move to the next stage that will see Takhayal become owner of one of the most popular entertainment strands in regional broadcasting.
"We were confident that the business model was right, to buy into world-wide success stories, such as Much Music Canada and Food Network USA, but we have still been amazed at the response and at how quickly each channel has developed a committed following. Much Arabyeah's music offering based on programming from its Canadian counterpart - the most popular satellite broadcaster of youth music in North America producing ratings well ahead of rival MTV - has been a massive hit with regional audiences. They have really taken to its winning formula of 'video jockeys' (VJs) running local programs and the best international entertainment shows, requests and announcements from Dubai and Lebanon, rather than a continuous flow of music videos, SMSs and interactive chat.
"While the music channel has been hugely successful the impact of Fatafeat, the 1st and only 24 hour food channel in the region, has quite frankly been unbelievable. There is nothing like this food entertainment channel on television in the region and top notch world celebrities such as Emeril Lagasse, Nigella Lawson, Rachel Ray, Martha Stewart to mention few, have tuned viewers in wholesale." Fatafeat runs most of the programming in cooperation with one of the most successful franchises in television history: Food Network.
Viewers for both channels can now expect more locally produced programming and greater depth to the Arabic content.
Details of its film production division's latest initiatives are also to be announced following a round of negotiations with co-partners in the region and internationally. "After winning the Cairo International Film festival with two awards, for Best Film and Best Director," Mr. El-Deeb added: "Everything is in place for Takhayal to become the region's No1 entertainment broadcaster. There are some tremendously exciting developments ahead."
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For more information, please visit www.takhayal.com or contact Noha Habib, Promoseven Weber Shandwick, phone: 971 4 3210077 or email: noha.habib@promoseven.com
© Press Release 2007
