Dubai, UAE- 13th Feb 2012: MBC4's new experiential TV drama 04 ("zero-four") has formed a new strategic partnership with Google to help realise its ambition of re-imagining TV for the digital age.

The show, which launched in January, has seen a rapidly growing fan base online and is the first to deliver a unique 'transmedia' experience for television drama. In addition to following the lives of the 04 characters on screen, fans have been able to engage with them through real-time social media updates, blogs and web videos. Since it first aired on 14th January, 04 has captured thousands of fans and followers across its social media platforms, and has been seeing significant traction for its digital properties hosted by Google, attracting nearly half a million viewers at the "zero4channel" on YouTube. Moreover, a film of a Google Hangout conducted between one of the show's characters and fans was viewed over 200,000 times in just 48 hours. 

The team behind this pioneering initiative has formed a strategic partnership with Google combining the experience of the digital heavyweight with one of the breakthrough projects MBC has ever taken on.  Mazen Hayek, Official Spokesman & Group Director of PR & Commercial at MBC Group said:  "The new tie-up with Google represents a 'win-win' for all parties concerned. We launched the 04 experience because we believe in the need to evolve the TV experience and embrace the digital habits of our youth audience, using all the platforms available to engage in very direct and personal ways with viewers. Simply put, 04 is about making those connections and promoting conversations; and Google's recent launch of their Google+ social media platform aims to encourage exactly that. This is a natural fit for both of us."

Google's Maha Abouelenein, Head of Communications (MENA) said: "We are passionate about creating magical moments and loved the Google+ Hangout with the character, Nadine, for the fans of 04 - using the technology to connect with fans in innovative ways. Google+ is about building meaningful relationships with our users and we are adding new features and services almost every day to improve the services we offer and support the sharing of experiences in today's socially-connected world."

04 is a joint production between MBC Group Content, 03 Productions and BPG Group, who are partnering as marketing, creative, digital and target audience consultants.

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About MBC4
MBC4 is the Arab world's first exclusive tailored channel for Women and young Arab Families. It broadcasts the latest in top-rated Western content entertainment in addition to locally produced flagship programming. The channel airs prime-time shows such as Dr. Oz, The Doctors, 90210, Pretty Little Liars, Grey's Anatomy, The Vampire Diaries, Ringer, The Secret Circle, and The Good Wife, among other popular Turkish Drama soaps dubbed into Arabic.

Today, the channel is more geared towards MBC Group's own local flagship productions, as well as towards some acquired Arabic content from across the MENA region. MBC4 successfully aired the biggest production ever in the Arab TV history: "ARABS GOT TALENT" and is currently in production for Season 2. Moreover, MBC4 has recently reached a social media milestone by exceeding 1 million fans on the Channel's official page on Facebook.

As of 2012, MBC4 has started delivering the latest in Western entertainment, airing the same time as in the US.

About MBC Group
MBC Group is the first private free-to-air satellite broadcasting company in the Arab World which was launched in London in 1991 and later moved to its headquarters in Dubai in 2002. Over the past 20 years, MBC Group has grown to become a well-established media group that enriches people's lives through information, interaction and entertainment.  Based in Dubai, in the United Arab Emirates, MBC Group includes 10 television channels: MBC1 (general family entertainment), MBC2 and MBC MAX (24-hour movies), MBC3 (children's entertainment), MBC4 (entertainment for Arab families with females as the core), MBC Action (action series and movies), MBC Persia (24-hour movie channel dubbed in Farsi) , Al Arabiya (the 24-hour Arabic language news channel); Wanasah (24-hour Arabic music channel) and MBC DRAMA coinciding with the Group's 20th anniversary, and offers 24/7 Arabic Drama; the Group also includes two radio stations: MBC FM (Gulf music), and Panorama FM (contemporary Arabic hit music); as well as O3 productions, a specialized documentary production unit.   It has also several online platforms: www.mbc.net, www.alarabiya.net, and www.shahid.net, the first free VOD portal in the Arab world.

As of July 2011, seven of MBC Group's channels began to air in HD across the MENA Region; the channels are: MBC 1, MBC 2, MBC 4, MBC Action, MBC Drama, MBC Max and Al Arabiya News Channel.

For further information, please contact:
Ruba Al Ayed
Group PR Manager
MBC Group
Tel: +971 4 390 9825
Mobile: +971 56 6038358
Email: ruba.alayed@mbc.net
Website: www.mbc.net

© Press Release 2012