15 February 2017
Dubai – Discovery Communications today announced the appointment of advertising sales agency Media International Services as the exclusive media partner for its flagship Arabic food network, Fatafeat across the Middle East and North Africa.
Under the new appointment, MIS will be responsible for selling 360 solutions across Fatafeat’s successful TV, online and social media platforms and on-ground activations, including the popular Fatafeat Kitchen exhibition, which returns bigger and better than ever before in 2017 as part of the Dubai Food Festival, with a new bigger location and even more of its talented celebrity chefs on the line-up. MIS will also manage the production of commercial digital content for Fatafeat, which in 2017 will see the creation of over 1500 short-form videos, offering greater product integration and brand partnership opportunities for potential advertisers.
“We are pleased to announce MIS as our new sales representative for Fatafeat,” said Amanda Turnbull, VP & Country Manager, Discovery Networks MENA. “Fatafeat is one of the most loved Arabic channels in the Middle East, with a full 360 brand experience that has helped it amass an impressive network of super-fans across the region. With MIS on board, we hope to build on the channel’s success and leverage their expertise in offering specialised media solutions to generate greater commercial value and provide an even better brand experience for our Fatafeat fans.”
“In an ever growing ‘Media Cluttered Universe’, we are delighted to be partnering with Fatafeat with whom, we will bring focused multi-platform solutions to advertisers across the MENA Region. Fatafeat’s strong offering will deliver a cross platform engagement that will have clear KPIs & ROI measurement tools to clients. The solutions will encompass TV, digital, content creation as well as on ground activations across the key markets in the Region,” said Marwan Kai, MD and Owner, Media International Services.
Fatafeat is the leading and most-loved Arabic food network in the Middle East and North Africa, showcasing the best in delicious and inspirational culinary ideas for the entire family from its line-up of talented local and international celebrity chefs including Mohammad Orfali, Leyla Fathallah and Gordon Ramsay. Now available in stunning HD on beIN (channel 113), Fatafeat offers even more value for viewers both on and off air, with a fully-integrated 360 multiplatform experience which also includes a popular website www.Fatafeat.com (over 800,000 unique users per month) and extensive social media following (reaching over 4 million fans across the region), as well as a successful VOD platform, Fatafeat Play (over 400,000 video views).
“Due to a shift in media consumption, brands now want to create sought after content and brand experiences, with an ultimate aim to address the right message to the right audience at the right time and place,” said Kastro Beaini, Senior Commercial Manager, Discovery Networks MENA. “Fatafeat is better equipped to support this than anyone else in the market due to our 360 consumer touch points, be it; linear TV, Digital, social media platforms or on-ground activations, as well as new media formats including long and short-form branded content and influencer relationships. MIS’ appointment will help us create even more bespoke offers and leverage cross-platform advertising to register in the minds of our audience and achieve brand goals.”
In 2017, Fatafeat will present another line-up of unmissable shows to prepare families for the year ahead, including Sweet Memories season 2 premiering in March, which follows Chef Daa’d Abu Jaber as she celebrates life and the joyful memories of her past through the preparation of mouth-watering desserts and freshly baked goods. And as ever Fatafeat will provide a helping hand during Ramadan 2017, with a selection of programmes from the channel’s line-up of chefs, such as Chef Wafiq Belaid who makes his Fatafeat debut with North African Cuisine (w/t), a gastronomic presentation of the diverse flavours from across Tunisia, Morocco and Algeria that will add a new taste to your Ramadan table.
Discovery has been broadcasting across the Middle East and North Africa for over seventeen years and now boasts a strong presence in the region, with a portfolio of eleven Pay-TV channels and two free-to-air channels; Quest Arabiya in partnership with Image Nation, and Home & Health Farsi. More than just a linear broadcaster, Discovery also has a growing off-air presence, including a successful digital offering led by its flagship food channel Fatafeat, and most recently a retail store and consumer experience activation for Discovery Channel, thanks to its partnership with Emaar Entertainment.
© Press Release 2017