ON TV: The exclusive shows include the provocative and compelling romantic drama Zawaj Bel Ikrah, starring Zeina and Ahmed Fahmy. Right: THE EXECUTIVE: Khulud Abu Homos, Executive Vice President for Programming & Creative Services, OSN.
By Anand Holla
Through Ramadan, OSN, the region’s leading pay-TV network, has offered a whole lot of reasons to its subscribers to maximise quality time with family, by weaving together content, technology and convenience.
Khulud Abu Homos, Executive Vice President for Programming & Creative Services, OSN, talks to Community about all the planning that goes into keeping the Gulf viewers hooked and how quality drama still rules the market:
What has been the programming content plan for Ramadan?
OSN offers a diverse, easy-to-access array of programmes during Ramadan. The programmes are specifically created taking into consideration the preferences of our viewers, especially their precious family-time and lifestyle habits during the holy month. One of the interesting features is Series Link, which gives the opportunity to record any show of their choice directly from the Electronic Programme Guide (EPG) and watch it later at their convenience. On OSN Yahala HD, home of our premium Arabic dramas, our subscribers enjoy new programmes that are exclusive to OSN. This year, we show 12 brand new series, with two running to 60 episodes, and five completely new and exclusive to OSN.
Can you take us through the exclusive shows and the other special ones?
The exclusive shows include the provocative and compelling romantic drama Zawaj Bel Ikrah, starring Zeina and Ahmed Fahmy; the suspenseful Al Boyout Asrar with Ayten Amer; and Season 2 of the stylish Egyptian drama Uryudu Rajoulan with the dashing Eyad Nassar. Gulf drama fans will find the series Fi Amal, a story of enduring passion versus deception, greed and betrayal, certainly appealing. Finally, we bring 24 Carat, an exciting Pan-Arab drama with Cyrine Abdelnour, Abed Fahed and Maguy Bou Ghosn that tells the story of a complicated love triangle involving a diamond trader. As for youngsters, our Family Cinema on OSN Movies HD and the free, on-demand family service cinema, available on both the box and OSN Play, provide the perfect way to be occupied. Reflecting the popularity of reality TV in the Middle East, we also have the health-based reality show specially tailored for Arab viewers, Saudi Doctors (Atibaa w Akhtar) which sheds light on everyday health and lifestyle issues that address common misconceptions in an informative and entertaining way. Especially launched for Ramadan is Ma Fatak TV, a catch-up service, which allows OSN subscribers to watch over 20 Arabic drama shows at their convenience, which is ideal for busy family lifestyles during the holy month. Ma Fatak TV is accessible both on the OSN Plus HD and via OSN Play.
What kind of viewer trend is observed during Ramadan in Qatar and the Gulf?
Viewing habits during Ramadan tend to follow a particular pattern that we witness year after year. In Qatar as well as the rest of the Arab world, there is a prominent increase in consumption of Arabic drama, particularly Egyptian and locally produced shows. OSN has responded to this growing appetite by adding more Arabic, and particularly Gulf drama, during the holy month.
Which sort of content do you find to be popular in this market, and why?
In our regional market, the key word is relevance. Whether Arabic or Western, quality content that is relevant to its target audience will always be a winner. Arabic drama has traditionally been a strong driver and we see this trend continuing in the future. We are witnessing the rise of locally produced Gulf drama which is also very promising. In terms of script writing, acting and production values, Gulf drama has definitely taken a leap in the right direction. The Arabian Peninsula is a treasure trove of human stories with age-old traditions and cultural values that are unique to the region and they are waiting to be told. Who better to portray them than local talents, producers, directors, writers and actors?
Has local content been on the rise?
OSN was amongst the first broadcasters to believe in local talents and the potential of locally produced content can be a game-changer in the region. We successfully pioneered the ‘first run’ concept for Gulf series in full HD, paving the way for the emergence of countless new producers and fresh faces who had their first major breakthrough, thanks to OSN. Reinforcing our firm belief that given the right support, adequate nurturing and as long as the production quality is matched by a captivating storyline, Gulf drama will always be a strong contender for viewership particularly during Ramadan. Although drama has traditionally been the main focus our TV screens, we believe there is an opportunity to create demand for new genres and content. There is a clear distinction between what is popular and what is trend-setting and at OSN, we strive to offer something new to our viewers – even when there had been no apparent demand for it. We create new content and then see the demand from viewers – that is what sets us apart. We will continue to create new productions that take into account cultural sensitivities, whilst delivering family-oriented shows that benefit everyone.
What are OSN’s plans for revamping the programming game in the near future?
We have many exciting projects in the pipeline that we hope will create a paradigm shift in the region. This year will see the launch of SNL Arabia, which will further anchor OSN as the home of comedy in the Middle East. SNL is internationally renowned and we are determined to reproduce the same success that the format has witnessed around the world, right here in the MENA region. We are also strengthening our Arabic content offering with a sizeable investment in Gulf and Arabic dramas as well as the introduction of new products. We will continue to look at innovative projects such as Al-Jamiaa – a first-of-its-kind show dedicated to giving a voice to the youth of Saudi Arabia – the Kingdom’s largest demographic. It is a compelling concept inspired by a university format where young Saudis express their views and address big questions in a setting that caters to interactive debates and voting. From youth employment to oil price volatility to social media, fashion and
sport, the topics discussed and debated would matter to young Arabs today.
