Creating content for the Arab world might not have a one-size-fits-all formula, but industry experts at a special session of the Northwestern University in Qatar (NU-Q) Qatar Media Industries Forum held at Qumra offered a practical “to-do” list to meet the demand for regional content.
Their recommendations can be summed up in five key tasks, which are relevant as much for emerging entertainment content creators as for industry stakeholders. These are - create more content, collaborate to improve quality, polish your storytelling, ensure local relevance and build alternative spaces for content appreciation.
Addressing the audience, Doha Film Institute (DFI) CEO Fatma al-Remaihi said: “The entertainment industries in the Arab region are at various stages of development – some countries have established healthy local industries while others, like Qatar, are still in their infancy. We believe that it is vital to understand the beliefs and opinions of people in the region in order to accurately inform all those who play a part in paving the way ahead. That is why we partnered with Northwestern University in Qatar last year to undertake the Entertainment Media Use Survey, a first-of-its-kind study for our region.
“By coming together through gatherings like Qumra, we are able to continue the dialogue around content for and about the Arab world. I thank our colleagues at NU-Q for their ongoing partnership and commitment to the development of the film and media industries.”
Welcoming the audience, Mary Dedinsky, director of the Journalism Programme and associate professor in residence at NU-Q, said: “A core part of our mission is to produce research that provides a better understanding of the region’s media consumers, creators and the industry as a whole. A good example of that research is the study discussed at our panel.”
Introducing the session, moderator Joe Khalil, associate professor in residence at NU-Q, highlighted the key findings of a six-nation survey across the Middle East and North Africa region on Entertainment Media Use in the Middle East conducted by NU-Q and DFI. He pointed out that “two-thirds of the respondents prefer to watch films that portray their own culture and would like more entertainment to be based on their culture and history”, and sought the expert view on why the industry falls short in meeting the people’s aspirations.
“People aren’t putting up (content),” observed Khalifa al-Haroon, founder of the iLoveQatar Network. “They are not making it; maybe they do not have the confidence.” His advice, therefore, was to just “put it up” and people would watch. His own experience of creating YouTube content about “Qatari culture for expats in English” has gained over 1mn hits with just 38 episodes. But the key, he said, “is to create locally relevant content”.
The view was reiterated by Mohamed Makki, director and showrunner of the “Takki” series, who said: “Today’s audience is smart and to reach them, do not seek what they want but start from inside. Write where it hurts; what is bad for the heart is good for art.”
Makki also attributed his success in finding an “alternative space” to take his content to the people.
Creating alternative spaces is what Hania Mroue, director of Metropolis Cinema, does. About 10 years ago, realising the demand for indie and arthouse films, Metropolis was set up as an alternative venue. But it is a long road to take, she explained.
Fadi Ismail, general manager of O3 Productions (MBC Group), pointed out that television continues to be the mass media leader, and in this space, dramas and films dominate. He said there is a profusion of local content and “the worst Arabic drama series will get higher ratings than the best US series”, but the challenge lies in the quality of the productions.
Selim El Azar, CEO of Qatar-based distributor Gulf Film, said ultimately it all comes down to “storytelling.” He explained that despite speaking one language, the Arab entertainment market is fragmented led by cultural sensitivities and viewer preference for the dialect used. What works in one market, therefore, does not have acceptance in another.
Ismail added that the region faces a deficit in creative storytelling because there is less collaboration. “Collaboration is the most important thing. The content creation industry in the Arab world is chaotic and the practical way for storytelling to develop is through writing rooms.”
Now in its sixth edition, the NU-Q Qatar Media Industries Forum is a bi-annual gathering of industry leaders. On April 15, NU-Q will release findings from the 2015 edition of their annual media use survey, which will place special emphasis on news, information and social media.
Qumra, a new event by DFI, concludes today.
DFI CEO Fatma al-Remaihi addressing the special session.
