Region | Egypt
TV stations battle for Ramadan ratings
Rival channels compete to generate highest advertising revenue during peak viewing season in the Arab world.
- By Ramadan Al Sherbini, Correspondent
- Published: 23:01 August 16, 2009
- Image Credit: Ramadan Al Sherbini/Gulf News
- Large billboard displays woo viewers as the competition heats up for the peak season.
Cairo: "Exclusive on our TV", "Don't miss Ramadan serials", and "Nothing exclusive elsewhere, all is on Egyptian TV".
These phrases and many others are painted on large street advertisements for high-budget TV shows due to be screened during Ramadan when viewing rates usually peak in the Arab world.
This year, Ramadan, when Muslims have to abstain from eating, drinking and having sex from dawn to dusk, is expected to start on August 22.
"The usual rivalry among producers of Ramadan programmes and serials has reached an unprecedented level this year," said Hassan Abul Anein, a media professor. "They battle it out in order to attract advertisers to broadcast their commercials before and in-between their shows, thereby getting the biggest chunks of the advertisement cake," he told Gulf News.
According to Abul Anein, commercials presented on television stations during Ramadan make up some 40 per cent of the annual advertising tally. "Given the fact that viewing rates in Ramadan are the highest in the year, TV channels are at pains to generate the highest possible revenues from advertising and shore up their budgets dented by the global financial crisis."
Tarek Nour, one of Egypt's big names in the advertising business, is set to launch "Cairo and People", a Ramadan-only TV with the aim of attracting advertisements. He has promised "unrivalled" TV shows.
Roads, bridges and rooftops in Cairo, a mega-city of around 16 million, are decorated with large classy advertisements promoting dozens of TV works ranging from serials, talk shows and quizzes. With the month of Ramadan coinciding with the summer, makers of these shows are keen to make an impression on people using the highway to the North Coast, one of Egypt's most popular summer resorts.
Scrambling for high viewing rates and consequently commercials are not limited this year to traditional terrestrial and satellite TV stations. Newcomers such as Al Wasl and Al Faraeen have stepped into the foray too.
Meanwhile, Egypt's official television has been declaring that all serials, which usually attract the audience in Ramadan, will be available on its station.
News Editor's choice
-
6,000 cups and counting: Addicted to that tea
This cafeteria in Al Mamzar attracts thousands of customers daily, including the rich and not so rich
-
Swimming pool horror: Twins hospitalised
Twins rushed to hospital after collapsing from chlorine inhalation at swimming pool in their villa
-
Play your cards right with credit card interest
UAE Central Bank plans to cap interest rates, but are you paying thirty-five per cent now?
