During the annual Mindshare Media Summit that was held at the Address Dubai Marina Hotel on November 1st 2011, attended by a number of executives from large multinational media groups, communication and advertising agencies, a panel session was held to debate the future of digital media, opportunities and challenges, and the impact of technology on TV content. Participating in this panel was Mazen Hayek, Group Director of PR & Commercial/official Spokesman of MBC Group, and Jonathan Howlett, SVP International Sales at BBC Worldwide. The panel was moderated by Greg Brooks, Content Strategy Director at C Squared.
Tackling this issue at the panel, Mazen Hayek started by stressing on the importance of investing in content, both traditional and new (digital), elevating it to world-class standards, and delivering it to the viewers and Arab readers across various platforms, whether they be fixed, mobile or interactive platforms. He further added that the challenge lies in expanding the advertising market in the MENA region and developing it, noting that the total annual regional ad spend is approximately 1% of total worldwide ad spend, and therefore perceives a potential to double the size of the market in comparison with the already economically and technologically advanced markets.
This in return will provide the necessary capabilities to invest in content that is of high quality, nurture human resources and talents while building knowledge economies, to eventually benefit companies and individuals working within the content industry.
In conclusion, Hayek stressed that advertising is the backbone of information in all its forms, and that TV will remain the main source of entertainment and information- as well as education in the region, pointing to the role that new media plays, and confirming that content remains as the pedestal, wherever and however displayed: on screen, on mobile, online, in print or any other platform and device.