to our brands. The most important example is
the first Nickelodeon Kids’ Choice Awards Abu
Dhabi held in September 2019.”
Annecchino says the Nickelodeon Kids’
Choice event attracted almost 4,000 attendees,
was transmitted to 17 countries and reached 200
million homes through Viacom’s linear channels.
The competition attracted 16 million votes for its
portfolio of 16 categories and 64 nominations to
end up with 16 winners. The Nickelodeon event
also involved a massive workforce of some 500+
staff on show day. “And now we are expanding
our partnership with DCT Abu Dhabi bringing to
the region a new event, VidCon,” he adds.
RATIONALE. “VidCon is the world’s largest
immersive experience for fans, content creators,
executives and brands who build, celebrate
and belong to online communities. The event
is an essential meeting point for brands and
executives who are passionate about digital
creators, online video and social-first content.
VidCon offers an opportunity for fans and
industry leaders to meet the most influential
local and international content creators while
experiencing the future of video consumption
RECREATION. Viacom’s brands have
been in the market from the very first days of
‘multichannel TV’. But brand-extension is the
name of the game these days, and Annecchino
says that some of its other activities in recreation
have also resonated hugely with fans. “We also
have other activities in recreation (Nickelodeon
Tours with our Nickelodeon properties like
Dora The Explorer and Paw Patrol) in all the
MENA region, and the consumer products and
a really-focused digital strategy. MENA is one
of the markets with the highest smartphone
penetration, and second screen viewing is key
in the market, that’s why we distribute content
not only for the traditional linear but also for
the digital world. Our targets are high and
regular consumers of
content via mobile, so
we produce specific
content for the digital
platforms.”
Comedy Central
also has a strong
MENA potential.
For example, Bad
the region, and great recognition. Right now,
there is nothing concrete we can announce
for MTV but as I said we are exploring the
opportunities.”
Viacom sees its investment in the region
growing significantly, with Annecchino
revealing that the broadcaster has a number
of projects already in the pipeline to be
announced in 2020 into the region. “We have
a great relationship with the key players in the
region increasing every day, another reason
why I am so connected to the Middle East
is because it’s a vibrant region, a fantastic
mix of culture, I see ViacomCBS growing
and announcing new business with our 360
approach,” he asserts.
and online storytelling.”
“Bringing VidCon to Abu Dhabi is a further
testament to our continued commitment
to investing in this key market, creating
unforgettable experiences for our audience,
fans and partners. The Middle East is a vibrant
hub for content creators, with millions of young
people turning to online video to connect with
others, creating compelling content, building
audiences and finding entertainment. The
Middle East is the second biggest region for
online video after the US, so we are excited for
VidCon to highlight the impact of creators, the
digital community and the industry.”
He says that this sort of high-profile activity
– and hints that there could be for some of
the other key brands - shows the capacity that
ViacomCBS has of bringing not only the content
but also the live event strategy and experiences
to the region. “It is a clear demonstration of our
continued investment in the region, and also
important milestones, as we have growing from
distributing content to an increased presence of
our other lines of business, including Consumer
Products and Location-based Engagement, and
now we finally have the momentum and support
to bring high-profile live
events to the region for
our fans.”
Snappers is produced
exclusively for
Comedy Central
MENA and is one of
the brand’s first short-
form productions.
The format was
adapted from the
Source: Digital TV Research
award-winning UK
version and re-envisioned to target regional
That the likes of Viacom/CBS (and most
characteristics and humour through an Arab
other so-called ‘Western’ broadcasters) are
lens. The production is digitally native and
also cementing their relationships within
lives entirely on the web. It features five
the MENA region and with fresh original
1-minute long episodes, posted weekly, that
content is the best news for viewers and the
follow two young, Social Media-obsessed girls,
fast-growing creative community locally.
Rima Iskandarani and Frial Abdelrazak, and
Viewers want the best of entertainment, and
chronicles the successes (or lack, thereof!)
whether in free-to-air DTH, or pay TV in either
of their desperate measures to engage their
its broadcast or OTT formats, or winning
SnapChat followers.
the annual Ramadan ratings battle with a
Then there’s the crucially important – and
spectacular drama. Those are the goals.
first-ever Viacom channel - MTV. Music in the
Gulf is a problem because there’s no shortage
Recent MENA News
of fierce local competition. “The strategy we
Highlights
have is always the same for all the brands of
our company, and also with MTV,” explains
Annecchino. “We have always been exploring
Sam Barnett leaving MBC
new opportunities of expanding the brand
Carriage fee problems at OSN
into the region. We have a consumer products
MBC says it will “relocate” to Riyadh
strategy, but of course we would be pleased to
HQ
do more things, both in the area of
Mark Antoine d’Halluin joins MBC
events and in content distribution.
OSN drops mainstream sport
“The Middle East At the moment, we are in the
Twofour54’s Maryam Eid Almheiri
is a vibrant
analysis phase of exploring new
steps down
Dramatic boost in local productions
hub for content opportunities for the brand in the
MENA market, and I really hope
Carriage fee problems at MyHD
creators.”
we can announce something soon.
MBC launch of OTT service Shahid
- Raffaele
Step by step, I think we are going
Lebanese banking crisis hits media
Annecchino,
to do more things with MTV: it’s
hard
Viacom/CBS
a brand with a great success in
MENA Special EUROMEDIA 13