‘Fnjan’ podcast spreads the word about Saudi lifestyle to 13m worldwide

Abdulrahman Abumalih has managed to expand 'Fnjan' to worldwide audience. (Photo/Supplied)
Updated 12 June 2019
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‘Fnjan’ podcast spreads the word about Saudi lifestyle to 13m worldwide

  • Abumalih, founder and producer of Thmanyah, answers the question of whether a podcast could fix societal misconception

DHAHRAN: In the past half-decade, Arabic online content has witnessed visible growth.

Documentaries, cultural articles, translated talks and podcasts targeting different fields and audiences have all become increasingly popular. Abdulrahman Abumalih, the founder, producer and host of “Fnjan,” a Saudi podcast that managed to expand to a worldwide audience, covers everything from the inevitability of artificial intelligence to veganism. 

“Fnjan,” the Arabic word for coffee cup, hosts a different guest in each episode to talk about a topic or tackle a pressing question — it is one of many productions by Thmanyah, an Arabic content platform owned by Abumalih.

With over 135 episodes, “Fnjan” has exceeded 13 million views on apple podcast and YouTube. 

“‘Fnjan’ started before Thmanyah as a podcast in 2015,” Abumalih explained, “it was a humble start as I was keeping up with the US scene — there were many podcasts I used to listen to back then. So, I thought to myself, why not have our own podcast in Arabic?”

The beginnings of “Fnjan” were far from sophisticated.

“It started with chitchat sessions with friends and individuals I knew through Skype in the first 15-20 episodes. Today Thmanyah is the bigger umbrella to all our productions.” According to Abumalih, podcasts now reach a large spectrum of Saudis. “The podcast appeared to be a very good alternative to the radio in Saudi, especially given how unattractive radio production is in the region.

Moving “Fnjan” to YouTube also introduced the podcast to a completely different audience. 

“The reason behind moving over to YouTube was to market the idea of the podcast. We wanted more people to know about podcasts whether it was ‘Fnjan’ or any other Arabic podcast,” Abumalih said. “YouTube is more prevalent in Saudi and everyone knows about it. So, if I introduced this relatively new product there, people might be encouraged to actually listen to it.

“Instead of one type of audience, today we have two: YouTube and the podcast, and this enlarged the circle of listeners without any doubt.

“Now we can see academic studies about podcasts in Saudi, the Gulf and the Arab region. We see official organizations and companies that are getting into the world of podcasts like the King Abdul Aziz Center for World Culture, and Misk. As long as there are people driving, cooking, working, and traveling, there will be always podcast listeners.”

Insights into Saudi Society

Media productions have a big role in reflecting the genuine image of a society to the entire world, and Abumalih seems to have done that. “In every episode of ‘Fnjan,’ I ask listeners to share their opinions, suggestions and ideas, and I receive tons of emails. But the emails on how the Arabs started perceiving Saudi Arabia are exceptional,” he explained. “I met a Sudanese, a Libyan and an Algerian doctor on one trip, who used to have misconceptions about Saudi society, which changed after listening to the guests on the podcast.”

“Fnjan” hosts international guests too, allowing Saudis to learn more about different cultures. “Every guest starts talking about their countries, cultures, and lives. We had guests from Palestine, Jordan, Egypt, Somalia, you name it. It is great.”

When asked about the content selection method, Abumalih said: “Thmanyah looks for real stories that will always stimulate people’s curiosity. It is by no means an easy job as we search, filter, then prepare the content after a pretty long process in order to have the most inducing and the best content for our audience.”

Abumalih believes that the existence of competitors in the Arabic content creation scene actually motivates him and his team to improve their content and produce more.

“The presence of competitors in the field is essential for the maturity of our productions,” he said, summing up by saying that Thmanyah aims to become “The leading Arab youth channel.”


Misk Foundation participates in Youth 20 Summit

The Youth 20 Summit (Y20) is a global youth conference bringing together young experts from the G20 to discuss global youth issues. (Twitter)
Updated 1 min 2 sec ago
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Misk Foundation participates in Youth 20 Summit

  • The center also organized a workshop for young ambassadors from the G20 countries, which reviewed “Future of Work” research

RIYADH: Saudi Arabia, represented by the Initiatives Center at the Misk Foundation, participated in the Youth 20 Summit (Y20) in Tokyo.
It adopted recommendations to be presented to G20 leaders meeting in Japan at the end of June, after agreeing on the development of three main areas including global trade, environment and business, and future work.
The Youth 20 Summit (Y20) is a global youth conference bringing together young experts from the G20 to discuss global youth issues through several proposed policies for G20 leaders.
The Initiative Center at Misk Foundation selected four young men and women representing civil society in the Kingdom to participate in the summit, where the sessions witnessed the consensus of all participants on the importance of developing these fields according to scientific and technical developments.
The center also organized a workshop for young ambassadors from the G20 countries, which reviewed “Future of Work” research.