MBC Group’s partnership with Facebook MENA brings over 20,000 videos to platform

Moon Baz (L), Strategic Partner Manager for Media Publishers for MENA Facebook, and Mofeed Al-Nowaisir, Chief Digital Officer at MBC Group. (Supplied)
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Updated 12 October 2020

MBC Group’s partnership with Facebook MENA brings over 20,000 videos to platform

  • The collaboration will also include MBC’s Ramadan line-up for 2021, which includes 400 pieces of exclusive extra content

DUBAI: MBC Group has announced an exclusive entertainment partnership with Facebook MENA to develop video content for Facebook Watch that will provide viewers with access to over 20,000 videos from some of the most popular shows across the region.

The one-year agreement will see MBC Group’s digital arm share over 20,000 pieces of content across its various Facebook Pages including MBC1, MBC2, MBC4, MBC MASR, MBC DRAMA, MBC The Voice, MBC The Voice Kids and Shahid. Content will include previews, special behind-the-scenes snippets and more from premium shows and exclusive titles, including Arabic TV series.

The collaboration will also include MBC’s Ramadan line-up for 2021, which includes 400 pieces of exclusive extra content from premium shows such as The Voice Senior, Scoop with Raya, Al Mirath, Family Feud and Trending, among others.

MBC Group currently runs 144 active pages that represent both linear and non-linear offerings, reaching more than 280 million fans to date.

“We have witnessed a shift in how audiences consume content over recent years; it is no longer TV in defined settings, but a whole host of content options consumed via various devices anytime and anywhere. There’s phenomenal value in partnering with Facebook because our joint campaigns can bring even more to our viewers, as well as expand on our reach and frequency. We look forward to this new milestone between both parties,” said Mofeed Al-Nowaisir, chief digital officer at MBC Group.

Every month, more than one billion people visit Facebook Watch. In its first month (July 21 – Aug. 21), MBC Group contributed to more than 5 million hours of watch time.

“Our goal at Facebook has been to support publishers with investments that enable them to experiment with new formats and build sustainable revenue streams on our dedicated Facebook Watch video platform. As an established member of the media industry in the Middle East, MBC is in a unique position to develop shows that resonate with viewers in our region and reach new audiences. We’re excited to see the breadth of content that this partnership will bring to the region,” added Moon Baz, strategic partner manager, Facebook MENA.

The broadcasting giant is a major digital player that has invested well in the online space. Earlier this year, it secured its first top-10 position for digital and social media video views in the world, ranking above large international conglomerates including BuzzFeed, BBC, ABS-CBN, and Fox Corporation. 


Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

Updated 20 October 2020

Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

  • Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets
  • Shoueiry founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region

RIYADH: Publicis Groupe MEA today announced the departure of Kamal Dimachkie, chief operating officer, Publicis Communications, UAE and Lower Gulf. Dimachkie is a senior executive who joined Leo Burnett in February 1985. The company has appointed Samer Shoueiry to assume the role in conjunction with his current responsibilities as chief digital officer, Publicis Communications, Middle East from Dec. 1. Dimachkie’s decision to leave comes after 33 years with the company. He will leave his current position on Dec. 31 and continue to act in a consultative capacity until June 2021 in order to ensure a smooth transition.

Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets including the US, Lebanon, Saudi Arabia, Bahrain, Kuwait and the UAE.

Raja Trad, executive chairman at Publicis Groupe MEA said: “I respect Kamal’s decision. He has been a friend and a colleague for over three decades, and not just I but the entire Publicis Groupe family will miss him. His tenure at the Groupe has been characterized by a clear commitment to values that are central to our philosophy. Kamal’s adept leadership propelled the agency to new heights — we won more than 250 accolades and added numerous international and local clients to our roster. I want to thank him for his immeasurable contribution to the Groupe and wish him all the best for his professional future.”

Dimachkie added: “Leo Burnett and Publicis Groupe have been my life for the past 33 years, and I am proud to have been a part of a glorious journey during which I have had the opportunity to serve the company in different roles in six countries, to have contributed to numerous clients and raised the bar internally and within the industry. Part of this has been the joy of working with a wonderful team and leadership, whom I have partnered with, learnt from and shall forever call my friends and brothers in arms. I am grateful to have lived the glory days of advertising with one of the best agencies in the world and to have worked with some of the most inspiring and creative people. I look forward to working with Samer on the upcoming transition and wish him success in his new role.”

Shoueiry, who will take on Dimachkie’s role, has over 21 years of experience across business, design and innovation. He has consistently delivered a robust performance in Publicis’ Experience Design and Experience Strategy, founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region.

Commenting on his appointment, Trad said: “Samer has a record of leadership and value creation, deep experience in generating groundbreaking brand experiences, as well as a focus on strategic design, innovation excellence and a strong technological footing. I look forward to continuing to work closely with him to drive our digital transformation in the region and support the spread of innovation through investments in our people, technology, platforms and tools. Together, we will ensure that we continue to move our business forward in the Connected Age through a data-led, digital-first approach.”

Shoueiry further added: “Kamal has built a strong foundation for future growth, including strengthening our team and expanding our scope of work. The current climate has accelerated digital transformation globally, and we are looking at a future where online and offline coexist to augment consumer experience in an interconnected brand universe. E-commerce is a necessity, digital equities are your flagship stores, search and social your new outdoor. With this new beginning, I will focus on further strengthening our creative strategy-to-results development to offer the best consumer-centric experiences and build brand value.”