JEDDAH, 16 September 2006 — A new Dubai-based infotainment satellite channel called Al-Aan targeting Middle Eastern and Saudi women has begun broadcasting on both ARABSAT and NILESAT.
According to Bassam Khaiwi, regional sales manager of Al-Aan TV, the channel aims at creating programs that will discuss and highlight issues that Arab viewers, particularly Arab women face today.
Speaking at a press conference at the Hilton Hotel, Khaiwi did not disclose the amount of investment put into the channel but said that it would be rated as one of the top five channels in terms of budget and quality of both production and content. The channel has been on air since Aug.1.
The channel, which is run by a European media company that operates in the UAE, is the first Middle Eastern broadcaster to produce its own content, he said. “By having total creative control of our programming, we aim to set new standards in what is being seen on Middle East screens,” Khaiwi said.
Khaiwi added that their objective is to provide their viewers, especially women, with exclusive round-the-clock TV programs focusing on issues ranging from news to beauty, fashion and nutrition.
News is an integral part of Al-Aan’s offering he said, adding that the company is producing 15-minute news updates every 45 minutes that are presented in a soft style appealing to women.
Khiwai explained that two years of extensive research covering 10 Middle Eastern countries had revealed that Arab viewers, particularly women, are not satisfied with the way current news is delivered.
“Our research found that viewers do not look for heavy news, but instead want lighter news presented in broad brushstrokes. They want to hear the latest news but without heavy political commentary as they want to be able to relate news to their own life,” he said.
More importantly, Khiwai mentioned that Al-Aan will not be running series, dramas or cartoons, instead programs will be aired that cater to the needs of Arabian women in relation to social, health, educational and other relevant issues.
“We have no political agenda and we aim to educate, engage and empower Middle Eastern viewers with information, entertainment and style,” he said.
