Research reports state that total advertising spend across local TV in the United Arab Emirates (UAE) maintained its share of four percent in 2009 but will grow at a compounded annual growth rate (CAGR) of seven percent until 2013. Further, this growth will be achieved through a consistent focus on production of quality local content across the UAE, which in turn will result in larger audiences, an improved talent base and finally, stronger advertising revenues[i].
"The integrated co-operation between advertising and production has become highly important. In my opinion, the coming phase would be of highly studied partnerships or alliances between the two sectors. The 'Media and Marketing Show' remains one of the most important opportunities waiting to be seized for such partnerships and alliances," said Abdullah Al Qeht, Director of Information & Media Documentation Center, Gulf TV & Radio and partner of the forthcoming Media and Marketing Show (MMS) 2010.
There is a huge demand across the region for quality local content. Elaborating on this need, Fadi Ismail, General Manager, O3 Productions said: "The region needs to realize that local content is king. The UAE being a hub for the production industry within the Gulf region needs to produce more local programs. In order to facilitate better local output, the media zones across the UAE have provided a comprehensive platform for production companies."
The emergence of media zones across the region has had significant impact on the growth of the industry. New entities such as Al Dafrah, Fayrouz Production, Gulf TV and Radio, CMS Creative Media Solutions and O3 Productions have added significant value through new programming technologies.
Elaborating on the positive impact of media zones, Ghassan Al Asad, Partner and Managing Director, Creative Media Solutions said: "These media cities have had a great impact on the regional TV sector by serving as a single platform for any production requirement. They have also helped in procuring new investments and investors from the region and globally."
The Media and Marketing Show will be held from December 13th – 15th, 2010 at the Sheikh Saeed Halls S1, S2, S3, Dubai International Convention and Exhibition Centre, from 10.00 - 19.00 daily.
[i] Arab Media Outlook 2009 - 2013
