In the Arab Countries
Kamal G. Darouny
Presented at the 9th International Advertising Association World Education Conference.
This paper analyzes the change in habits imposed by the new superhighway and multimedia communication technology that affects the lifestyle of the people living in this area, and helps in the understanding of the global approach of communication in the Arab countries and reflects the attitudes of the viewers toward the cable and satellite influence, based on surveys carried out in nine Arab states. It also provides the reader with predictions for the near future concerning the impact of the satellite broadcasting systems on Arab societies and governments which will change the ways and means of communications by bringing new opportunities and threats.
When talking about communication, one should point out the cultural, economic and political aspects that affect the particular educational system of Arab countries.
Yet, the 200 million inhabitants of this region share strong cultural bonds. With Arabic as their common mother tongue, Arab speaking countries have become one big market and part of the "global village".
To better understand today's evolution of the mass media in our region, we should cast our view over the past. Beirut, prior to the civil war, was the center for trade and mass communication in the region. It was the only Arab country in the Middle East that enjoyed freedom of speech within a democratic system. In the sixties, the Western world considered Beirut to be the show window of the Middle East. The cosmopolitan character of the Lebanese population with its several ethnic groups and religions made Lebanon’s culture pluralistic. Beirut was considered to be a testing ground for the whole area, a privileged position that has now been partly ceded to Dubai ( Darouni, 1996).
This paper will depict the ever changing facet of the Arab countries yet to be considered by the world advertisers and marketers.
1- The Global Approach of (IMC) Plan in the Arab World
In this context, the "new advertising" understood by professionals as Integrated Marketing Communications (IMC) can operate smoothly and surely if the similarities in values are expressed in terms of symbols and heroes. In the 22 Arab countries, where 150 million adult consumers live, 140 million are TV viewers and 51 million have cable and satellite dishes.
Integrated Marketing Communication is growing fast and its advertising budgets in the Arab countries exceed 1.3 billion dollars – however it could still expand because the advertising expenditure per capita is considered to be very low, i.e. 20 dollars in the Arab world as compared to 500 dollars in the USA. The reasons for such considerable differences are due to the following:
1st- There is a drawback in the total advertising budgets due to media limitations and restricted opportunities in some key markets in the Arab countries.
2nd-There is plenty of cash, even with the actual world recessions; as a result, quoting a high price for a finished good will not represent a major problem, leading to a less competitive situation than that in the industrialized countries (Marieke, 1994).
Today, our area is following the world trend of communication, but it is still not well developed when it comes to electronic media. One has to observe the attitude of local people changing rapidly due to the incoming uncontrolled information stereotyping the new generation on a trend of global culture.
One important reflection I would like to make here is that today’s motive of the superpowers is to gain the brains of the individuals rather than to occupy their lands.
Because of the increase in specialized media in all its forms, the world is witnessing the rise of a fragmented population. The mass market is no more considered; instead a segmented social group, with different life styles, is emerging. In response to the question of whether global or regional marketing communications will work, I firmly say it will work because people lead similar lifestyles and seek the same knowledge. In this respect, advertising and marketing professionals should consider the following criteria:
1st- Marketing objectives and strategies for all the markets should be consistent.
2nd-The product should be in the same phase of the product life cycle in all the countries; otherwise, strategies in communication will be different and will no more be cost efficient in terms of economies of scale.
Having tackled briefly the proper advertising and marketing objectives to make the globalization possible in our area, we should look now at two major areas of operations: creative strategy and media planning. These two tools of communication are equally important for the success of any campaign.
1st- Creative strategy- This requires minimizing the cost of production by applying a single-minded idea with some adaptations if necessary in some areas. Thus, the axiom “think globally and act locally” will become appropriate.
2nd-Media planning- Using the satellite media with a support from the local media to achieve a better gross rating point (GRP) leading to a higher share of voice (SOV) will affect positively the company’s ratio of sales in each region.
2- The Evolution of Mass Media and the Post-Modern Era
Now in the new millennium, the Arab countries are witnessing a profound change in media technology, which may result in radical change in the social behavior. The electronic media in the Arab world are undergoing continuous development, causing a parallel continuous transformation in the consumers’ life-style; thus the barriers set up by different ideologies are starting to slowly phase out.
The increased number of satellite TV stations covering the region is inducing foreign advertisers to globalize their advertising messages. Today, Saudi Arabia takes the lead in satellite communication systems in the Arab world.
The Arab countries do not enjoy a total freedom of speech; democracy does not prevail in the pure sense of a global village perspective. One has to point out that communication in a free economy should involve sharing of information, of certain political and religious directions, and of attitudes and experiences between the sender and the receiver. No efficient system of free democratic government can hope to endure without an equally free system of mass communication. It is becoming obvious that in the near future there are likely to be fewer people watching local TV channels; rather, they will tend more and more to watch TV stations with programs beamed by satellite for the following reasons:
1st- Mass media have to bow to the public interest, and Arab televiewers do like, by nature, to receive unbiased stereotyped news to act as a forum of conflicting viewpoints.
2nd-The functions of mass media are to entertain, inform and educate the public as well as stimulate the economic system. The local TV stations still fail to offer such services with the desired standard of quality (Aswad, June 6, 2000, personal interview).
On the whole, the regional satellite TV stations are managed directly or indirectly by members of the government in the Arab states or by influencers for personal interests– Every TV station has to reflect the political, social and religious view of its country. The electronic media are considered to be a symbol of sovereignty and independence, a tool of political significance, and a primary factor for national security and national integrity.
3- The Revolution of the Satellite TV Stations
Gulf political elites are facing a dilemma because satellites can deregulate the government control over the socio-political system of the country, in a sense that urbanization and modernization might weaken tribalism and undermine the legitimacy of their political motives. These satellite TV stations have brought about major changes in the international media landscape, and specifically in the Arab countries. Arab consumers are today much more receptive of the visual media than they are of the printed media. The number of satellite and cable channels now covering the region will tend to increase dramatically. Already, there are around 100 channels using at least 20 satellites. Their communication systems comprise all sorts of multimedia systems. These new technologies of information might guarantee freedom of speech and, in the long run, radically change the socio-political system of the Arab population by injecting foreign ideologies.
In the audio-visual field, both ARABSAT 2A and NILESAT play a noticeable role in the whole region. In as far as program production is concerned, it should be noted that once it was Egypt and Lebanon together who were the leaders in television coverage in the area, and the main producers of series; today Latin America has taken on this latter role by providing the Arab countries with soap operas that are locally dubbed.
At present, the satellite TV channels operating over our region are adapting their programs to the tastes of a multi-lingual population to reach the segmented Arab target audiences with specific interests such as sport, fashion, music, cartoons, feature films, news, politics, education, documentaries, and so forth.
From the marketing point of view, the trend will be for standardized world brands to be marketed the same way in every country by taking advantage of the new similarity in different people's values. Words will be used less in commercials, for “less is more” in advertising, but the visual aspect will be developed with the use of more symbolism, such as “NIKE, JUST DO IT”, considered to be a real global advertising campaign. Advertisers will be spending more of their budgets on satellites because of the better control of qualitative advertising delivery, the lower production costs and, ultimately, the higher uniformity in the corporate image (Ghorayeb, June 2nd, 2000, personal interview).
4- Satellites’ Positioning over the Arab Countries
Four main satellites cover the Arabworld and North Africa, the majority of TV channels using at least 2 dominant satellites (Arabsat and Nilesat 101).
A- ARABSAT
It was the first Arab satellite to start its operation in the region on 26 degrees East through Arabsat 2A transmitting on C band analogue and digital, KU band analogue and digital.
When this satellite, which started 7 years ago, hosted two Lebanese stations, Future TV and LBCI, it was then normal that Arab TV should organize their dishes and their satellite viewing accordingly, for almost all Pan-Arab stations use this satellite. In 1999, Arabsat launched its new satellite Arabsat 3 on digital and on KU band. The aims of this new launch were:
One) To become like all other international satellites on KU and digital.
Two) To be able to cater for the viewerships who are shifting to digital everywhere.
This satellite is not yet properly operational and is expected to become more efficient in the coming two years. However, several channels, using Arabsat 2A at this stage, are moving as well to this satellite and/or to Nile Sat 101.
In fact, the future of satellite coverage is for the KU band and the digital.
B - NILE SAT 101
In 1997, Egypt launched its first Satellite Nile Sat 101 on KU band digital on 7 degrees West. In 1999, 68 channels, Arab and foreign, were using it because of its coverage in the region. Some of these channels are also operating simultaneously through other satellites.
C - EutelSat w2
The third satellite includes more than 10 Arab stations. W2 operating on 16 degrees East has a wide potential coverage of the Mediterranean area and some parts of Africa, mainly North Africa.
D - Hotbird 1, 2, 3, 4, 5
Hotbird is produced by Eutelsat. This media group has an advanced technology and offers the clients a number of services in multimedia, like Internet via satellite and digital Internet services etc. Hotbird is basically digital; however, it will still operate some analoguous channels for a very short period. It transmits on 13 degrees East. Hotbird covers the Middle East and has an extensive coverage in Europe and Africa.
However, in regards to pay TV, the two biggest competitors in the Bouquet satellite business are ORBIT and SHOWTIME. Other bouquets such as STAR TV - CANAL SATELLITE - CANAL+ - HORIZON are noticeable but not so competitive in comparison to the former ones. The main fights between these two giants fall in the importance of their programs.
Orbit made a deal with Rupert Murdoch to add Star TV’s networks to its bouquet, and also added Disney Channel to its platform. ShowTime fought back with Viacom’s massive programming resources such as MTV, Paramount, Movie Channel etc… Discovery Channel, which shifted from Orbit to Showtime, has launched a new Net style that will target women with fashion and fitness programming. (Kazan, June 8th, 2000, personal interview) .
5 - Viewership Analysis of TV Coverage in the Arab World
In his book Mass media, modernity and development, published in 1999, Fayad reveals that local television got the highest exposure in all Gulf countries. He chose a different sampling size in every country surveyed . (His study surveyed Kuwait, Saudi Arabia, UAE, Qatar, Bahrain and Oman):
The main points in his research show that local television was followed by UAE TV in Qatar and Oman, and by Qatar TV in Bahrain. Bahrain respondents registered the greatest degrees of exposure to regional TV, followed by respondents of Qatar, the UAE, Oman, Kuwait and Saudi Arabia respectively. It was not surprising also that Iraqi TV ranked second in respondents’ exposure to the local TV in Kuwait. In regards to foreign television, Aramco TV led Iran TV in Saudi Arabia and Qatar.Yet Iran TV led Aramco TV in the UAE and Bahrain.
It is to be noted that from my personal point of view, and in this context, only TV stations in proximity markets were surveyed since there was no mention of the penetration of the other Arab satellite TV stations such as MBC, LBCI, AL JAZIRA, FUTURE TV, ESC (Egypt) which broadcast mainly from London, Paris, Beirut, Qatar, Egypt etc, covering effectively the Gulf Arab states.
The following chart will give us a better view of the Cables and Satellites penetration in the Arab world.
The figures shown below have been compiled by Pro Near East Company-Beirut, according to surveys undertaken by Eutelsat Mid 98 and Euromed TV(*) survey in 1999. The chart reveals that the countries which have the greatest number of cable and satellite dishes are by order of importance Algeria, Saudi Arabia, Morocco, Syria, The Gulf and Yemen, Tunisia, Lebanon, Egypt, and finally Jordan.
We can realize from the chart that there are in total 28 million TV homes and 140 million TV viewers in the Arab speaking countries, out of whom 51 million viewers have access to cable and satellite dishes positioned mainly on Eutelsat, Arabsat & Nilesat.
6 - Cable & Satellite Estimated Penetration in the Arab World
Source: Pro Near East Company- Beirut.
7- Predictions for the Near Future
Finally, and as a result of the changes of the Arab mass media, I would like to highlight my predictions for the near future.
Arab viewers will spend more time watching news and foreign feature films and series on satellite TV channels. Their life-style, political views and perceived needs and wants will change.
The Arab governments will have less control in business and politics due to the uncontrolled growth of incoming information from satellite broadcasting systems.
The local TV stations will broadcast by satellite for continuity and survival. Arab states will employ some devices to monitor incoming broadcasts into their countries.
Specialized magazines will continue to thrive, each providing specialized information to its own readership segment. On the other hand , readership will drop because of the continued increase of the local and satellite TV stations.
The Radio will be negatively affected by the TV invasion, but still remains the fastest and most efficient way of delivering both news and music.
The segmented marketing system will prevail; revolutionary new media systems will be created and there will be a great change in communication.
7 - The media barons will have ever-greater influence over the socio-political system in the Arab world.
Works Cited
Aswad. A. (2000, June 6 ). Personal interview
Darouni, K. (1996). Advertising and Marketing Communications – Beirut: Mebcom.
Fayad, K. (1999). Mass media ,modernity and development-Wesport:Praeger publishers.
Ghorayeb, N. (2000. June 2). Personal interview.
Kazan, N. (2000, June 8). Personal interview.
Marieke, D.M. ( 1994). Advertising worldwide. 2nd ed. Wittshire:Redwood books. |
