Interview – Arabic And Original Productions Will Represent 25% Of OSN’s Content By The End Of 2021

Since the beginning of the Covid-19 pandemic, Content consumption has seen a spike in the MENA region, which means that TV networks have to adapt quickly to meet their consumers’ needs.

These changes led OSN to invest in OSN Originals and sign new partnership agreements in 2020, further to adopting a plan to double their investment in Arabic content in 2021 to serve the ever-evolving tastes of the people of the MENA region.

OSN is a Middle Eastern multinational direct-broadcast satellite provider. It was formed as a result of merger of two of the Mideast›s largest TV networks, Orbit and Showtime Arabia in 2009. The network is owned and operated by Panther Media Group Limited, a joint venture between KIPCO (60.5%) and Mawarid Holding (39.5%) and is registered in the DIFC. OSN’s corporate headquarters and Broadcast Centre are based in Dubai Media City in the United Arab Emirates.

CMOs spoke with Rolla Karam, interim chief content officer at OSN, to discuss how the network adapted to the shifts in consumer demands during the pandemic as well as their vision for 2021 and how did they planned for Ramadan season’s content, this year.

• A plan to focus heavily on Arabic content, split between acquisition and Original production, this year.
• SVOD companies have to rethink offering and make sure they are providing best product to customers.
• Ramadan content is available on OSN Box, On Demand and OSN Streaming platforms.

Could you tell us more about your position as VP, Content Acquisitions and Head of Arabic Channels at OSN?

As VP of Content Acquisitions and Head of Arabic Channels at OSN, I oversee content and channel optimization, segmentation, and localization, through analyzing the audience’s behavior using meaningful measurement. Moreover, I lead and manage the strong relationships built for OSN’s international exclusive partnerships with major global studios to acquire and bring premium content to the region on first and exclusive basis.

How did Covid19 affect media consumption in the region? And how OSN adapted to the shifts in consumer demands during the pandemic?

The region’s consumption of content spiked during the outbreak of COVID-19 with more people spending time at home. We launched our strategic partnership with Disney to bring Disney+ Originals to the region in April to cater to the region’s evolving demands.

At the same time we launched our new streaming app to give audience the opportunity to have access to this content alongside a huge library of Hollywood and Arabic content at any time they want. In the peak of the pandemic, Saudi Arabia specifically saw an average of over five hours of engagement per subscription, per day. Over 50 percent of new downloads came from Saudi Arabia, followed by the UAE and Kuwait.

Our numbers revealed that people were hungry for content and they were always looking for something new to watch. The pandemic did not generate a consistent demand for news, with the increase being stronger and larger in other areas and genres almost as if people got tired of watching the news and had this fatigue from hearing about the pandemic. Most of our audiences leaned towards “binge-worthy” and “comfort” TV content, spending long hours in front of a screen enjoying a form of escapism in front of the television.

How did the slowdown in film production during the pandemic change your plans regarding Content acquisitions?

Many directors and producers took the lockdown opportunity to innovate and elevate the way they narrate their stories. Undoubtedly, our region is full of unique storytellers and OSN is here to embrace and share their stories by delivering the best content. Therefore, we focused on OSN Originals which allowed us to discover hidden gems and provide our talented people with a tremendous opportunity and space to create and connect with their audiences across the region during a time where content consumption is high.

Would you tell us more about your recent and upcoming investments in Arabic content?

In 2020, we launched OSN Originals, a new segment dedicated wholly to regionally produced content and from there, we planned to double our investment in Arabic content in 2021. The launch of OSN Originals marks another milestone in the company’s journey following a successful brand relaunch and Disney+ Originals partnership announcement back in April 2020.

The newly launched OSN Originals represents a new era of content resilience for OSN, serving the ever-evolving tastes of the people of the Middle East and North Africa. With over 1500 hours of Arabic-language content currently on the platform, OSN’s vision for 2021 is to focus heavily on Arabic content, split between acquisition and Original production.  By the end of 2021, Arabic and Original productions will represent 25% of all content on OSN.

How did the growth in number of VOD users worldwide in 2020 change the competitive landscape in regional VOD market?

Competitive market means SVOD companies have to rethink offering and make sure they are providing best product to customers. For only $9.50 / month the customer has access to western and Arabic movies, series, and kids content from Disney+, Paramount, HBO, Discovery, Universal, MGM, OSN Originals and much more – a truly excellent value for their money.

Tell us how about OSN planned for Ramadan season’s content, this year?

Ramadan is a key time of year for us as we know it’s a time for people to unwind and relax in front of the TV. That is why we worked hard to curate a stellar line-up of shows to be relevant to this region.
We are excited about the strong line up of regional entertainment we are offering in Ramadan from Egyptian to Syrian, Lebanese and Gulf drama series, shows and movies. The content is available on OSN Box, On Demand and OSN Streaming platforms to allow everyone access the content everywhere and anytime.
We are also producing and airing Season 2 of the OSN Originals production “Yalla Neta’asha” which is also available to watch in Ramadan. We know our audience will love and enjoy these regional drama series, with dramatic and gripping storylines that will keep viewers glued to their seats each evening

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