Broadcasting enters new era in M.E.

An agreement to this effect was signed recently between Samih Toukan, CEO of Maktoob.com and Paul Tydeman, of Arab Media Corporation Holding Company (AMC), the holding company for ART. The new development, the only one of its kind in the Middle East, will bring to audiences worldwide a rich array of broadcast content that addresses important issues concerning the Arab world.

Aimed at a younger target audience, ART will broadcast programs that address issues ranging from religion, lifestyle, cultural, social and community issues - in a fresh approach that young adults can relate to. Informative panel discussions, occurring within both broadcast and online reinforce religious, social and cultural values intrinsic to our region, encouraging viewers to make wiser decisions. The core aspiration of this channel is to make a positive difference in the lives of today's new generation. Initially these tailored programs will be available (via Nilesat) on both Al Awael Promotional Channel and IQRAA.

Giving details of the partnership, Mohamed Hamam of ART's MADA (Religious & Lifestyle Programing Department): "ART has continually supported the notion of ensuring a positive lifestyle message is delivered to its audiences. The driving force behind ART MADA (Religious & Lifestyle Production Department) is Amr Khaled, who has emerged as a leading global role model for the 'new generation' of young Muslims."

"This wonderful partnership with Maktoob.com embraces the combined synergies of ART and Maktoob.com to provide our audiences a multi-faceted bouquet of programs that are interactive, entertaining, educational as well as lifestyle orientated. Our strong broadcast presence and Maktoob.com's leadership with online technology create an unrivalled potential to excite focused global audiences," Hamam added.

Explaining that the high quality of the programs will further establish Maktoob.com's strong position as the World's largest Arab online community, Reem Madanat, Content Manager of Maktoob.com, said: "Since its inception in 1998, Maktoob.com has always encouraged community development in all its ventures. The fact that all programs to be shown on this channel convey a positive message to the younger generation is the main reason we are actively supporting it. All programs advocate self-improvement and inspire better lifestyle choices."

Maktoob.com will support the shows with the online mirror site containing interactive features such as discussion forums, show-related downloads, behind-the-scenes footage, trailers of forthcoming episodes, profiles of the presenters and surveys to gauge audience response to the content. Current and future ART viewers will be directed to the Maktoob.com channel to participate in the shows' forums, votes and all sections, providing both Maktoob.com members and ART viewers a totally interactive experience.