MBC Group gives birth to its 12th channel, MBC Masr

The launch event took place at The Salaheddine Citadel of Cairo, in the presence of officials, such as the Minister of Information Salah Abdelmaqsoud, and the official spokesperson of the Egyptian Presidency Dr. Yasir Ali, in addition to a number of officials, diplomats as well as prominent cultural figures, artistic personalities, and a crowd of celebrities & stars, in addition to media experts, TV personalities, top business decision-makers, and local & regional advertisers.

The mesmerizing surprise of the event was the simulated & augmented reality of a hologram show that embodied the legendary "Um Kulthom" on stage with an outstanding performance that reflected the grandeur of classical "tarab" in Egypt dating back to decades.

Furthermore, superstars Ragheb Alameh & Saber Al Robaei revived the event with their charming tunes followed by an appearance & performance by Carmen Suleiman, Arab Idol Season 1 star & winner - thus showcasing encouragement for young Egyptian talents.

The collaboration between Egypt & MBC dates back to 1991 when MBC1 was first launched. The Egyptian TV archive was one of the main pillars for the programming grid during the initial stage of the channel launch back then. Over two decades, this collaboration developed in terms of human and technical resources, artistic direction, and production requirements.

The initial MBC MASR channel grid will include a full range of programs, series, and movies, with a focus on a daily talk show presented by renowned media figure Mona Al Shazly; a comedy night with Egyptian comedian Hani Ramzy; a talk show focusing on contemporary Egyptian women's issues,-"Nawaem W Bass"; a daily sports show- "Super Match" in addition to and a global action dose of WWE and finally the inclusion of the global format of "The Voice" in its Arabic version during the LIVE episodes as well as "Arab Idol" in its second season, among many other educational and religious shows.

As for the local and international movies, shows and series on the channel, the grid will include: "Monte Cristo" in its Arabic adaptation, "Fatma 2"- the long-awaited second season of one of the region's favorite Turkish series, among others, in addition to several documentaries and family entrainment shows such as "Green Apple", "Joelle", "Style", "Scoop" and "Dr. Oz".

During the event, Mazen Hayek, MBC Group's Official Spokesman & Group Director of PR & Commercial said: "It's only natural for MBC Group to be effectively present in Egypt today, via MBC MASR, especially that the channels and offerings belonging to the Group reach Arab hearts & minds, from the Atlantic to the Gulf."

Hayek further elaborated on the launch of MBC MASR and tackled it from a competitive perspective - thus averting a narrow outlook on this particular aspect, rather looking at the mutually beneficial opportunities the channel launch will offer in further developing the media landscape in Egypt, the exchange of best practices and the added value it will provide to Egyptian viewers.

Hayek then addressed industry leaders in film, cinema & broadcast: "We are keen on working together to further progress the Egyptian media scene, raise the standards of local entertainment content to international standards, through more investments, outstanding production value, and promoting the local Egyptian content to foreign markets, while also exchanging experiences, best practices and sharpening skills."

Hayek later added: "We have many promising projects, the good will to cooperate with all, and keenness to highlight media faces, find new opportunities, while making available the vast experience of MBC that was gained over the years."

Hayek ended by saying: "The viewer is always the boss for MBC, in all countries & locations, situations & times; and Advertising-partners are the backbone for the entertainment & media industry in and out of Egypt, coupled with an independent Media management and editorial policy. Our aim is to serve the interest of the Egyptian viewer, first and foremost, ultimately contributing to the revival of the national economy, the recovery and growth of the commercial advertising scene, while improving the purchasing power, and strengthening consumer confidence in the future."

As for the renowned presenter Mona Al Shazly, she expressed her happiness in joining the MBC MASR family in a new framework & outlook to professionalism, following years of TV experience.

She focused on this grand initiative by MBC- the visionary conglomerate with considerable influence in the Arab world, showcasing interest in Egypt during the country's historic cross path. She then hoped that her program will benefit the Egyptian viewer and the channel viewers in general by meeting their expectations and highlighting significant issues of concern to the public, and help contribute in solving them.

From his part, Medhat Hassan, Media Manager at MBC MASR highlighted the fact that "The channel will not be specialized or geared towards a specific genre, but rather comprehensive and targeting the entire Egyptian family, the young & the old, via a diverse programming schedule, to include social programs, political talk shows, cultural and sports shows, among others, while highlighting the issues that matter most to the Egyptian citizen, regardless of age, background or social class. This will thereby comply with

a multitude of programming that is 'edutaining' via a variety of shows, programs, series and dramas.

Medhat Hassan elaborated on the primary MBC MASR channel content and that the shows will progress with additional breakthroughs, at a later stage, mentioning the main programs that will broadcast during the launch phase.

In closing, attendees gathered around the main celebrities for a memorable picture and congratulated the management of MBC for the launch of MBC MASR that is expected to go on-air, on Friday 9th of November 2012.