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Sony to premier five new TV shows during Ramadan

Sony Pictures Television Arabia is set to premiere five new shows during the holy month of Ramadan, the Financial Times has reported. The company has embraced Ramadan as the most significant time of the year to launch programmes, when working hours are shorter and people stay up late and spend more time with their families, said Ziad Kebbi, president of Sony Pictures Television Arabia. "We're targeting a region where people don't have much access to entertainment…there is little cinema so they turn to TV," Kebbi said. With high viewing figures across the region during the holy month, advertisers spend about the same as they spend throughout the rest of the year, he said. "This drives competition for broadcasters, who want the best shows for the advertising grid. It's the most critical month of the year."