MARKETING STRATEGY OF MBC GROUP

Prepared by:
Student Name
ID. No.

Submitted to
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INDEX

S.No
Page No.

Content

1.0

Introduction to MBC Group...

2.0

...03
Strategic Business Units of MBC Group..

3.0

04
MBC Group Strategy ......

4.0

.....06
Marketing Strategy of MBC Action......

5.0

.08
Conclusion..

6.0

.09
References
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1. INTRODUCTION TO MBC GROUP

Introduction
MBC Group (Middle East Broadcasting Center) is the largest and leading private
media company in the Middle East & North Africa region that enriches peoples
lives through information, interaction and entertainment. In 2002, nearly a decade
after the launch of MBC1 in London, back in 1991, and as the 1st private free-to-air
Arab satellite TV channel, MBC Group moved its headquarters to Dubai Media City,
United Arab Emirates, where it remains. MBC was the first broadcaster to provide a
satellite-based free-to-air 24-hour television network across the Arab world. It has
remained privately owned, managed by a group of businessmen and shareholders,
including chairman Sheikh Waleed Bin Ibrahim Al Brahim . Over the past fifteen
years, MBC has grown into a multi-channel platform.
At its launch, MBC offered entertainment programmes that were already popular in
the Middle East as well as top-rating shows from Western markets, in particular
the United States and United Kingdom. The MBC News became regularly viewed in
the

Arabic-speaking

world.

MBC's

television

arm,

MBC

TV,

broadcasts

via Arabsat and Nilesat satellites, and delivers news and entertainment to more
than 150 million Arabic speakers around the world. The company has more than
1,800 staff members worldwide.
Mission
MBC Group commits to being the leading multiplatform provider of innovative
information and entertainment, produced by professionals performing in a culture
of excellence.
Vision
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With our heart in the Arab world, we are forging a global media group that enriches
peoples lives through information, interaction and entertainment.
Scope of the Study
The scope of this paper is to study how the marketing strategies of MBC Action fit
into the MBC Group Strategic Planning.

2. STRATEGIC BUSINESS UNITS OF MBC GROUP

Identifying SBUs of MBC: MBC Group has five SBUs: the First one is MBC facilities
which offer information on MBC group studios and facilities. The Second details marketing
principles of issuing licences and franchise activities. The third SBU features the
procedures of O3, the Dubai-based leading Production Company specializing in the
production and distribution of documentary films, movies and episodes. The fourth is the
MBC new media technologies SBU responsible for latest coverage of news and
entertainment via internet and mobile phone services. And the fifth is Platinum records
responsible for targeting new and upcoming talents across the Arab region

MBC Facilities :
In 2002, MBC Facilities was established to cater to the needs
of the broadcast and production industry. The company has
quickly evolved into a reliable source of equipment, televised
events

and

productions,

while

also

providing

high-end

technical equipment and support.

MBC

Marketing

One

of

the

newest

divisions

within

MBC

Marketing,

Merchandising and Licensing leverages MBCs core strengths as a broadcaster to

create successful commercial stories around the content owned and purchased by
the group. Building on viewer loyalty, the experienced team concentrate their
efforts on producing DVDs from TV content as well as consumer products such as
toys, apparel, home furnishings and stationery, tying in with programs from
channels such as MBC3. A third area of operation is MBC Publications producing
books as well as the MBC lifestyle magazine that includes informative news,
4

features and full MBC program listings. A first of its kind in the regional industry,
Merchandising and Licensing operates as a fully independent profit centre within
MBCs Marketing Department. MBC Marketing merchandising and licensing division
todays viewers feel affinity with their favorite programs. MBC Builds on that brand
and product loyalty through DVDs, publications and consumer products. The
Merchandising and Licensing division acts as a Middle East agent for several major
international companies.

The Merchandise division offers a wide variety of

consumer products to support on air programming. MBC will be strongly

represented in the modern retail trade through a network of region-wide
distributors.

O3 Productions:
O3 Productions is a subsidiary of MBC Group and specializes in a
variety of productions. O3 is one of the regional market leaders
in producing and distributing the best-of content as well as
providing inventive programming, documentaries, docu-dramas,
factual entertainment, reality shows, Arabic drama, dubbed drama and more. One
of the companys most successful productions, aired during Ramadan 2012, was
OMAR. To date it is the largest production in modern TV history within the Middle
East region and a joint production between MBC Group and Qatar TV. Other
productions include 04, a new transmedia experience in the region, Rubi, an Arab
adaptation of the famous telenovella, and more recently, Neeran Sadeeqa, a
Syrian series, which aired in Ramadan 2013. In 2014, O3 Productions was
responsible for producing Saraya Abdeen- which aired on MBC1 & MBC MASR
during Ramadan. Saraya Abdeen, or The Palace in English, represented the seat
of power in Egypt for many decades from the 19th century onwards.
MBC New Media Technologies : Furthermore, MBC Group includes online
platforms: www.mbc.net, www.alarabiya.net, www.shahid.net (the first free VOD
and

catch-up

portal

in

the

Arab

world)

www.mbcprosports.net among others.

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and

www.actionha.net,

and

Platinum Records :
Platinum Records, a record label company which operates
under the umbrella of MBC Group, was launched in 2007. The
companys slogan Creating Stars represents the objective of
targeting new and upcoming talents from across the region, in addition to
developing, promoting and managing their rights. Platinum Records is a full-service
entertainment company, inclusive of artist, producer and talent management;
music publishing; branded content digital platform; touring & merchandising; film
& television; new business ventures; and a music label. It is home to a diverse
roster comprised of critically acclaimed recording artists and music producers.
Platinum Records represents talent from all the major TV formats: Arab Idol, The
Voice Arabia, Arabs Got Talent and Coke Studio including: Mohammed Assaf, Hala
Turk, Dounia Batma, Carmen Sleiman and many others.

3. MBC GROUP STRATEGY

Following are the key strategies which makes MBC Group The market leader in
Middle East.

Maintaining

aggressive

promotion

and

packaging

approach

for

all

programmes.

Hold on to the leadership position through timely innovations based on

audience feedback.

Expand the market by launching programmes that are relatable to all

generations audience.

Penetrating in the broadcasting industry through all types of possible

medium.

Service Differentiation Management :

MBC has covered all areas of entertainment through various channels. Currently
MBC is having 18 channels in Middle East which include music, movies, sports,
entertainment and regional channel.
-

MBC1 (general family entertainment)

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MBC2 and MBC MAX (24-hour western movies)

MBC3 (childrens edutainment with a mix of both local productions and western

acquisitions)
MBC4 (entertainment for young families with a female-focus)
MBC Action (an indigenous adrenaline-packed channel targeting young males

with local and homegrown productions)

MBC Variety (Western films and general entertainment with uninterrupted

broadcasting)
Al Arabiya News Channel (24-hour Arabic language news channel)
Al Hadath (an extension of Al Arabiya News Channel with a specific focus on

real events in the Arab world and beyond)

Wanasah (24-hour Arabic music channel)
MBC DRAMA (24/7 Arabic drama)
MBC MASR (general family entertainment geared towards the Egyptian family)
MBC + Drama (a joint paid-for channel between MBC and OSN)
MBC Bollywood (delivering the freshest in Bollywood content geared towards

the region via an Arabized interface)

MBC PRO SPORTS (geared towards the Saudi Football Premier League fans in
the Kingdom).

MBC Group also includes two FM radio stations:

-

MBC FM (Gulf music) and

Panorama FM (contemporary Arabic hit music).

In July 2011, seven channels within MBC Group began to broadcast in HD across
the MENA Region: MBC1 HD, MBC2 HD, MBC4 HD, MBC Action HD, MBC Drama HD,
MBC Max HD and Al Arabiya HD. In 2013, MBC3 HD joined the bouquet of HD
channels

followed

by

MBC

Swot Analysis:

Variety

HD

in

2014.

STRENGTHS

WEAKNESSES

1.Worldwide presence
2.Financial muscle
3.Strong in prime time slot
4.Association with big names
5.Good content
6.Effective packaging

1.Not much strong in non

prime time slot, so need to
concentrate on that.
2.Excessively dependent on
others series soaps, which may
harm in long term.

OPPORTUNITIES

THREATS
1.Popular series on maturity
phase and about to expire
2.New emerging channels like
Zee Aflam are getting popular

1.Lack of strong challengers

2.Strong network of channels
for promotion

4. MARKETING STRATEGY OF MBC ACTION

MBC Action launched in 2007 with the latest action packed movies, dramas and
thrillers targeting young Arab males. The new addition proved to be an instant
success. Since then, it has been growing aggressively and even more so since it
started developing localized content that appeals to the passions of Arab men. The
show to come out this initiative is Driven, launched on 23 November 2010. Ever
since then, MBC Action has successfully introduced a new production every year.
The show is a weekly, cutting-edge, credible magazine format, car show that
satisfies the insatiable appetite of diehard car enthusiasts. It holds an editorially
strong package geared predominantly towards the ever-growing Saudi male youth,
who are fully engaged in the car-pimping culture.
Action Ya Dory, was launched in 13 December 2011; a highly successful and
popular live football show, which airs seven times a week and is hosted by Saudi
presenter Waleed Al Farraj. The show is built around highlights from the Saudi
League and features a tabloid review of the happenings in the Saudi football world.
MBC Action followed with Desert Force the first Arab Mixed Martial Arts Grand
Prix, which launched in September 19 2012. Desert Force Al Academiya was
launched in Nov 4th 2013, targeting Arab MMA fighters.
On top of a very dynamic and exciting TV offering, MBC Action introduced the first
of its kind youth event in Saudi Arabia, Actionha Fel Riyadh in 2010. Following
that success, the lifestyle male website was launched by end of 2010. To
complement this cross platform success, MBC ACTION has built a massive social
media following across the region and now has more than 2.7M twitter followers
and above 7.1M Facebook fans. The channel is also considered, the only Arab male
entertainment destination in the region; delivering a focused and dynamic 360
experience, which extends out of TV, into on-ground, online and social media. It
delivers the best in high-octane Western series, movies and action reality shows,
keeping everyone buzzing around the clock. Some of its prime time shows include
Nikita, Hawaii Five-0, NCIS, The Mentalist and Alcatraz.

5. CONCLUSION
The TV channel Market is evolving continuously. The evolving integration of media
vehicles (TV, Radio, Internet, Print, etc.) is also an interesting development and in
future, many exciting activities are likely in this arena. The MBC Group would like to
consolidate their position while new channels are increasingly posing a threat to
them. With immense advertising revenues and viewership at stake, the group
should need to continually assess and re-assess their strategies. Catering to the
taste of Arab viewers can often be a tricky proposition. But MBC Group have proven
to the Arab audience with their "Fresh and Innovative Programmes" smartly
segmented to different gender and age groups.
Therefore, MBC Action fits in the MBC group strategy because MBC action delivers
the adrenaline programmes by targeting young males to increase their channel
viewership. Likewise, MBC Group it focuses on getting a proper insight of audience
taste by selectively targeting a chunk of young Arab male generation.

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6. REFERENCES
-

http://www.allied-media.com/mbc/MBC_action_tv_advertising.htm
http://www.mbc.net/ar.html
http://knowledge.insead.edu/world/middle-east/mbc-building-a-media-

powerhouse-in-an-emerging-market-693
http://www.google.com.sa

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