Discovery Networks will sell advertising space on its channels in the region for the first time as it establishes a hub for sales.
The company, which broadcasts its shows in partnership with the pay-tv operator OSN, has teamed up with Premier Solutions Media, an OSN unit to sell advertising space on its channels.
Discovery Channel HD and TLC HD will begin airing commercials for all 22 markets in the region from the start of January.
“For the first time, our revenues generated from our international business is bigger than the US,” said JB Perrette, the president of Discovery Networks International. “The Middle East is a key growth market for us, not just today but over the next three to five years. Discovery is very aggressive on helping the market and region develop.”
Talking about the future of television advertising, Mr Perrette highlighted the importance of digital and social media and integrating the “second screen” into advertising, the second device that users have to hand while watching television shows, usually a smartphone or tablet.
“The most important thing is ensuring access to your content, we have to make content available on all these devices,” said Mr Perrette. “Then we have to personalise content and advertising. One of the exciting things for us in the region is that there is a growing, wealthier, educated rising middle class.”
Research conducted by Discovery suggests that 70 per cent of viewers in the UAE believe advertising is more effective when linked with the second screen, enabling interaction with a show or product being advertised.
“Second screen is absolutely essential when it comes to TV content,” said Meredith Tuqan, group director of content at Resolution. “Social media through the second screen experience can provide life for TV shows outside of and extended beyond its broadcast life.”
thamid@thenational.ae
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