DUBAI // Online series episodes, or “webisodes”, are being produced in the UAE for Arabic users.
A major producer is Yahoo Maktoob, which was formed when US internet corporation Yahoo acquired Maktoob, the Jordanian web portal, in 2009.
At its office in Dubai, its team of staff work to generate localised content in Arabic and English that appeals to a Middle East audience.
After noticing a growth in the viewing of online videos in the region in 2011, Yahoo Maktoob began to produce its own versions.
“Online video started and mushroomed around the world through user-generated content,” said Amira Rashad, head of media at Yahoo Maktoob.
“We realised the audience is looking for two to three-minute snapshots, something that captures the attention and also fulfils an entertainment need, be it in comedy or news.”
Along with supporting news content with related multimedia, they also produce their own webisodes.
One example is Nossy El Helw, Arabic for My Better Half, which consisted of 30 three-minute episodes in which five Arab couples discuss relationship issues.
Then there was Beit Omaima, a weekly show hosted by chef and interior designer Omaima Marmarchi, which was billed as a regional alternative to Martha Stewart.
“A lot of people tend to consume foreign content but the hosts of these shows aren’t making a Ramadan meal, developing a henna night or discussing a situation with the mother-in-law,” said Ms Rashad. “That is what we bring to the table.”
Yahoo Maktoob has also provided a platform for Arab entertainers to expand their fan base.
“Actors and stars are curious about this medium,” said Ms Rashad. “They can appeal to a complete new audience and strengthen their following.”
She gave the example of the 2012 show Helmy Online by Egyptian comedian Ahmed Helmy, which was shown exclusively online by Yahoo Maktoob.
Ms Rashad also mentioned this year’s Fifa World Cup webisodes, in which comedians Mohamed Henedy, from Egypt, and Saudi Omar Hussein travelled around Spain and Brazil talking to football fans.
aahmed@thenational.ae
