With viewership of Arabic soaps and series set to soar during Ramadan, one US media giant is hoping people will tune in online, rather than on television.
YouTube, which is owned by Google, says it will today launch an online channel dedicated to Ramadan shows.
The video-sharing site has roped in Unilever as the main advertising sponsor for the channel, which it says will feature more than 50 "premium" shows.
"Millions of viewers around the world will be able to watch more than 50 premium Ramadan shows the same day they air on TV," the company said in a statement.
A preview of the shows is currently available at youtube.com/ramadan, with a launch of the full site expected later today.
Unilever is the main commercial sponsor of the site, through its brands Lipton and Knorr.
Internet users in the Middle East and North Africa watch an average of 167 million YouTube videos a day, ranking it the second highest region globally in terms of views.
It is the first time YouTube has aired a dedicated Ramadan channel, in what is the most important month of the year for the Arab TV industry.
The satellite-TV business derives a big chunk of its revenues during Ramadan, when audience numbers typically soar.
MBC, the Arab world's biggest broadcaster, said last year that its flagship channel MBC1 makes a quarter of its annual ad revenues during the holy month.
Advertising executives forecast a slight rise in spending on TV ads this year.
"It's looking quite healthy and quite strong," said Elie Khouri, the chief executive of Omnicom Media Group in the Middle East and North Africa.
"We're seeing the same momentum as last year in terms of investments. Typically Ramadan represents a big chunk of the annual calendar for clients."
Mr Khouri said TV advertising in the GCC and Egypt increased by 15 per cent in the first six months of 2012, compared to last year when confidence was shaken by the Arab Spring.
The increase in spending during the month of Ramadan is forecast to be more modest, Mr Khouri said.
"I think it should be up," he said. "Somewhere in the range of 5 to 7 per cent up versus last year would be quite reasonable."
bflanagan@thenational.ae
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
The biog
From: Upper Egypt
Age: 78
Family: a daughter in Egypt; a son in Dubai and his wife, Nabila
Favourite Abu Dhabi activity: walking near to Emirates Palace
Favourite building in Abu Dhabi: Emirates Palace
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Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
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Countdown to Zero exhibition will show how disease can be beaten
Countdown to Zero: Defeating Disease, an international multimedia exhibition created by the American Museum of National History in collaboration with The Carter Center, will open in Abu Dhabi a month before Reaching the Last Mile.
Opening on October 15 and running until November 15, the free exhibition opens at The Galleria mall on Al Maryah Island, and has already been seen at the Jimmy Carter Presidential Library and Museum in Atlanta, the American Museum of Natural History in New York, and the London School of Hygiene and Tropical Medicine.
Final round
25 under - Antoine Rozner (FRA)
23 - Francesco Laporta (ITA), Mike Lorenzo-Vera (FRA), Andy Sullivan (ENG), Matt Wallace (ENG)
21 - Grant Forrest (SCO)
20 - Ross Fisher (ENG)
19 - Steven Brown (ENG), Joakim Lagergren (SWE), Niklas Lemke (SWE), Marc Warren (SCO), Bernd Wiesberger (AUT)
The biog
Nickname: Mama Nadia to children, staff and parents
Education: Bachelors degree in English Literature with Social work from UAE University
As a child: Kept sweets on the window sill for workers, set aside money to pay for education of needy families
Holidays: Spends most of her days off at Senses often with her family who describe the centre as part of their life too
Dr Graham's three goals
Short term
Establish logistics and systems needed to globally deploy vaccines
Intermediate term
Build biomedical workforces in low- and middle-income nations
Long term
A prototype pathogen approach for pandemic preparedness
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1. Lewis Hamilton, Mercedes 306
2. Sebastian Vettel, Ferrari 247
3. Valtteri Bottas, Mercedes 234
4. Daniel Ricciardo, Red Bull 192
5. Kimi Raikkonen, Ferrari 148
6. Max Verstappen, Red Bull 111
7. Sergio Perez, Force India 82
8. Esteban Ocon, Force India 65
9. Carlos Sainz Jr, Toro Rosso 48
10. Nico Hulkenberg, Renault 34
