MTV hires two agencies for launch of MTV Arabiya

by Iain Akerman, Brand Republic 23-May-07, 09:05

DUBAI - MTV has hired ad agencies TBWA\Raad and Fortune Promoseven to handle the launch of its first Pan-Arab music channel, MTV Arabiya.

The Dubai-based agencies have been awarded the high-profile business following a pitch against local and international agencies.

It is understood that TBWA\Raad will be responsible for the creative side of the business, while Fortune Promoseven has been tasked with what it describes as 'concept development’.

MTV Arabiya’s launch date is a closely guarded secret, but it is expected to be some time this summer and will broadcast from new facilities at Dubai Studio City.

The channel is the result of an agreement signed last year between MTV and the UAE's Arabian Television Network, a subsidiary of the government-owned Arab Media Group. The 24-hour, free-to-air station will feature music videos by Arab and international stars, animated programmes, reality shows and comedies, including some locally produced content.

Ricarda Ruecker, regional managing director of Fortune Promoseven, said: "The client decided that it was impressed with two agencies following the presentations and chose to share the business. Fortune Promoseven is working on concept development for the client."

The business is being handled by the agency’s Dubai office, but Ruecker declined to elaborate on what ‘concept development’ entailed.

Brand Republic understands that MTV Arabiya's launch will be in two stages, with integrated campaigns featuring TV, outdoor and online.

More than half the population of the Middle East is under 25 and MTV Arabiya hopes to capture the eyeballs of this market and, subsequently, the revenue from advertisers targeting pan-Arab youth.

However, it will face stiff competition from a crowded marketplace that already includes successful brands such as Rotana, Melody and Mazzika.