TAREK CHE­MALY – Beirut NTSC

[www.beirut­ntsc.blogspot.com]

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How would you de­scribe the evo­lu­tion of your blog?

Oddly it has not evolved, I am still with the "Pop­ti­mism, Po­pa­ganda, and POP cul­ture from Beirut, Le­banon" still the same fo­cus, same mis­sion af­ter all those years.

How did you first de­cide to launch?

Frankly, there was a syn­drome in the ad busi­ness, we would launch an ad, then in the press re­lease say how won­der­ful it is and be­lieve our own story - so the time came for me to step in and end the fal­lacy and re­view ads as im­par­tially as pos­si­ble based on my ex­pe­ri­ence and archive.

What makes your con­tent unique in your opin­ion?

I think the fact that I am in­de­pen­dent from agen­cies with very lit­tle pres­ence in events gives me the out­sider aura that dis­tin­guishes the blog. Agen­cies know they can­not sway me, I write what I firmly be­lieve in about the cam­paigns not car­ing about egos.

What mo­ti­vates you to keep go­ing with your blog­ging af­ter all this time?

Launched in 2007 it is still go­ing strong. I still get the kick from a good cam­paign, I still love to give con­struc­tive crit­i­cism about cam­paigns which did not hit the mark, and of course, a stolen cam­paign ex­posed is worth all the ef­fort.

If you were to pick just one word to rep­re­sent your blog, what would it be?

I still go for ‘bl­o­goically’ - fu­sion be­tween blog and logic. There is a lot of un­bi­ased anal­y­sis in what I write. A lot of strate­gic think­ing.

Tell us briefly about your fu­ture plans.

I think things will con­tinue as is, "if it aint' broke don't fix it" - peo­ple keep com­ing back by the thou­sands be­cause of the un­apolo­getic tone so why stop it?

Launched in 2007 by com­mu­ni­ca­tion con­sul­tant and me­dia an­a­lyst Tarek Che­maly, ‘Beirut NTSC’ blends me­dia cri­tique and re­flec­tions on pop cul­ture.

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