In­evitable Change

ArabAd - - COVER STORY -

Chang­ing Land­scape

The pro­duc­tion in­dus­try in Le­banon and the MENA re­gion is con­stantly de­vel­op­ing in light of the tech­no­log­i­cal ad­vance­ments wit­nessed. How­ever, this evo­lu­tion comes with its own set of chal­lenges. We live in a dig­i­tal world that con­nects us to ev­ery­thing hap­pen­ing around us, which is why the pro­duc­tion in­dus­try has adapted to ac­com­mo­date this new trend. And, as a re­sult, the cur­rent pro­duc­tion in­dus­try will, in the near fu­ture, re­veal many ex­cit­ing nov­el­ties, which I can't wait to see. The 30-sec TVC

The dig­i­tal world is all that mat­ters. Peo­ple used to wait for the evening news to get up to speed on cur­rent events, while ad­ver­tis­ers would fight over a spot dur­ing peak time. To­day, the 30-sec­ond TVC has be­come a lux­ury, which, nonethe­less, will al­ways have a spe­cial kind of im­pact. How­ever, peo­ple’s at­ten­tion span has sig­nif­i­cantly de­creased and in turn so has their pa­tience when it comes to watch­ing TV ads, which is why we see peo­ple switch­ing chan­nels as soon as there is a break in pro­gram­ming.

Eli Srour,

TFQ

Kitkat

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