The Di­rec­tor’s Cut

ArabAd - - COVER STORY -

For most of us around the world, gone are the days where “watch­ing TV” means sit­ting in front of the screen in your liv­ing room, wait­ing for a favourite pro­gramme to come on at a set time. To­day, the growth of video-on-de­mand (VOD) pro­gram­ming op­tions (via down­load or stream) gives con­sumers greater con­trol over what they watch, when they watch and how they watch. And the num­ber of self-re­ported VOD view­ers is sig­nif­i­cant. In fact, nearly two-thirds of global re­spon­dents (65%) in a Nielsen on­line sur­vey in 61 coun­tries say they watch some form of VOD pro­gram­ming, which in­cludes long-and short-form con­tent.

But view­ing habits aren’t the only things chang­ing, and as such, view­ers aren’t the Where We Stand

The at­mos­phere we are work­ing in is be­com­ing in­creas­ingly chal­leng­ing. The po­lit­i­cal in­sta­bil­ity and the price drop in oil are neg­a­tively im­pact­ing mar­ket­ing bud­gets, which in turn cre­ates a fiercely com­pet­i­tive en­vi­ron­ment. How­ever, we re­main op­ti­mistic about the fu­ture of the au­dio-vis­ual in­dus­try be­cause we al­ready started work­ing on di­ver­si­fy­ing our type of pro­duc­tions and are con­tin­u­ously in­no­vat­ing in our pro­duc­tion meth­ods.

Fu­ture For­mat

The 30' sec for­mat will not dis­ap­pear any­time soon in our re­gion. How­ever, the de­mand for al­ter­na­tive for­mats is show­ing high de­mand. Those al­ter­na­tive for­mats re­quire new sto­ry­telling skills from a di­rec­tor’s per­spec­tive and new pro­duc­tion meth­ods that we are al­ready of­fer­ing our clients.

The Lat­est and Great­est

Among the suc­cess­ful projects we re­cently un­der­took are: Banque LibanoFran­caise, Home Loan TVC; Nido 'One Plus' TVC cam­paign; touch 'My Plan' TVC, which was the most awarded com­mer­cial

Pierre Sar­raf,


only ones who stand to ben­e­fit from this new land­scape. Tra­di­tional ad­ver­tis­ing mod­els are chang­ing as in­no­va­tive tech­nolo­gies such as pro­gram­matic and ad­dress­able ads al­low ad­ver­tis­ers to reach con­sumers in new and cre­ative ways. Many tra­di­tional TV providers, in­clud­ing net­works and mul­ti­chan­nel video­pro­gram­ming dis­trib­u­tors (MVPDS), are reeval­u­at­ing their busi­ness mod­els in or­der to adapt bet­ter to con­sumers’ evolv­ing habits. While it’s clear that busi­ness-as-usual meth­ods won’t work in a land­scape that is chang­ing so rapidly, the field is wide open, as all play­ers are look­ing to ex­pand share.

“To­day’s me­dia land­scape is com­plex, but the growth of video-on-de­mand pro­gram­ming ser­vices at Dubai Lynx; Laure & Joseph Moghayzel’s an­i­mated doc­u­men­tary; a cor­po­rate doc­u­men­tary for Tan­mia Food; a por­trait doc­u­men­tary on Rafic Hariri; and two fea­ture films, ‘Go Home’ and ‘Hol­i­day Inn’. can cre­ate op­por­tu­ni­ties for all play­ers in the me­dia ecosys­tem,” said pres­i­dent, Nielsen Prod­uct Lead­er­ship. “For au­di­ences, ad­ver­tis­ers and con­tent providers alike, ad­van­tage will be gained with an in-depth and keen un­der­stand­ing of not just how con­sumer view­ing dy­nam­ics are chang­ing, but why they are chang­ing. Two things were never truer than they are to­day: Con­tent will al­ways be king, and con­sumers will con­tinue to de­mand greater con­trol and cus­tomi­sa­tion of the view­ing ex­pe­ri­ence. Providers who ex­ceed stan­dards on both fronts will have an ad­van­tage.”

touch 'My Plan'

Banque Libano-fran­caise

Rafic Hariri doc­u­men­tary

Me­gan Clarken,

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