Com­pet­i­tive plat­form

TV AlHi­jrah shifts fo­cus un­der the di­rec­tion of new CEO.

The Star Malaysia - Star2 - - SHOWBIZ - By ZIEMAN en­ter­tain­ment@ thes­tar. com. my

IZELAN Basar has only been CEO of TV AlH ijrah for four months and yet in that short time, he has proven to be a mas­ter of team­build­ing.

With his dis­tinct man­age­ment style, Izelan not only won the hearts of his staff, but some of his plans are al­ready pro­duc­ing fast re­sults.

This new boss of the re­li­gious TV sta­tion made sure his team is on the same page as him where his vi­sion is con­cerned. H e set out to rev­o­lu­tionise many things and made some crit­i­cal changes since he took over last April.

“M y fo­cus is to make sure TV AlHi­jrah re­mains a com­pet­i­tive plat­form and at the same time at­tract view­ers. With all the ex­pe­ri­ence be­hind me, I can’t fail TV AlHi­jrah view­ers. I am ex­pected to per­form and that’s what I am do­ing now, al­beit at a faster pace,” said this for­mer TV presenter who was in­ter­viewed dur­ing the launch of the re­li­gious pro­gramme Lab­baikallah, which gives com­pre­hen­sive cover­age of Malaysian pilgrimage in the holy land dur­ing this coming H aj.

Among his ag­gres­sive ex­pan­sion plans in­clude the set­ting up of AlHi­jrah Big Stu­dios ( ABS) in Cy­ber­jaya re­cently, strength­en­ing the AlHi­jrah M edia por­tal, set­ting up a ra­dio sta­tion and in­tro­duc­ing 30 new re­li­gious pro­grammes with three sig­na­ture shows.

TV AlHi­jrah will also launch four new chan­nels – Mus­lim Life­style, Hi­jrah Kids ( ed­u­cat­ing kids about Is­lam and its tenets), Hi­jrah Docu ( re­search- based) and Hi­jrah Ilmu ( re­li­gious ser­mons, Al- Qu­ran and ha­dith) soon.

Izelan’s treat­ment for Lab­baikallah, which has en­tered its sixth sea­son this year, is dif­fer­ent and more in­ter­ac­tive. The word “Lab­baikallah” is ac­tu­ally the chant­ings by pil­grims when they visit the Kaaba for H aj and Um­rah.

“O ur sur­vey showed that 70% of our view­ers are housewives and women. So the whole outlook and the feel of the pro­gramme have to change.

“We have in­cluded new seg­ments like the in­ter­ac­tion and com­mu­ni­ca­tion slot, which will be han­dled by the host, the pop­u­lar Us­taz Don Daniyal Don Biya­jid. We also know that view­ers like to be re­warded; hence we are of­fer­ing a Pro­ton Saga, three M ode­nas M otor­bikes and six Um­rah pack­ages for the lucky win­ners,” said Izelan, 57.

Lab­baikallah, which of­fers daily re­ports on the hap­pen­ings and de­vel­op­ment dur­ing this H aj sea­son, will have a mixed for­mat, which is partly recorded, live from the stu­dio, video talk via Skype and Q& A ses­sion with the view­ers.

A team of five TV crew left for Mecca and Mad­i­nah on July 28 to film the H aj op­er­a­tions and to broadcast live cover­age.

“Among all the five pil­lars of Is­lam, the per­for­mance of H aj dur­ing the month of Zul­hi­j­jah is very sig­nif­i­cant. Surely we have to make it big. We will have a se­ries of pro­grammes to sup­port Lab­baikallah in build­ing up the show,” he said.

The 17- episode Lab­baikallah started broadcast on Aug 29 and will air un­til Sept 14 ( TV AlHi­jrah is avail­able on As­tro Ch 114 and Hyp­pTV Ch 114).

Since view­er­ship for the re­li­gious pro­gramme has in­creased and the sub­scribers to its por­tal al­hi­jrah­me­ has reached al­most half a mil­lion, Izelan said he has to think of how to po­si­tion TV AlHi­jrah glob­ally.

“We have 30 pro­duc­ers in TV AlHi­jrah and they have been given the task of churn­ing out one pro­gramme each for the sta­tion. That means we will have 30 new shows soon.”

Izelan says his first 100 days in of­fice have been chal­leng­ing where he fo­cused on the op­er­a­tions, bud­get­ing, con­tent and mar­ket­ing.

“The sec­ond half of the 100 days in of­fice is even more cru­cial. I’m try­ing to get the right bal­ance be­tween mov­ing too slow or too fast. I can’t help but feel like Alex Fer­gu­son coach­ing a team of foot­ballers.

“I have to de­velop the tal­ents, make good de­ci­sions, take some risks and help them score goals in or­der to win the ‘ game’.

“M y main task is to give a clear di­rec­tion and build­ing a high per­form­ing team.”

Pop­u­lar preacher, Us­taz Don, is the host for re­li­gious pro­gramme Lab­baikallah. — Hand­out

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