ARABIC DRAMA HONOURED BY EMMY AWARD

Arabic drama has achieved great success and extensive popularity in the past few years due to the distinguished works it provides and the varied subjects it touches on. At the 36th International Emmy Awards Gala, a Jordanian produced television mini-series named “Ijtiah” was announced as the winner of the Telenovela category. The awards were presented by the International Academy of Television Arts & Sciences, the largest organization of broadcasters with more than 600 members from nearly 60 countries.

Ijtiah tells a different type of love story during the Israeli 2002 invasion of Jenin camp in the West Bank. It is a courageous tale of a refugee camp that refused to bow and of people attached tightly to their home land. It tells the story of a Palestinian freedom fighter who is persecuted by the Israeli authorities and then falls in love with a young Israeli women.

As politically, economically and socially sensitive as it is, the series was nominated awards by the international forum. This proves the point that it is not only the core of the idea behind the work that is important, but what actually matters is the high quality product produced at international levels. The key does not only lie in illustrating the facts or opinions but actually the execution of the work to superior levels.

What is interesting is that the series “Ijtiah” was banned from all TV stations except the Lebanese Broadcasting Channel (LBC). Ironically, all the other Arabic TV stations who refused to broadcast the series, produce thousands of daily programs that contradict with our culture and inherited values and traditions.

This brings us to the realized myth that Arab brands, Arab work or Arab Entrepreneurs cannot go global. Arab producers should first believe in their potential, expand their awareness reach and work on exchanging ideas and solutions. In the end, no one can suppress reality or freedom of speech if executed in a smart and non biased manner.

Another good example of Arab production media works is the movie “Paradise now”. The movie, which narrates the story of 2 childhood friends recruited for a suicide bombing in Tel Aviv, was nominated for Oscars. The movie deals with one of the most prickly and difficult issues facing the world today but yet was able to make their work vivid to the world. The Arabic drama world has a large number of talented people in various fields and areas of  specialization. What some lack though is the courage and sense of adventure.

While brands such as Pepsi, Apple, and Google are globally recognized, Arab brands such as Emirates Airlines, Emaar, and al Jazeera news are also catching up.

Take Al Jazeera for example. A brand poll conducted in 2005, found that the Qatar based channel was the 5th most recognized brand among a global list registered. Despite its Arabic name and Arabic language broadcasting through its many years of action, Al Jazeera launched in 2006 Al Jazeera International and is now viewed by majorities around the globe.

Because of international level implementation techniques, and belief in the Arab brand, Al Jazeera now is getting the attention of the whole globe.

Narrowing down to the region, it is very interesting to point out that Abu Dhabi too, has realized the power and benefits that come from being an internationally recognized brand. It has formulated a strategy to become the favoured tourist and business address in the gulf not only investing in its infrastructure, but also in building and positioning its brand. In November 2007, Abu Dhabi launched the office of Abu Dhabi Brand, devoted to promoting the Emirate internally and externally.

Another very good example targeting the Arab Youth is the MBC4 young talents program. MBC gave the chance to show the world that Arabian gifted youth are also talented, each in his or her special way and share their talents with the world.

All of the above illustrates O2’s vision and belief to be the first UAE based communications network to go global.O2’s team constitutes very talented young ambitious members that believe in the brand and will devote their time and experience to help take O2’s brand globally.

View YouTube Video of Jordanian drama wins Emmy for Al Ijtiyah