Arabnet Arabnet

Quest Arabiya is a new Arabic-language TV channel, the fruit of a recently announced long-term partnership between Image Nation Abu Dhabi and Discovery Communications. The channel will supply Arabic and MENA-generated content to fill what it views as a gap in the Arabic factual entertainment TV market.

As a free-to-air channel, Quest Arabiya will be distributed via Arabsat and Nilesat, and aims to reach 45 million households in 22 MENA countries. The channel, an Image Nation company, will benefit from the experience and content of Discovery Channel in both localized programs as well as newly-produced content.

Featuring Localized and Locally-Bred Programs

Some of Discovery’s hit international shows – Deadliest Catch, Gold Rush and Bear Grylls’ Man Vs Wild – will be fully adapted for MENA audiences through dubbing and the use of full Arabic graphics.

Furthermore, new shows will be developed, shot, and produced in the MENA and fronted by regional presenters. Quest Arabiya has already produced two shows that are now ready to air: Malooma and Hakawi (“stories”, in Arabic). The second a series of short films which include profiles reflecting the passions and interests of people in the region, such as a Jordanian pigeon keeper, an Egyptian parkour team, and a female Bahraini bodybuilder.

Another local-grown show, Arabia X, revolving around extreme sports in the region, is currently in its production phase. Quest Arabiya describes it as an adrenaline-fueled journey following two presenters across the region to showcase such activities as deep water soloing in Oman, white water rafting in Morocco, and snow para-gliding in Lebanon.

Carl von Doussa, General Manager of Quest Arabiya, said: “By accessing and regionalizing Discovery’s extensive catalog of internationally-acclaimed shows, as well as commissioning incredible regional programs that give a real insight into in the region and its people, we are creating a unique mix of content.”

The Quest for MENA Talents

Fostering regional talent is key to the development of the channel. In one pre-launch campaign called “Quest For Talent”, Image Nation set out to find future presenters for the channel. More than 1,200 aspiring presenters from across the MENA sent in videos in response to the initiative. 13 candidates made the final cut, and can be seen as of today in a series of short clips called “Info Bites”, presenting fascinating facts about the region.

“The launch of the channel is very much in line with Image Nation’s commitment to supporting the regional media industry, providing opportunities for regional production companies to generate content and showcase regional talent,” said Mohamed Al Mubarak, Chairman of Image Nation Abu Dhabi.

Backstage with a MENA-Centric Content Strategy

As per Khalid Khouri, Deputy General Manager at Quest Arabiya, and Shereen El Meligi, Programming Director, the channel’s core content reflects a rich library of popular shows and focuses on 6 key genres: Extreme Outdoor, Turbo, Engineering, Nature & Wildlife, Science & Space, and People & Places.

Other content areas include periodic themed programming, such as “Big Cats” and “Shark Weekend”. The first Saturday of each month will feature “Saturday Night Specials”, during which documentaries of regional interest will be screened.

“Quest Arabiya showcases fascinating stories from all over our region – highlighting positive achievements that have never been seen before on TV. Image Nation has a proven track record in creating first-class filmed media content and our knowledge and expertise in regional production – along with Discovery’s international expertise – will ensure the highest standards of programming,” said Al Mubarak.

Broadcasting in the Age of Digital and Social Media

In its recently-established partnership with Image Nation, Ericsson, the worldwide leader in communications technology, will provide playout, media preparation, media management, and archive services for Quest Arabiya.

Quest Arabiya’s digital offering aims to be iron-clad. According to von Doussa, “Not only are we available free-to-air in every MENA country, we also have a world class online package. What sets our website apart is the user-friendly way the content is presented, and the fact that you can watch our programs on any laptop, tablet, and mobile anywhere in the MENA without having to download an app.”

Through its social media channels, Quest Arabiya will gather feedback and generate story leads to ensure it consistently shares relatable content with its viewers. Furthermore, future shows will be commissioned based on this data – meaning communities get to shape what they ultimately see on the screen.

The website also includes a catch-up service, which means all programs will be available for online viewing for up to 7 days after airing on TV.