National Geographic has ambitions to make a new Arab brand

Anna Seaman

• Last Updated: November 20. 2009 11:07PM UAE / November 20. 2009 7:07PM GMT

ABU DHABI// Nearly five months ago, National Geographic launched an Arabic version of its television channel, reaching 50 million homes across the Middle East.

But that is only the beginning of National Geographic’s ambitions. The executive vice president at National Geographic International has more plans for the channel’s regional centre in Abu Dhabi.

“This is our first free-to-air channel in the world and I want to do everything I can to make it work,” said Sydney Suissa.

“I am here in Abu Dhabi to talk to the local team, find out their needs and what they are looking for as well as to begin setting up a system to allow us to know the regional production teams a lot better.

Currently, most of the programmes aired on National Geographic Abu Dhabi are produced internationally. They have been broadcast previously in other countries and dubbed into Arabic.

The quality of content, said Mr Suissa, is what viewers rely on.

“Our viewers don’t turn to us for local news or programmes about the region, they turn to us for big blue-chip programmes about culture, natural history or science and technology. Obviously we bear in mind regional sensitivity, laws and customs but we are an international channel and our content is universal.”

Mr Suissa was keen to stress, however, that National Geographic was more than just a television outlet.

“We are not just a channel, we are a brand. Not only can viewers in the Middle East tune in and get Arabic versions of all our most popular shows but they can expect to benefit from exhibitions of our photographs, educational film screenings in schools and universities, and we are even thinking about translating the magazine into Arabic.”

His visit to the capital this week, he added, was to put in place measures to bolster the local production community.

Although specific plans are still at the discussion stage, Mr Suissa cited National Geographic’s presence in Singapore as a model.

The channel entered the Asia market six years ago and after workshops and training sessions, the region was producing its own programming.

Viewers locally have quickly adjusted to watching the National Geographic channel in Arabic. Some even admit to being addicted.

Housam Arab, 42, a mechanical engineer, has been watching the channel for two to three hours a day for the past two months.

“At first I enjoyed the programmes about wildlife; lions in the forest, snakes and crocodiles. Then I discovered the technological ones about things like airplane crashes and how they are caused.

However Mr Arab complained the programmes on the channel were becoming repetitive.

Rohit D’Silva, the general manager of National Geographic Abu Dhabi, said he hoped the channel would soon become an integral part of society.

“We chose the Middle East to launch our first free-view channel because around half the population are under 25. We want school age children to grow up with National Geographic so they will connect with it for the rest of their lives.”

National Geographic Abu Dhabi, which was launched by the Abu Dhabi Media Company, owners of The National, is available on Arabsat and Nilesat

aseaman@thenational.ae