The Arab Spring has spelled a tough year for the regional advertising market, according to the new chief executive of MBC.
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Sam Barnett, who was on Sunday promoted to the role of chief executive at the region's largest TV broadcaster, said the regional unrest had a negative impact on the regional advertising market.
"Events earlier in the year - and ongoing - have been tough for advertisers, and for businesses across the region," said Mr Barnett. "Advertising often suffers most when there's a short-term dip in confidence."
Mr Barnett said MBC was performing "well", given the wider trends in the market, and said its commercial performance improved during Ramadan, the most important month for TV advertising.
"Some months have been better than last year; some months have been worse. We are hoping the advertising will either be flat or slightly up," he said.
"We're now waiting to gauge what the impact of the European crisis will be, particularly on the multinationals. But we're positive," he added.
There are no reliable figures on the total advertising spending in the Arab world. However, industry executives say the true spending is in the region of US$5 billion (Dh18.36bn) across all media.
That is one of the lowest per-capita advertising expenditures in the world, and Mr Barnett said that meant the market had room to grow next year.
"The advertising per capita here is lower than it should be, so there are some strong fundamentals in our favour," he said.
However, he added MBC would remain prepared for unexpected events next year.
"Clearly this year, political and economic uncertainty have hit. And I'd be foolish to say all that uncertainty will go away, and that there will be a straight-line growth next year. We hope that's the case, but we remain ready for any other black swans that appear on the horizon," he said.
It was announced on Sunday that Mr Barnett, who has worked at MBC for nine years, had been promoted to the role of chief executive from chief operating officer.
The role of chief executive was previously assumed by Sheikh Waleed Al Ibrahim, who remains the chairman of MBC.
Mr Barnett said he does not foresee radical changes of the company following his appointment.
"In the immediate term it doesn't mean very much. MBC had a clear strategy on Sunday; it's the same strategy on Monday," he said.
"This is an evolution, and there's no radical change … this is really a division of responsibilities." He added Sheikh Waleed was likely to continue to be involved in the day-to-day running of the network.
"He has an acute eye for what the audiences enjoy, and what will be successful. And he will continue to give us the benefit of that," said Mr Barnett.
The new chief also works closely with Ali Al Hedeithy, the vice chairman of MBC. The group is owned by Saudi Arabian investors, but is headquartered in Dubai.
Mr Barnett said there was no implication his promotion was a political one. "I don't see myself as a political appointee or a politician or anything of the sort. I have a commercial background, and I'm running the company on a commercial basis," he said.
MBC, which claims to reach more than 100 million viewers on an average day, currently broadcasts 10 channels including MBC1 and the Al Arabiya news station.
bflanagan@thenational.ae
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Spending an excessive amount of time on the phone.
Neglecting personal, social, or academic responsibilities.
Losing interest in other activities or hobbies that were once enjoyed.
Having withdrawal symptoms like feeling anxious, restless, or upset when the technology is not available.
Experiencing sleep disturbances or changes in sleep patterns.
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