Marketers and advertisers often get starry-eyed looking at the gradually climbing viewership, engagement, and ad impression figures on analytics dashboards while building brands or sales funnels on social media channels. While this is true, the effectiveness and impact of campaigns on more traditional platforms such as linear TV remain undeniable. So, rather than one or the other, should brands and marketers make integrated and omnichannel approaches commonplace?
Well, media leaders such as Nadim Koteich, the GM of Sky News Arabia, definitely vouch for an integrated approach. While digital channels offer targeted, interactive, and more affordable options, linear TV’s powerful storytelling capabilities have proven to maximise reach, reinforce strong brand messaging, and create memorable campaigns.
Yet, there is a growing misconception that younger Arabs may not engage with traditional print, linear TV, and with the news across such integrated platforms.
To determine the veracity of such misconceptions around media, channels, audience, viewership, and the future of linear TV, among others, Campaign Middle East decided to have an in-depth conversation with Sky News Arabia’s Nadim Koteich.
Setting the record straight
Koteich started the conversation highlighting how data makes the case for an integrated approach.
Sharing insights from Sky News Arabia’s viewership and engagement, he said, “Besides the fact that studies show that 45 per cent of Arab youth still get news from TV, our data also shows that many of these misconceptions are simply not true. We continue to see engagement from people of all ages across our platforms. This is the beauty of having a multitude of options today to connect with audiences and cater to varying consumption needs.”
That said, it’s quite clear that linear TV is no longer a solo player; it needs to tactically team up with various platforms to go where the audience is.
Koteich explained, “Linear TV is evolving, not dying. To remain relevant, news channels must extend beyond linear TV and go where the audience is. Linear is one of the platforms of a brand, and as other platforms become relevant, we must stay agile and adapt our content to deliver tailored and personalised messages for each platform, considering each platform’s audience and habits.”
For instance, Sky News Arabia has increased its focus on interactive and multimedia content to enhance user experience, ensuring its stories reach every device.
“News must be mobile, creatively flexible, and timely to stay in the moment. We have a dedicated team producing bite-sized content for social media, alongside live-streaming breaking news and offering in-depth reports on our website. Engaging across these channels has enabled us to connect with younger audiences, receive instant feedback, and gain deeper insights into our viewers. We have also recognised that many prefer on-demand content, as people increasingly want to consume media on their own schedule and expect seamless access anytime, anywhere,” Koteich said.
In a day and age where time and attention are the prime currency, the way this content is packaged becomes just as important.
“In 2024, audiences across the Arab world increasingly favour short-form informative content that gets to the heart of the story – whether the content is political, trending news, business, or lifestyle. Time is a rare commodity these days, and it’s important for media and content creators to adapt to capture the reader’s interest,” Koteich said. “Short-form content is the most popular – whether it’s on Instagram or Facebook Reels, YouTube Shorts, TikTok, or Snapchat videos – reflecting the region’s youthful and highly connected audience.”
Data also makes the case. Several studies also show that the UAE, Bahrain, and Qatar have the highest levels of social media adoption. Google has reported that Saudi Arabia is the biggest per capita user of YouTube worldwide. When it comes to TikTok, the top five countries by reach are in the MENA region. In Egypt, 77 per cent of YouTube users tune into the platform daily.
“Social media provides direct insights through audience engagement, a key metric at Sky News Arabia that is essential to maximise and deepen our understanding of viewer preferences and consumption habits.It is important to create content specifically for each platform,” Koteich said.
“Simply reformatting linear content for social or vice versa is a mistake many make, which alienates viewers and readers. A multi-platform content strategy is a must for any media news organisation today,” he added.
He went on to explain how Sky News Arabia caters to a cross-generational audience, consistently refining its content based on data-driven insights.
“We have found that our flagship business programme, Business with Lubna, draws engagement from 35- to 44-year-olds, as well as youth aged 18 to 34. Similarly, our political programmes and segments continue to see online growth, such as our noon and 9pm shows – with the latter proving to be our third most engaging programme online,” he added.
Linear TV: Content is king, Credibility is the throne
Koteich goes on to share that the integrity and the authenticity of the content is what’s most important.
“Where there is human behaviour, there is evolution. Brands now rely heavily on storytelling and unique content to engage audiences – and in the media industry, content is king. Regardless of the platform, content must be substantive and authentic. Our success is due to the multi-channel format, topical content, and conversational style of our on-air talent, complemented by various specialists’ expertise, which adds depth to the topics. The ambition is to create a deep connection with our viewers, where they tune into us as a trusted source of information,” Koteich explained.
He also shares how this era of authenticity has transformed the role of journalists, presenters, and reporters, who are more than just conveyors of information since their connection with viewers can either build or undermine credibility.
“It is important for journalists, producers, marketers, and advertisers to acknowledge that young people have a discerning eye and a wealth of content options at their fingertips. To keep them engaged, content must be consistent in authenticity, relevance, and speed, while offering a unique point of view,” Koteich said.
“We have found that adopting more of a focus on the human story resonate better with younger audiences. In an over-saturated space, it is our unique delivery style and exclusive content that enable us to stand out. Young Arabs are looking to gather the data and form their own judgments – they don’t want to be told what to think; they want to be informed and inspired.”
He added: “In today’s media landscape, to gain credibility in the eyes of the viewer, it is important to maintain the highest standards of ethical journalism, regardless of the platform we are publishing on. Every piece of content, whether news or analysis, upholds our commitment to honesty and clarity, blending classical journalism with a modern approach to engage effectively with our audience.”
Understanding what drives engagement is not an easy task for marketers today, as algorithms often dictate the game.
Koteich concluded, “It all starts with understanding your community’s needs and staying true to your brand and offering. As Steve Jobs once said, the idea is only 10 per cent of the work; without smart, collaborative execution, great ideas never leave the whiteboard. This has never been truer than in today’s interconnected landscape.”
