Warner Bros. Discovery’s Grigory Lavrov explains the importance of keeping it local when it comes to content
HOW DO YOU ENSURE CONTENT STAYS FRESH AND RELEVANT?
As a newly combined company, we have an enormous library of content to offer our audiences. But we believe that in order to stay fresh and relevant in the region, it’s crucial to have locally relevant content next to our international offerings. The best way to build a robust collection of local content is by understanding regional audiences’ needs. Therefore, we conduct regular consumer research to understand better what sparks their interest and keeps them engaged.
During research focusing on Fatafeat, the biggest food channel of the Arab entertainment world, we found that more and more of our consumers are turning to digital content as a preferred source of entertainment. We leverage agility to sustain relevance. Hence, for this year’s edition of our annual Ramadan campaign, we’ve created over 100 digital assets in tandem with our stirring line-up of shows for linear viewing. It is also a known fact that today’s consumers’ attention span is as short as eight seconds, so we made sure to keep them engaged throughout Ramadan by creating snippets from the show and creative hands and pans food tutorials on our website and across social media platforms.
Localization is crucial for us now and in the future, as we want to relate and resonate with our audience as much as possible. Last year, in partnership with STARZPLAY, we launched ‘Say Yes to the Dress Arabia’. We used the same globally loved format with a region-based host and brides. The show trended on the platform and was among the best-rated shows at its launch in February of last year.
WHAT CAN WE LOOK FORWARD TO FROM THE NEW SHOW SWEET OBSESSIONS?
Sweet Obsessions will follow the life of Chef Chahrazad, a renowned food influencer, as she showcases her baking talents while giving viewers a glimpse of her life and the obstacles she has overcome to become a successful chef. From her passion for baking to her unwavering determination, Sweet Obsessions is a sweet journey that will inspire viewers.
By Grigory Lavrov, VP Marketing, Local Brands & Franchise Management in CEE & MENAT at Warner Bros. Discovery
