Ramadan is one of the most important months for television broadcasting across all the Arab States in the Middle East and North Africa (MENA) region. With the majority of households coming together in the evening to break their fast, Ramadan presents the perfect opportunity for media brands to capture this captive audience, with quality, contend that will keep viewers entertained throughout the Ramadan period. According to a recent research by TNS Global, the UAE has one of the highest percentages of television viewers in the world, with 86% of people watching TV at least once a day. Across the region, this level of viewership increases during Ramadan, with the average daily viewing hours swinging upwards – in some countries up to ten hours per day.
Fatafeat, the leading and most-loved Pan Arab food network in the region, is creating memorable moments for viewers this Ramadan both on and off screen, with an interesting mix of programs and engaging content to inspire the whole family--showcasing some of the best in delicious and inspirational culinary ideas, presented by its lineup of talented local and international celebrity chefs.
More than just a linear TV network, Fatafeat’s point of difference is its unrivalled multiplatform experience which offers audiences extra value off screen through a mix of exclusive content and immersive brand experiences, whether that be through its popular website (over 1.2 million unique users per month) and social media platforms (reaching over five million fans across the region), its VOD offering Fatafeat Play (over 500,000 video views), or popular on-ground activations.
This year, the channel has conducted numerous activities to get closer to their fans and audiences, through a mixture of big regional on-ground activations, digital campaigns as well as the introduction of new celebrity chefs to its talented lineup.
To name some, Fatafeat has launched during Ramadan a region-wide “Best Recipe Contest” to bring its community of foodies together like never before. The ‘Best Recipe Contest’ is inviting participants from all over the region, Egypt to Saudi Arabia and beyond, to compete in a battle of creativity, talent and passion for great tasting and healthy food, with the ultimate prize being to win the chance to travel to Dubai to recreate their winning recipes at Fatafeat’s studios.
Moreover, in February Discovery collaborated with the Dubai Food Festival for the third year in a row to launch the first ever ‘Darnival’ event, featuring the popular ‘Fatafeat Kitchen’ live cooking demonstration hosted by the channel’s biggest celebrity chefs. Discovery also took the Fatafeat Kitchen on tour across the region, including participation at the Qatar Food Festival in March and recently a special appearance in Cairo, Egypt.
From a digital perspective, Fatafeat has also enhanced its offering in 2017, most recently through the launch of its dedicated app which gives fans the opportunity to experience the best of Fatafeat on the move, with regular updates and recipes from their favourite chefs and user generated content just some of the app’s features. The network will also be producing over 1500 short-form videos in 2017 for its digital platforms, offering greater product integration and brand partnership opportunities for potential advertisers.
Whether it is on or off air, Fatafeat’s buffet of appetizing content has always ensured viewers feel inspired throughout the month of Ramadan, and all year round, with creative recipes and useful tips to bring the entire family together.