Middle east business beats the credit crunch with unique international broadcast support
Key figures in the Middle East real estate sector have welcomed action by a leading producer of international broadcast films to support companies hit by the credit crunch.
European Business Television and its ground-breaking internet TV channel Middle East Business Television have taken a bold decision to offer businesses an unprecedented deferred-payment opportunity. The initiative, believed to be the first of its kind in the industry, will allow companies under pressure from the worldwide economic squeeze to ‘Broadcast Now, Pay Later’.
EBTV is producing corporate profiles and ad campaigns for new and existing clients to be aired in prime slots on international television networks. Broadcasts will reach up to 250 million subscribers and target high net-worth and investor audiences across Europe, Asia, Middle East and North Africa.
All production and broadcast costs to clients will be deferred until April 2009. By this time it’s anticipated that many companies and organisations will be in a stronger position, setting new budgets against a much clearer economic picture. Similar payment options have been drawn up by MEBTV for companies looking for promotional coverage on the web-based channel.
The deferred-payment deals are aimed at backing new efforts by the real estate and other sectors to offer a range of easy payment options. It’s hoped these will soften the impact of the troubled economic climate on their customers and help to revitalise struggling business.
London-based EBTV has created films, ad campaigns and dedicated internet TV channels for over 80 clients worldwide, more than half in the Middle East. These include brand names such as Bulgari and Dove, and in the GCC region Sorouh, Masraf Al Rayan, Bahrain Bay and other major industry players. EBTV was Media Partner to ICG Events at the international Sukuk Summit 2007.
Managing Director Rashid Ahmad says the new initiatives present an ideal strategy for companies hit by the financial crisis, at a time when the competitive edge offered by high-level media exposure conflicts with caution over marketing spend.
Leading figures in the real estate sector are supporting the move. Graeme Fisher, Partner of UK and Middle East-based architects Godwin Austen Johnson, says:
“This is a great initiative by EBTV and demonstrates the company's empathy with the struggles that many firms in our industry are currently experiencing. At a time when liquidity and credit are scarce commodities this is exactly the kind of approach that the market so desperately needs and I commend EBTV for its proposal.”
Victor Orth, Managing Director of Qatari property developer The Land says:
“I think EBTV's plan to encourage developers to broadcast to a pan European audience during these times of uncertainty is a great opportunity. It will allow them to showcase their products in great detail and to find buyers they might not reach through an exhibition.”
Rashid Ahmad believes that in a climate of financial uncertainty leading players recognise the need to be at their most creative and forward-thinking.
He says: “That’s always been the business philosophy at the heart of the success of both European Business Television and Middle East Business Television. And from the positive response we’ve had so far, our clients are thinking the same way.”
