Opinion

The resurgence of MENA home shopping channels and more in 2019

Vijaya Cherian, Editorial Director, BroadcastPro ME.

I don’t know about you but grocery shopping or meandering through traffic and waiting endlessly for a parking spot so I can purchase a household appliance never ever held any charm for me. I suppose it’s the same for many others going by how Citruss TV has bucked the recession trend in the region.

The Dubai-based shopping channel, which was recently renamed Citruss World of Shopping under its new majority stakeholder Shark Shopping, one of the three biggest home shopping majors in China, had a windfall last year and its biggest target audience is 35-45-year-old Arab women.

The channel has had more than a decade-and-a-half to perfect the art of discovering what sells on TV. With a well-stocked warehouse, well-organised logistics, an excellent after-sales service and the ease of purchase even on WhatsApp, it has fared well.

And now, a month ago, competition has opened up next door in the guise of Ellay.com. It will be interesting to see how the new entry, said to be a partnership with German home shopping network HSE24 Group, will fare in this market.

That aside, some of us will be prepping for CABSAT 2019 as this magazine reaches your desk. One thing you can do in advance is send us information about your participation and the products you intend to showcase at the Middle East’s largest broadcast show. With the vast potential of Saudi Arabia to be explored, CABSAT promises exciting new avenues of growth.

2018 may have been tough but challenges often compel us to think creatively and I’m certain this will result in several new ideas this year. In 2019, BroadcastPro will also have several new events around new topics never addressed before in this market. Stay tuned for more details.

Until then, I wish you a happy and prosperous New Year.

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