As the Middle East news scene heats up, Sky News Arabia is adopting a data-driven approach to enhance its content and reach a broader audience. In an exclusive interview with BroadcastPro ME, GM Nadim Koteich shares insights into the channel’s editorial and technical strategies aimed at maintaining its leadership in pan-Arab media.
With competition intensifying in the MENA news broadcasting landscape, what is Sky News Arabia’s game plan?
No news brand, no matter how well-known or established, can stand still if it wants to stay on top. Any changes we make must be data-led, and at the moment we are focusing our innovation on two key areas: the content we produce and the platforms we use to share it. This means adapting our programming based on viewers’ preferences. This year we have refreshed some of our political shows, including the noon and 9pm bulletins, adding more in-depth analysis, and launched new series like Today’s File to complement other existing political programmes such as The Newsroom, The Tough Question and Radar, which provide commentary and debates from both sides of the table.
Sky News Arabia is currently the number one pan-Arab news channel in Egypt, as per the latest Ipsos data. We also have the highest share of linear TV among local audiences in the UAE. Our aim is to retain this loyal viewership while attracting new audiences. To that end, we’ve introduced three new non-political shows, Morning with Maha, Business with Lubna and our sports programme Counter-Attack, and these are just a few of our recent launches, with more to come. These formats appeal to a broader audience with engaging, light-hearted and insightful content. For example, Business with Lubna has already achieved significant success, garnering over 21m organic views across social media in three months.
With our fresh programming, we are confident that we will appeal to an even larger audience across the Arab-speaking world. We leverage data-driven insights to ensure our stories reach audiences where and when they want to consume them, optimising content for different platforms, whether short- or long-form, vertical or horizontal. Research shows that vertical videos are 150% more successful in click rates than horizontal ads on social media.
We also take great pride in the talent we have at Sky News Arabia. With teams spread across 18 bureaus outside the UAE, we cover the political spectrum, bringing in specialists our audience should hear from and letting viewers form their own opinions by providing wider context from both sides of the debate.
We understand SNA is pushing forward with a new, outside-the-box strategy. In this context, could you tell us some of SNA’s content plans and how you intend to make news more appealing to an increasingly diverse audience?
It’s important for content to be as diverse as the region itself and tell the stories that matter to the entire Arabic-speaking population. We produce content that resonates with various demographic groups, both regionally and globally. Our unique approach to news is to tell the full story, offering perspectives others may shy away from. It’s essential that we provide our audience with content that educates, stimulates curiosity and challenges perspectives. To achieve this, we are expanding our coverage to include more in-depth analysis, human interest stories and investigative journalism, ensuring we not only inform but also engage viewers across all segments, including digitally savvy youth, informed professionals, community leaders and the Arab diaspora. Additionally, we are adapting our news for today’s audience, who often prefer to consume content in short-form clips or infographics on social media. We are committed to delivering concise, engaging stories that maintain the depth and balance we are known for, while catering to different viewing habits.
It is said that news from the MENA region is typically targeted at the 40+ age group. Has this proven true for SNA? If not, how is SNA innovating to also cater to a younger audience to get them interested in news?
Our audiences span a variety of age groups – in fact, this year at SNA we saw a 45% increase in engagement from Gen Z audiences on our TikTok. We do not look at age groups when we analyse our audiences; instead, we study their interests and behaviours and cluster them that way. The digital revolution has impacted most age groups that watch our network. Our audience is forward-thinking, progressive and educated, and we know that they care about content that matters and supports a better and brighter future. This aligns well with our strategy of focusing on forward-thinking, hopeful programming.
That’s not to say we’re going to ignore difficult news stories, but we want to maintain the mindset that a brighter future is ahead, no matter how challenging the world may seem. We aim to foster dialogue, showcase both sides of the debate and let our viewers make up their minds, but it takes a certain kind of person to be open to that. You have to be intellectually curious and open to reassessing your views, rather than someone who is stuck in the past and believes that nothing will ever change.
That’s the demographic we are speaking to, and it cuts across generations, as Sky News Arabia has nearly 53m followers on social media. That is why we are evolving how we share the news across our various social media platforms, on the website and on air, so we can reach that demographic wherever they’re tuning in.
What are the long-term goals of Sky News Arabia?
We are dedicated to being a platform that not only informs but also inspires our audience to think critically and act decisively in shaping a better future, a vision we see unfolding right here in the UAE. To achieve this, we are expanding our reach by embracing cutting-edge technology, diversifying our content and deepening engagement with Arabic-speaking audiences across the region and beyond. While continuing to provide balanced and nuanced perspectives on global and regional issues, we strive to be a trusted source of news that empowers people to make informed decisions. We will also soon be moving to our new state-of-the-art studios on Yas Creative Hub, which will allow us to harness the latest advancements in broadcasting and content creation, enabling us to elevate the way we tell stories and engage with our audiences.
What strategies has SNA employed to engage with and retain its audience in the digital age? How does SNA balance traditional broadcasting and the growing demand for digital content?
One of the key strategies we’re introducing is our focus on creating digital-native content across all platforms while still leveraging linear TV to feed and support our digital operation. This approach acknowledges the shift in how audiences consume news and information, particularly as more people turn to digital and social platforms as their primary sources for news. By producing content that is specifically tailored for online platforms like TikTok, Facebook, X and Instagram, we ensure that we are not just repurposing TV content but crafting unique experiences that resonate with the fast-paced, mobile-first habits of today’s consumers.
At the same time, we recognise the enduring power and reach of linear TV, particularly in regions where it remains a dominant medium. By using linear broadcasts to drive attention to our digital platforms, we can effectively bridge the gap between traditional and digital audiences. Our TV content serves as both a foundation and a feeder for our digital efforts, allowing us to deliver breaking news, in-depth analysis and live updates on TV while creating more interactive and bite-sized versions of these stories for social media and websites. This cross-pollination between linear and digital ensures that we remain relevant on all fronts, reaching viewers wherever they choose to engage with the news.
By adopting this integrated approach, we are not simply following where audiences are going but anticipating their needs, offering a seamless and engaging experience across all platforms. Linear TV fuels the digital operation by providing a reliable stream of high-quality content that can be adapted, repackaged and shared digitally in real time, ensuring that our coverage is always up-to-date and accessible to audiences across all formats.
