JCC has marked a milestone in its strategic development as it revealed new organisation structure with the mission to become the preferred childrens media experience provider in every Arab home and deliver the most relevant and inspiring content across all platforms. JCC encompasses four separate but interconnected audience facing entities that include JeemTV, an advanced […]
JCC has marked a milestone in its strategic development as it revealed new organisation structure with the mission to become the preferred childrens media experience provider in every Arab home and deliver the most relevant and inspiring content across all platforms. JCC encompasses four separate but interconnected audience facing entities that include JeemTV, an advanced media platform for Arab children 7- 12 years old, and Baraem TV, the first preschool channel for children 2- 6 years old. The organisation also offers educational and cultural initiatives such as Taalam.tv, the first Video-On-Demand (VOD) educational portal that offers curriculum complementing material to Arab scholars, and Siwar, the JCC childrens choir that provides the opportunity for talented youngsters from 9 to 16 years old to express themselves through singing.
Haya bint Khalifa Al Nassr, Acting Executive General Manager and Board Member of JCC said: JCC is leading a change at the heart of the business. As a continuation of the QFs mission we are evolving the brand and continuing to uphold the excellence by unlocking children potential. Over the years, JCC has gained a substantial experience by producing a considerable part of the content, and carefully selecting the rest from the best of the international market. At the same time the channel has built on deep insights into researches, which had provided tremendous knowledge into Arab childrens behavior and enabled us to understand what children want and need. With this in mind we wanted to integrate a child centric brand that caters the modern needs of Arab children and a generation of new media adopters, and brand that offers a full scale of 360 degrees proposition and over multiple platforms.
The evolution gave birth to JeemTV, a lifestyle entertainment media platform for Arab children that is confident, empowering and accessible providing content that children want, when and where they want it.
Deputy Executive General Manager and Acting Director of Channels, Saad Al Hudaifi, said: The broader themes of our new programming blocks have been designed to coincide with the physiological, psychological needs of our audiences and their habits, including blocks that cater to kids alone during peak hours and the wider family blocks in the evening. Through our content, we are also developing childrens language and skills and encouraging the use of modern and simplified classical Arabic. JeemTVs content has been acquired, commissioned and produced in-house to deliver the strongest blend of childrens media in the Arab world, guiding them through life, and inspiring them to be good citizens by instilling and encouraging strong values and ideals.
