YallaFeed and Twitter have launched the first live show in the MENA region, #HawanahZein, on the social media platform. The biweekly evening show will focus on whats happening in the Arab world on Twitter during the month of Ramadan. The first episode will be streamed on May 17. #HawanahZein will be produced by YallaFeed with […]
YallaFeed and Twitter have launched the first live show in the MENA region, #HawanahZein, on the social media platform. The biweekly evening show will focus on whats happening in the Arab world on Twitter during the month of Ramadan. The first episode will be streamed on May 17.
#HawanahZein will be produced by YallaFeed with support from Hollywood-based production company, Propagate. The show will reportedly cover a wide range of real time news and social commentary from across the region including latest celebrity news and TV shows, trending topics across news, sports and entertainment. It will be hosted by two content creators, Abdullah and Nour Ali Saad Fakhr (Aboud and Noor), who are also identical twins.
Unilevers Lipton, Omo and Knorr brands have signed on as sponsors. These sponsorships will allow tailored audiences who connect to Twitter to access and view the live episodes while theyre scrolling through their timelines.
The show will curate whats happening on Twitter based on live conversations that spike on the platform, in a form of live video to appeal to a modern, young Arab audience. From live tweets to polls that engage directly with the audience, the segments will highlight unpredictable, funny and insightful topics during the holy month. The format is based on Propagates show, #WhatsHappening which debuted on Twitter last October.
Twitter is one of our most important news sources and its focus on the live, public conversation has helped our content team tackle deep insights. Now, the platform is fully adopted as part of our daily brainstorming and editorial meetings, said Bahaa Moussalli, Co-founder and CMO of STEP Group. Were really excited about this show because were taking a decades-old TV format and re-interpreting it into todays social news entertainment. It will enable us to engage with our audience while delivering high quality live programming during Ramadan, he continued.
STEP Groups brands; YallaFeed and StepFeed, are among the first publishers in the region that weve partnered with for Twitters In Stream Sponsorships; a programme pairing advertisers and publishers. We have now extended this partnership to bring the first live show on Twitter to the region, said Kinda Ibrahim, Director Media Partnerships, MENA, Twitter. As millenials are consuming more live content, such a show will connect with a hard-to-reach audience that relies on social timelines to discover and consume content.
The live stream will be free and accessible globally to logged-in and logged-out users on Twitter and connected devices. The stream will air every Monday and Thursday from 12am-12.20am KSA, via @YallaFeed.
