Ramadan ratings war grips Tunisian TV market
2009-08-26
Fierce jostling among four local TV stations is creating a Ramadan ratings war that baffles some Tunisians.
By Mona Yahya for Magharebia from Tunis — 26/08/09
 [MOULDI CHAIRAT/AFP/Getty Images] Tunisia's Ramadan traditions are now blended with a diverse dose of television programming. |
Tunisians are feeling a little overwhelmed by a wild television ratings race that some say affects everything from family life to work performance this Ramadan.
"Years ago, we only watched one official TV station, and followed the shows and serials broadcast on it," said Tunis resident Noura. "Now, we have many stations, each claiming to be the best and most entertaining. That is so confusing."
"There are too many serials and shows," said another viewer. "So we're confused and don't know how to organise our time to enjoy the Ramadan parties."
Tunisians, who generally spend more "family" time glued to the glowing screen during Ramadan, now receive four local channels: Tunis 7, Hannibal, Channel 21, and newcomer Nisma TV. In addition, over 400 other Arabic channels are available via satellite, crowding the airwaves with serials and religious programs during the holy month.
"In previous years, the volume of shows was limited," said another Tunis local, Saneya Ateya. "Now, there are four stations, in addition to the Arabic channels and the Ramadan parties."
To get an edge on the competition, Tunisian channels are mixing up the hours when they air their most important shows. This jumbles the once orderly Ramadan routines of families and employees alike.
"The animated series '2050' broadcast on Hannibal is great, and so is 'Zorroh' on Nessma TV," said Emad, a civil servant. "I change my evening plans based on the timing of those shows."
"Actually, it's confusing, especially for employees," said Ateya. "This affects our performance at work. Late evenings can be very exhausting."
Despite the heavy competition, Tunisian channels are clinging to relatively high ratings. According to media research firm Sigma, state-owned Tunis 7 holds second place with a 13.6% audience share, followed by Hannibal, a private channel, with 10.2% in July.
However, the globalised TV market is tilting Tunisian audiences towards the outside world. Dubai-based MBC4, which bills itself as offering "the best international drama, chat, comedy and light entertainment", leads the pack with a 17.8% audience share.
Competition among TV stations has become so ferocious that the courts are getting involved. Hannibal TV, for example, filed a civil suit demanding that Nessma TV stop broadcasting the Syrian serial "Bab Al Hara" under a four-season contract with MBC4. Hannibal officials claimed they had exclusive rights to air the serial in Tunisia between January 2009 and December 2013. The courts tossed out the suit.
Some Tunisians are at the point where they feel the TV channels will do anything to lure viewers.
Nessma TV made waves last week when it broadcast a special interview with Italian premier Silvio Berlusconi on the "Nas Nessma" show, marking the first time such a high-profile public figure appeared on the channel.
"I couldn't believe Berlusconi was on TV," said Zyad, a store owner. "I called the whole family and we were all glued to the TV to watch the interview."
Nessma TV's advertising blitz is so extensive that it includes posters, newspaper ads and radio commercials touting its Ramadan programming. Station employees even hand out fliers on the street.
All the TV channels' offerings and advertisements seem to be winning plenty of converts.
According to residents of the capital, Tunis 7's serial "Maktoob", now in its second season, has many Tunisians chained to their TV sets.
"Right after the news, the entire household freezes to watch the serial," said Dina, a fan.
"I was a guest in a Tunisian family's house, and I noticed that the entire family watched the serial, followed by another program," said one French visitor to Tunis.
"It was as if life had ground to a halt," he added. "And afterwards, they only talked about the show."
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mourad Posted 2009-08-27
Investigation continues in the case of “Al Mousamih Karim”. 26/02/2009. Investigation continues in the case of “Al Mousamih Karim”. After hearing “Larbi Nosrat” manager of Hannibal channel and Alla Chebbi, Atounsia learned that the investigating judge summoned today the host Hala Douaoui. He listened to her and the same charges were addressed to her as Larbi Nosrat and Alaa Chebbi. She is still on trial but she remained free pending the decision of the court. Atounsia: Hanibbal channel, Larbi Nosrat resigned from his office as president of the board of directors of the private TV channel Hannibal. The resignation came after the meeting of the board on February 25, 2009 according to the minutes of the meeting recorded in the treasury of Ariana on March 12, 2009 registered in the district court of Ariana on Marhc 27, 2009. The minutes of the meeting stipulated the resignation of Larbi Nosrat from the presidency and membership of the board of directors of international company for audio-visual production (Afep-Tunisia) owner of Hannibal channel. He was discharged of all his acts during his office. Khaled, Saloua and Najat were appointed members of the board for three years. Khaled Nosrat was appointed chairman of the institute to replace his resigning father.
BEN Posted 2009-08-27
Tunisian television could represent a challenge for ratings in the Maghreb. At the advertisement level, Moroccan television wins the prize for weakness. Never in any country - even the least developed - will you ever have television that so insults its language, its society and its intelligence on a daily basis without the slightest bother for those who watch it without shouting insults back. This is a national disaster. It is enough to just watch it in order to be completely convinced of this. Fortunately, we can flip the channel or read. This is to say: the programmes that are undermining Moroccan culture are created by unscrupulous producers, which provides quite of good reason for why they are making them. However, we would like to know the cost of these stupid programmes. Perhaps all the people involved would be surprised!
rachid haddad Posted 2009-08-28
Hello to the entire team at Nessma TV!
hinda Posted 2009-08-30
Good! I say thank you for this article. Hahaha!
Tounsi Maghrebin Posted 2009-09-10
Nessma TV is truly superb. Thank you, Nessma!
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