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Oprah in Saudi Arabia? Certainly, and by POPULAR demandShe's a hit among young female
viewers
I certainly didn't expect this.
More than a year after the pan-Arab satellite station MBC started broadcasting "Oprah" on its channel 4, it made a discovery: The show's ratings were higher than those of any other English-language show. The interest was coming from an untapped audience in the largest country in their coverage area: young Saudi Arabian women. And what these young women wanted was even more "Oprah," as well as other programs like it. "We found 'Oprah' to be the biggest hit with our viewers," says Andrew Maskall, marketing manager for MBC2 and 4, which are based in nearby Dubai. "It helped us identify a commercial gap in the market." Almost a third of Saudi Arabia's population of 26 million people is women under the age of 25 years old. MBC4's target audience is 18- to 25-year-olds. When it discovered the popularity of "Oprah," MBC also learned that a group of women commonly perceived as sheltered and conservative was actually identifying with the same issues as women around the world. So along with putting Oprah at the heart of its new programming for MBC4 -- the show now airs twice a day, five days a week -- MBC decided to rebrand MBC4 to specifically target young Saudi women. "We realized that they're our core audience," says Mr. Maskall. I'm not a fan of Oprah, but they certainly could do a lot worse. And Oprah Winfrey earned her success. I don't agree with all of her views, but there is no denying that she embodies the American rags-to-riches story. No one handed her wealth, she worked her way up the hard way. And if just a small percentage of those young ladies start emulating Oprah, there will be some very big changes made in Saudi Arabia, no matter what the men have to say. 
Posted: Fri - December
2, 2005 at 07:11 PM
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 Pagan Vigil
Pagan philosopher, libertarian, and part-time trouble maker, NeoWayland watches for threats to individual freedom or personal responsiblity. There's more to life than just black and white, using only extremes just increases the problems.  My Thinking Blogger Nominees
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