Zoya Sakr

Arab Women are digitally savvy, confirms new survey commissioned by anaZahra.com

editor — Mon, 14 Jun 2010 13:57:32 -0700

A new study confirms that Arab women are highly proficient in their use of the internet: 71% of the women participating in the study belong to a social networking site; 66% connect with friends online on daily basis; 83% access the internet from home; 34% spend online at least 10 hours a week, and 45% read articles and magazines online.

The findings come from a study commissioned by anaZahra.com, a new portal dedicated to the modern Arab woman launching next month, created by Abu Dhabi Media Company (ADMC).

The study, which was conducted by YouGovSiraj during April this year, was designed to provide insight and understanding about the evolving online attitudes and behaviors of Arab women across the Middle East, and to enable a unique opportunity for dialogue with a panel of 1,251 regionally representative women, from the GCC (United Arab Emirates, Saudi Arabia, Kuwait, Oman, Qatar, and Bahrain), Levant (Jordan, Syria and Lebanon) and North Africa (Egypt).

Online is definitely becoming a women's space in the Middle East, as an overwhelming majority of Arab women use popular online applications for social networking, and digital media for keeping themselves informed and entertained. 34% from the women surveyed spend at least 10 hours a week online surfing the internet and visiting websites (this excludes time spent for work purposes or emailing). Lebanon is leading the way with 68% of those surveyed spending more than seven hours online weekly, followed by UAE with 55%, Kuwait 53%, Egypt 50%, Qatar 47%, Saudi Arabia and Jordan 44%, Bahrain 42%, Syria 34% and lastly by Oman with 30%.

"There is no doubt the world is going digital and this results in major changes in our daily habits, from socializing to entertainment," said Ricky Ghai, Executive Director of Digital Media at ADMC. "This is especially true when it comes to modern Arab women, who have become more and more interested and involved in the digital space."

"Digital communication fulfills unique needs and offers audiences more engagement. We feel it's the opportune time for us to provide women in the Middle East with a platform which allows them to engage and connect with one another," concluded Ghai.

The survey also provides insight into the preferred activities of Arab women online. 37% of the women surveyed are active on social networking sites and participate in blogs and forums (such as Facebook, twitter, hi5), while 45% are reading articles and magazines online.

Arab women are highly involved in the social networking space, with Facebook ranking as the leading social networking site among Arab women: 91% in Lebanon, followed by 80% in Egypt, 78% in the UAE, 70% in Jordan, 68% in Kuwait and Qatar, 66% in Bahrain, 64% in KSA, 55% in Oman, and 45% in Syria.

"Women are an important audience segment for content creators and marketers: they are expressive and they are connected. They like sharing with their friends and family and they are eager to engage with other women. Women's community sites are a key growth sector online globally," said Zoya Sakr, Managing Director of anaZahra.com. "We're very excited to launch our new portal, anaZahra.com. This is the new destination for Arab women."

AnaZahra.com aims to be the home for modern Arab women who are passionate about fashion and beauty, interested in celebrity news and various lifestyle topics, and who look for greater interaction and a sense of community. The portal will feature popular editors, contributors, bloggers and some of the most influential personalities from the Arab world and abroad. anaZahra.com will also offer advertisers a fresh platform to connect women with strong brand experiences online.

Abu Dhabi Media Company to launch Anazahra.com

editor — Wed, 12 May 2010 00:05:49 -0700

Abu Dhabi Media Company (ADMC) has announced plans to launch anazahra.com, a new portal dedicated to the modern Arab woman. The new portal is an addition to ADMC's premium digital content offering and further expands the reach of its popular brands through new digital content platforms.

Anazahra.com builds upon the heritage and success of Zahrat Al Khaleej, the leading women's lifestyle magazine in the region, and is an evolution of the magazine's current website, zahramag.ae.

"Anazahra.com significantly enhances our digital content offering and will help propel Zahrat Al Khaleej into an exciting digital future," said Ricky Ghai, Executive Director of Digital Media at ADMC. "Take the fusion of rich and exclusive content, with the editorial pedigree of a celebrated brand like Zahrat al Khaleej and then add the interactivity of a digital portal and we are delivering a whole new entertainment experience for the modern Arab woman who can now access lively content quickly and conveniently."

The new portal is spearheaded by Zoya Sakr, Managing Director of Anazahra.com, who has extensive online experience and a deep knowledge and understanding of the regional female audience.

"Zahrat Al Khaleej magazine has been a mentor and confidante, and entertained Arab women, for more than three decades. With Anazahra we will deepen this relationship by offering our audience the most comprehensive, engaging and inspirational online destination for women in the Middle East," said Sakr.

Anazahra.com aims to be the home for modern Arab women who are passionate about fashion and beauty, interested in celebrity news and lifestyle topics, and looking for greater interaction and a sense of community. The portal will feature popular editors, contributors, bloggers and some of the most influential personalities from the Arab world and abroad. Anazahra.com will also offer advertisers a fresh platform to connect women with strong brand experiences online.

Anazahra will go live at the beginning of July.

Al Aan TV and LCI Entertainment celebrate the launch of UTN1 first album

editor — Wed, 09 Dec 2009 01:08:14 -0800

Zoya Sakr, Head of Sales and Marketing - Al Aan TV

In a glamorous signing ceremony that took place in the renown Music Hall in Beirut, The Iraqi band UTN1 launched their first official Arabic and English album, “Titzakarin” and “One Last Time”. This album is the first product of a partnership agreement that was signed earlier this year between Al Aan TV and LCI entertainment.

According to the agreement, Al Aan will sponsor and support UTN1 by producing their album and music video, and promoting them through the region. Al Aan will also produce a special edit that depicts the band’s musical journey. The signing event brought together renowned figures from the art and media scene, along with UTN1 band members and key representatives of LCI entertainment and Al Aan TV.

UTN1 was formed in 1999 by four ambitious young men, Shant, Art, Akhlad and Hassan, who were determined to follow their passion for music and to peruse their dream of performing to the entire world. The band’s music is a unique mélange of occidental music and oriental influences that bridges different genres through harmonious tunes.

The Arabic album, “Titzakarin” consists of nine Arabic songs, while the English one “One Last Time” has 6 songs. The Album includes a song especially dedicated to Al Aan TV titled “Al Aan Ahibek Akthar” or in English, “Now I love you more” which was also filmed as video clip, directed by Oliver Ojeil. During the star-studded celebration, the band performed their new song “Al Aan Ahebik Akthar in addition to other new and old songs that rocked the stage with their powerful voices and stage presence.

Zoya Sakr, Head of Sales and Marketing at Al Aan TV thanked LCI entertainment, UTN1, and the media for their continuous support. She added that this collaboration is in keeping with Al Aan’s belief in the importance of providing a strong platform for talented youth to achieve their dreams and share their creativity and talent for others to enjoy. “The dream became true due to the devoted efforts that were revealed from everyone was engaged in this project”, she added.

"From the very first day of meeting the boys, i knew that they had the dedication needed to fulfill their dreams and excel in their music careers" says Lawrence Underwood, owner of LCI entertainment. "It has truly been a long journey, but one of success and hope”. He added.

Chris Abou Samah, Marketing Manager at LCIE, congratulated the team on their endeavor, and said: "The album is a product of the team’s dedication and true perseverance. Nothing stood in their, not even the war that tore their apart. They stood still in the face of every hardship they faced, and now we’re all here to celebrate their success.”

AL Aan TV covers Media and Marketing show 2009 from Studio in the heart of the event

editor — Wed, 04 Nov 2009 00:47:29 -0800

Right to left: Zoya Sakr, Sultan Al Abdul Mohsen, Maysaa al Aamoudi and Sadaqa

Al Aan TV has revealed its distinctive participation and sponsorship of the Media and Marketing Show on its first day where it covered live on air the inauguration of the exhibition from a studio that was designed specially to cover the activities of the show and give an opportunity to all exhibitors to endorse their products and services.

Al Aan’s outdoor broadcasting crew worked in conjunction with the Studio at its headquarter in Dubai Media City to cover the inauguration ceremony witnessed by His Highness Sheikh Hasher bin Maktoum Al Maktoum, Director General of Dubai Information Department, Who stopped by Al Aan TV studio during his tour inside the exhibition and expressed his consideration to the channel’s efforts in supporting meaningful media strategies.

Maysaa Al Amoudi, news anchor of Al Youm morning show on Al Aan TV who was present at the show, hosted Zoya Sakr, Head of Sales and Marketing in the channel who has revealed the remarkable progress that was achieved in 2009 and particularly the resounding increase of viewership. Sakr also shed light on the future marketing plans and the constant research for producing programs to meet with the concerns of the Arab viewers.

On the sidelines of the interviews, Maysaa also hosted Mrs. Nisreen Sadek, Head of News department in the channel who focused from her side on several important points among which the plan to produce new programs, Ms. Nasreen has also focused on the importance of highlighting the successes Saudi women and creativity in other areas, and talked about the need for deployment during the current time through the modern methods most notably the Internet to build a mass base. She also commended the technical team which has spared no effort in installing studio equipped with a record time in the Exhibition Hall in the Dubai Media and Marketing 2009.It should be noted that it is the only channel that has proved its presence in a live broadcast media covering the event.

Also many prominent media figures have been hosted on the sidelines of the exhibition, where they showed their views in a number of issues concerning media in the Arab world.

Al Aan TV is a Pan Arab TV channel based in Dubai Media City and available free-to-air on Nilesat and Arabsat. As a broadcaster AL Aan offers original programming presented in an innovative infotainment format. The channel aims to educate as well as to entertain while addressing the needs and aspirations of a young, dynamic and modern Arabic woman and family audience.

Al Aan TV meets Saudi media to open woman's issues focused dialogue

editor — Thu, 21 May 2009 02:47:52 -0700

Al Aan TV organized a round table event and a dinner on honor of Saudi women working in Media. The event took place at Jeddah Hilton Hotel, Saudi Arabia, to launch the program "Al Saoudiyyat Gheir," "and to open woman's issues focused dialogue with Saudi Media which is playing an active and influential role in Saudi society.

Ms. Zoya Sakr, Head of sales and marketing, Al Aan TV, went to say:"We believe on the importance of the vital role being played by Saudi women in the development of their society, " Al Saoudiyyat Gheir," aims to demonstrate the different roles played by Saudi women and to highlight their high skills, talents and capabilities to which they belonged to. It based on a practical and scientific research to shed light on the reality of Arab women and leads to correct the popular image. Briefly, it is celebrating the successes of women in various fields".

Underscoring the value of this production, Abeer Baloush, the onwer of Servo Production Company said: "We met with officials in Al Aan TV who identified the vision and concept which encouraged them to produce this program as a result of many research studies; we were impressed by the whole idea which led to our collaboration for the success of this action ".

Commenting on the program, Hiba Jamal the presenter of Al Saoudiyyat Gheir," said:" the program met a huge success immediately after its launch. Our audience feedbacks were tremendously positive during the first month; we are looking forward to furthering our success through a purposeful and constructive approach to all issues of concern to Saudi women."

Al Aan TV and Promo Media Declare a Collaboration Agreement

editor — Sun, 21 Dec 2008 11:20:05 -0800

During a lunch ceremony held at Phoenicia Hotel in Beirut, Al Aan TV has announced officially the agreement signed with Pomo Media as Al Aan’s sole sales representative in Lebanon, Syria, Jordan and Iraq.

Remarking on this collaboration, Zoya Sakr, Head of Sales and Marketing at Al Aan TV said “The decision of collaboration with Promo Media came as a part of our integrated strategy where we aim to be strongly presented in the Middle East advertising and media markets”.

“The healthy growth in the region had contributed to strengthening the TV Channel’s position in the media industry as well as attracting well-established and leading companies to explore the opportunities of publicizing their brands and products through our unique infotainment channel that’s targeting Arab women and families”, Sakr added.The leading Dubai-based TV channel pointed out that the current boom in the region and the unprecedented high level of interest in the television as an effective tool of advertising has urged Al Aan TV and Promo Media to join efforts and experiences together. Promo Media will be solely representing Al Aan TV as sales and marketing representative in Lebanon, Syria, Jordan and Iraq. This collaboration is expected to widen Al Aan's futuristic advertising plans and to generate a strong advertising and marketing foundation for Al Aan in the Middle East area.

Awareness levels of the channel have increased remarkably in the region since its establishment in 2006. Imad Jomaa, Chairman of Promo Media said “viewers showed a markedly high preference for Al Aan TV content while offering original programming presented in an innovative infotainment format. We are confident of representing the channel as this will lead certainly to a mutual success”.

Al Aan's content is based on constant research to identify and respond to the changing desires of the regional audience. Al Aan produces all of its programs specifically tailored for its viewers. The unique infotainment format is a first for the region. It means the viewer can benefit from the daily contact with the channel, and that the viewing experience is a pleasurable one.

“Ipsos's recent study showed that the viewership of the channel has increased 80% from the last year. This grants us a strong vote of confidence in our growing profile as the premier source of infotainment TV content” Sakr added, “This important factor has also helped Al Aan TV to evolve as the ultimate media and marketing vehicle for both advertisers and viewers”. The ceremony was attended by high profiled businessmen, marketing and advertising professionals, famous media figures, Al Aan’s presenters and directors in addition to Promo Media directors.

Al Aan TV is a pan-Arab satellite broadcaster based in the state-of-the art communications hub in Dubai Media City available on Arabsat or Nilesat. Al Aan offers programs specifically designed to address the needs and aspirations of a young, dynamic and modern family audience. Al Aan's female tonality is a solid reflection of the central and decisive role of the Arab women in the family.

Al Aan TV: Serving Arab families, with a 'skew' towards a female audience

editor — Tue, 24 Jul 2007 02:32:46 -0700

Plugging the gap in the TV market between pure news and pure entertainment channels, while serving Arab families and women, Al Aan TV's Head of Corp. Communications, Zoya Sakr, explains her station's strategy of infotaiment and its success.

Q1. Kindly give us a brief intro about yourself.
After wining Elite contest in Lebanon, I represented Lebanon in the International Competition in Korea and was the first Arab model to participate in such a contest. In 1997, I was elected “Miss Beauty International” in Venezuela. Then, shifted to the media world specifically “ART TV”, where I presented a number of successful programs including “Ajnehat Al Watan” and “Tallo hbabna”. After that, I moved to “Future TV” where worked in the administrations and marketing as well as presenting programs that revolve around the mother like “My Family”. Currently, I’m working at “Al Aan TV” as Head of Corporate Communications, where my duties include everything related to the media marketing of the channel.

Q2.What is the target market that Al Aan TV is serving?
The target is the Arab family with a skew towards a female audience.
How does it provide better content and reach than its competitors?
As much as we are specific with our target, as much as we are able to specify our content, this strategy has led us to enhance the lives of our viewers across different aspects of living by presenting the programs that they need and enjoy.
We believe there is a gap in the market between pure news channels and pure entertainment channels. We call it infotainment. That's our segment. We aim to make our content not only compelling to watch but also directly relevant with the daily life experience of our viewer. We believe that's what our audience needs and wants in the final analysis.

Q3.Al Aan TV presents a variety of shows, aimed at women, which reflects the modern Arab women's diverse interest, compared with the traditional view that focused on family and household care. How has the response been from women to shows like cars, technology and so on?
This is what is unique about Al Aan programs, since its approaching woman from a different perspective which has been admired by the viewers.
And research has proven the interest of women in such programming, specially our Mobile Technology program Beinna Allo. Women, especially young ladies are so keen on technological details. Bluetooth could be a technological advancement for men. For ladies, it can be a tool to socialize or a way to express oneself. A good megapixel camera in your phone will guarantee great family pictures. That's what we keep hearing from our audience.

Q4.Al Aan TV has a notable presence in events and is aggressive in PR; do you believe these are the key factors for the success of any media in the Middle East?
Of course its one of the main strategies that we follow and it has proven success after one year.
We believe in the power of communication. Both advertising and PR. It works.

Q5.How has your marketing strategy helped Al Aan TV?
Our Marketing Strategy is covering the major countries that we are targeting and its continuous and based on our activities, that’s why its successful

Q6.Al Aan already has an impressive and informative website. As Internet penetration increases in theMiddle East, and time spent online increases, will Al Aan consider streaming the channel online, or featuring downloadable shows? Do you think this resembles the future of TV?
Since our website is a major tool for us to promote and provide information about Al Aan programs therefore streaming the channel on line would be a supplement to this website and will increase the number of our viewers which will support our strategy, for now we are re-shuffling the home page with new features, like news stories supported by Videos and many others. I do think that despite the new technology that keeps on coming out in the TV world, there will still be a need for our current TV transmission method.