Advertising-programme content relationship must change, say experts at Arab Media Forum

More collaborative action is required to manage the relationship between advertising and programme content, according to media experts at the Arab Media Forum 2007.

Abdullah Rasheed of Emirates Media Group mediated a discussion on ‘Content versus Profit: the Impact of Advertising on Programme Content’. Tahseen Khayat, Chairman of New TV, Lebanon, Abdullatif Al Sayegh, CEO of Arab Media Group, and Mansoor al Jamri, Editor in Chief of Alwasat, Bahrain participated in the session as speakers.

Al Jamri spoke on the need for an independent body to regulate advertising and public relations industries, specifically in the GCC region. He said there was currently no mechanism in place to prevent the impact of advertising on managerial decisions regarding programme content in the newspaper sector. He also underlined the urgent need to identify public relations and marketing-oriented messages, particularly which deal with public health and safety.

Al Sayegh recommended an action-oriented approach, urging his newspaper colleagues to adopt more modern practices such as SMS news updates and reader contributions. He said advertising and editorial could be complementary. However, advertisements should be surrounded by powerful editorial in terms of subject matter and tone, to offer a holistic reader experience.

Khayat advocated a hands-off strategy for the broadcast media. He urged governments and research companies to desist from stifling creativity. He deplored media monopolies, particularly in the GCC region, and said that governments must set in place anti-trust laws to guard against this practice.

The forum is being attended by more than 500 delegates, including editors-in-chief of major regional and international print and the broadcast media, as well as leading journalists, columnists, academics, analysts, commentators and senior government officials. It will conclude tomorrow with the launch of the Arab Media Outlook, a report analysing trends and forecasts for the industry.

Tags: Abdullah Rasheed, Abdullatif Al Sayegh, AMF, Arab Media Forum, Emirates Media Group, Mansoor al Jamri