Middle East broadcaster adds hope into its brand

The Middle East Broadcasting Corporation has launched its new corporate identity to give the television and radio company a clearer identity.

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By  Iain Akerman Published  April 23, 2006

The Middle East Broadcasting Corporation has launched its new corporate identity to give the television and radio company a clearer identity. The Dubai-based network will now be known as the MBC Group, and it has incorporated the tagline “We see hope everywhere” into its branding. The announcement comes as MBC gave its strongest indication yet that a satellite English news channel was under active consideration. Sharif Badreddine, director of corporate marketing at MBC Group, said that the network of seven TV channels, including Al Arabiya news channel, MBC 2, MBC 4 and two radio stations, were being overshadowed by its flagship Arabic language channel MBC1. “MBC in people’s minds was a collection of different channels,” he said. “The corporate name didn’t exist before. We are launching MBC Group as much more than being a collection of channels. “We were known more for MBC1 which was one of the very first satellite channels in this part of the world. Any perception about MBC as a brand was fed through the channel. We have to let each channel communicate on its own. We wanted to take the heavy load off MBC1.” To mark its new identity, MBC Group is mounting an extensive Pan Arab advertising and marketing campaign created by JWT Jeddah. A TV advert focusing on the “We see hope” tagline was launched on its channels last Sunday. And on Tuesday last week, the company released 1000 white helium balloons each filled with messages of hope collected from schoolchildren, construction workers and shoppers. A print campaign mainly using Arabic newspapers will also be launched to support the initiative. Badreddine, said: “Hope is that glimpse of light, which without it, life would be very dark and cold. We are not asking people to come and watch us with the tagline. MBC doesn’t have a clear position or perception in people’s minds. We are hoping that this will do the job.” Addressing speculation that MBC was planning to launch a English-language news channel to rival that of Al Jazeera, Badreddine said: “It’s in consideration, nothing solid so far. It’s very much in consideration.” Campaign understands that MBC bosses have being mulling over whether to establish a English news service since last year. Badreddine said it was one of several ideas MBC Group was looking at.

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