Abu Lughod: AaePeople want TV to reflect society the way it isAAE.

By Kat Hulme AoAbu Lughod Studios began operating in 2000. The company started out acquiring the rights to non-Arabic television shows, dubbing them into Arabic and then selling them on as Arabic content,Ao General Manager of Abu Lughod Studios, Mr Tareq Abu Lughod, told The Star. In 2004 the studios began working with Jordan Television, and also that year applied for a radio licence that resulted in the founding of Mazaj FM. Today, in addition to their radio station Abu Lughod Studios are working with the Jordanian channel Nourmina TV. Abu LughodAAEs love of music and his educational background triggered him to establish Mazaj FM. On graduating from Boston University in 1996, where he studied broadcasting, Abu Lughod went on to do freelance work for advertising agencies before setting up the studios. In the companyAAEs early years it was heavily involved in organizing music events and produced a lot of work for local artists. It was changes to the radio licensing laws that ultimately led to the stationAAEs creation. AoAt that time there were only the government-run radio stations and one semi-private station so there was room for more variety. As soon as we heard the government had allowed private investment in radio we were among the first to apply,Ao Abu Lughod pointed out. Abu Lughod believes there is a great deal of musical talent in the Kingdom, which needs supporting: AoI feel that if there were specialised companies that helped promote these artists they would go further, and find a way to make money out of their music.Ao During his time in musical production, Abu Lughod experienced first-hand the difficulty of making money in this field. AoThatAAEs a big obstacle with the local talentAutheyAAEre talented, they have good content. But I donAAEt know how they will make money down the road, itAAEs a very tough business and itAAEs a very long process,Ao Abu Lughod says. AoA big issue is the buying issueAuour culture does not appreciate and is not accustomed to buying original content.Ao In fact he believes that across the world it is becoming more difficult to make money from music. AoTruly one big problem is the royalties issue; as much as the government and companies have tried itAAEs a losing game,Ao he added. Even concerts, he explains are not making the amounts of money they used to, as sponsors are no longer as willing to support music. AoPeople are downloading more ringtones and content on their mobiles, so thereAAEs definitely a revenue stream there but itAAEs not enough.Ao In part this is why Abu Lughod Studios is so committed to promoting local artists on its radio station and television programs, besides which, Abu Lughod said, Aosome of the content is really good.Ao The companyAAEs first project in the field of television was with Jordan TV, which they approached in 2004. The studios reformed the channelAAEs time slot after AoIftarAo (breaking the fast) in Ramadan, which they were struggling to attract viewers to. AoA lot of people break their fast based on the AoAthanAo (the call to prayer at sunset) which is broadcast on television; so thereAAEs very heavy viewership at that time.Ao As a result Abu Lughod developed a concept that brought money from viewers, rather than advertising sponsors. To do so a game-show was developed called AoRamadan MaAAEna AhlaAo (Ramadan with us is more enjoyable). Abu Lughod has produced a similar show on NourminaAuthe station they now work withAu, Rabhan Fi Ramadan (Winner in Ramadan). AoOn Nourmina it was not only the game-show we did; we did a talk-show of sorts called Bain el-Assr wal Maghreb (between afternoon and sunset prayers). The show had four presenters, daily star-guests, and a kitchen where presenters would cook aided by the dayAAEs star.Ao This, Abu Lughod tells me was intended Aoto keep people off their thirst and hungerAo until Iftar time. Both shows will run yearly during Ramadan. Abu Lughod Studios began working with Nourmina in April and have developed it from a music only station playing local and nationalistic songs into a local family station that broadcasts a variety of shows. AoI think, although weAAEve spent only a very short period of time weAAEre getting a lot of positive feedback from viewers and advertising sponsors,Ao added Abu Lughod. AoWe are looking at Nourmina as a TV and media platform; soon people wonAAEt have the time or inclination to watch lengthy programs, so weAAEre looking to produce short 3 Au 4 minute long visual materialAumuch like the younger generation already watch on YouTube.Ao This, Abu Lughod hopes will enable the station to compete with on-line viewing. Abu LughodAAEs forward thinking ideas donAAEt end there: AoIn time Nourmina TV will be able to broadcast on-line or on your mobile,Ao he claimed. Perhaps the most interesting changes Abu LughodAAEs company is making to Nourmina is to its content: AoWe want to start producing shows that are based on research of what people want to watch, or what the market wantsAumore real TV.Ao Abu Lughod explains that up until 3 or 4 years ago television used to be government driven, with no private television stations. AoA large chunk of viewers are moving from government run TV to private TV,Ao he added. This, he believes, is because Aopeople want to see society reflected the way it is in JordanAo. What can be done to help Jordanian youth who are interested in working in the music/television sectors? AoThe schooling system should be flexible enough to give any graduate a year doing nothing accept experiencing the different fields of work. Many young people choose their careers without knowing enough about the fields they are entering into.Ao Abu Lughod believes that the key to success in his field depends upon a personAAEs motivation: AoIf you are driven by fame and money, I doubt you will make it. If you are driven by a love for music and you work hard, you set goals and you focus on working hard, then there is a good chance youAAEll make it.

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