At Discovery, Ramadan is always a crucial period for us, and an opportunity to position Fatafeat – our flagship Arabic food brand – as the key destination for audiences across the Middle East during the month of Ramadan. This year, our Fatafeat Ramadan strategy was truly 360, with a diverse line-up of locally produced shows on the linear channel, plus a fan-focused digital strategy which ensured our Fatafeat community experienced the true spirit of Ramadan, both on and off screen.
From a programming perspective, Ramadan 2018 saw us expand Fatafeat’s genre offering, with the introduction of a lifestyle series presented by brand new talent, professional life coach, Leila Almaeena to bring in a wider viewership. And as ever, we ensured Fatafeat’s core viewers were fully prepared for the Holy month, thanks to our competitive line-up of brand new cookery shows from some of the Middle East’s most renowned celebrity chefs, including Chef Manal Al Alem, Chef Leyla Fathalla, and Chef Wafik Belaid.
Not forgetting our wider community, this year we also produced a plethora of exclusive, specialised short-form content for Fatafeat’s popular digital platforms, including the Fatafeat website, social media pages and VOD platform Fatafeat Play – providing an added dash of culinary inspiration for our fans, anytime, and on any screen.