To discuss How brands are tailoring their content strategies for Ramadan and how brands are customizing their content strategies for Ramadan 2024, focusing on cultural sensitivity, meaningful storytelling, festive promotions, and digital engagement, we had an exclusive chat with Grigory Lavrov, VP Marketing, Local Brands & Franchise Management in CEE & MENAT at Warner Bros. Discovery, and below is what he had to say.

BB: Over the past few years, Warner Bros. Discovery has been making big moves in the Middle East. Can you share some insights on what’s driving your content strategy in this region? How is Warner Bros. Discovery serving up content that resonates with Middle Eastern audiences while staying true to its global brand identity?

GL: Warner Bros. Discovery has recognized the immense potential and dynamic nature of the Middle Eastern market, which has formed our content strategy in the region. Our approach is underpinned by two core principles: resonating with local audiences through culturally relevant content and maintaining the integrity of our global brand identity.

Understanding Local Preferences

Our strategy begins with understanding Middle Eastern audiences’ cultural nuances, viewing habits, and content preferences. We invest significantly in market research to grasp the diverse tapestry of this region, from traditional values to contemporary trends. This insight allows us to curate and create content that entertains and speaks directly to the hearts of our viewers across the Middle East.

Blending Global with Local

Warner Bros. Discovery prides itself on its rich portfolio of global content, including blockbuster movies such as Barbie, Wonka and Dune, and popular TV shows like the 90 Day Fiancé franchises, Gold Rush and Kids shows such as Teen Titans Go! and Bathwheels. While our global hits continue to attract a broad audience, we’re also committed to localizing content and investing in original productions that reflect the region’s culture, history, and storytelling traditions. This blend ensures that while our global brand identity remains strong, it’s flexible enough to embrace local flavors and sensibilities.

Strategic Partnerships and Collaborations

Key to our strategy is forming strategic partnerships and collaborations with local creators, talent, and production companies. Our commitment to enriching the Middle Eastern content landscape has recently been exemplified through a groundbreaking partnership with SRMG, leading to the launch of Asharq Discovery. This unique, free-to-view Arabic-language infotainment platform showcases thousands of premium content from Warner Bros. Discovery’s critically acclaimed catalog, acquisitions, and original productions tailored for the Middle Eastern audience.

Technological Innovation and Accessibility

We’re also leveraging the latest content delivery technologies to make our content more accessible to Middle Eastern audiences. Whether through streaming platforms, on-demand services, or traditional broadcast mediums, we aim to ensure that viewers can enjoy our content wherever they choose, on their preferred devices.

Cultural Sensitivity and Inclusivity

In all our efforts, we remain committed to cultural sensitivity and inclusivity, ensuring that our content not only entertains but also respects the cultural values and norms of the Middle East. This commitment extends to all content creation, curation, and delivery stages.

BB: With Ramadan around the corner, it marks a pivotal moment for festive marketing to forge connections and engage with the Muslim audience. How will Warner Bros. Discovery double down on Ramadan as a strategic opportunity to deepen its connection with this audience?

GL: During Ramadan, Warner Bros. Discovery caters to the Middle East’s unique tastes and cultural traditions through our beloved culinary channel, Fatafeat, the heart of the Arabic kitchen, becomes a hub of culinary inspiration during Ramadan, presenting a specially curated lineup of shows celebrating the region’s rich gastronomic heritage. This year, we’re airing the fifth season of Matbakh Manal Al Alem, hosted by the “queen of the Arabian Kitchen” Chef Manal Al Alem and Kitchen Tales: Ramadan Edition, showcasing the exceptional talents of renowned Fatafeat chefs such as Chef Sumaya and chef Marwan, in a specially curated Ramadan-themed cooking series. We take pride in collaborating with some of the most popular and beloved chefs from across the Middle East to bring our viewers a diverse range of cooking shows that entertain, educate, and inspire.

Our Ramadan programming on Fatafeat is designed to cater to the varied tastes of our audience, from traditional recipes passed down through generations to modern twists on classic dishes that reflect contemporary culinary trends. These shows are more than just cooking demonstrations; they celebrate the culinary arts, showcasing food’s creativity, passion, and cultural significance during the month.

BB: In today’s global village, nailing cultural sensitivity in content creation is a total game-changer, paving the way for inclusivity, respect, and meaningful engagement with diverse audiences. How’s Warner Bros. Discovery ensuring cultural sensitivity in its Ramadan 2024 content strategy?

GL: For Warner Bros. Discovery, cultural sensitivity is not just a component of our content strategy—it’s a cornerstone, especially regarding programming during significant cultural moments like Ramadan 2024. Recognizing the diversity within the Middle Eastern audience and the global village at large, we are committed to ensuring that our Ramadan content is respectful, inclusive, and genuinely engaging and meaningful. Here’s how we’re achieving this:

Deep Cultural Research

We begin with comprehensive cultural research to understand the Muslim community’s diverse perspectives, traditions, and values. This insight informs every stage of our content development, ensuring that our programming is respectful and authentically reflects the spirit of Ramadan.

Diverse Voices and Talent

Inclusivity is at the heart of our content strategy. We actively involve creators, writers, and talent from diverse backgrounds, particularly those from the regions and cultures we are portraying. This approach ensures that our content is developed through a lens of authenticity and respect for cultural nuances.

Content Review and Sensitivity Training

All our content goes through a rigorous review process by cultural consultants and sensitivity training for our teams. This ensures our programming is free from stereotypes and biases, promoting a positive and respectful representation of all cultures.

Engaging with the Community

We believe in the power of community engagement. By listening to and involving the community in our content creation process, we ensure our programming resonates on a deeper level. This includes feedback sessions and collaborative projects with local organizations.

BB:  In today’s media landscape, characterized by savvy millennial and Gen Z audiences, authenticity in storytelling is paramount. How does Warner Bros. Discovery plan to strike a balance between entertainment and authentic narrative in its approach to Ramadan 2024?

GL: Our strategy for Ramadan 2024 is designed to strike a delicate balance between providing entertainment that captivates and offering narratives that resonate on a deeper, more authentic level. Here’s how we plan to achieve this:

Leveraging Data-Driven Insights

To understand the preferences and values of millennial and Gen Z audiences, we leverage data-driven insights. This involves analyzing viewing habits, social media trends, and audience feedback to ensure our content is relevant and engaging. We can craft genuine and impactful stories by understanding what matters to these audiences.

Focusing on Relatable Storytelling

Our approach to storytelling is grounded in relatability. As mentioned, Fatafeat’s lineup includes the return of “Matbakh Manal Al Alem” for its fifth season, where the chef will guide viewers through preparing exceptional Iftar and Suhoor meals. Her innovative twists on traditional Ramadan recipes promise to infuse creativity and modern flair into each episode, fostering a sense of community and connection. And “Kitchen Tales: Ramadan Edition” will feature a dynamic array of Fatafeat’s celebrated chefs. Each chef will bring their unique style and innovative approach to the kitchen, creating dishes that embody the spirit of Ramadan. These shows offer diverse flavors and creativity, showcasing the region’s culinary diversity.

Amplifying Diverse Voices

We believe that authenticity comes from diversity. We enrich our storytelling by amplifying voices from different backgrounds, cultures, and perspectives. This diversity in content creation ensures that our narratives are multifaceted and genuine, resonating with a broad spectrum of viewers.

BB: In an era where everyone is glued to their phones, connecting with audiences requires meeting them where they are—in their digital realm. Against this backdrop, how does Warner Bros. Discovery plan to harness its content strategy on its digital platforms to deeply engage with audiences during Ramadan 2024?

GL: For Ramadan 2024, Warner Bros. Discovery is focusing on leveraging the power of digital engagement to connect with audiences through Fatafeat, especially on social media and across multiple streaming platforms. Here’s a closer look at our tailored approach:

  • Social Media Integration: Understanding the pivotal role of social media in shaping trends and fostering communities, we’re set to harness platforms such as Instagram, X, and Facebook to amplify our Ramadan content. This will include sharing enticing clips from our shows, interactive cooking tips, and engaging our audience with user-generated content challenges. By doing so, we aim to encourage active participation, drive conversations around our Ramadan lineup, and build a vibrant community around Fatafeat’s culinary delights.
  • Cross-platform Content Syndication: Acknowledging the diverse viewing habits of our audience, Fatafeat’s Ramadan content will be made available across a wide array of platforms, ensuring maximum reach and accessibility. This includes prominent streaming channels such as OSN and STARZPLAY, where viewers can easily access our rich library of culinary shows tailored for Ramadan. By syndicating our content across these platforms, we aim to meet our audience wherever they choose to engage with our content, making it convenient for them to enjoy our programming and enhancing their overall Ramadan experience.

By focusing on these strategic pillars, Warner Bros. Discovery aims to deepen our engagement with audiences during Ramadan 2024, leveraging the digital realm to bring the rich culinary experiences of Fatafeat directly to viewers, wherever they are.

BB: The Middle East is poised for exciting developments in the entertainment industry, with much anticipation surrounding the trajectory of entertainment in the coming year. We can’t end this interview without asking: How do you see the entertainment landscape evolving in the region for 2024?

GL: As we look towards 2024, the entertainment landscape in the Middle East is on the cusp of transformative growth, characterized by several key trends and developments. Warner Bros. Discovery, with its finger on the pulse of regional dynamics, anticipates the following shifts that will shape the future of entertainment in the region:

  • Digital Expansion: The acceleration of digital streaming services and platforms will continue to redefine how content is consumed in the Middle East. The demand for accessible, on-demand entertainment is driving the expansion of digital ecosystems, allowing audiences to enjoy a diverse array of content anytime, anywhere. This trend is likely to spur further growth in subscription-based platforms, ad-supported models, and hybrid services, offering many choices to consumers.
  • Localized Content Production: There is a growing appetite for high-quality, localized content that resonates with the Middle East’s cultural nuances and storytelling traditions. Warner Bros. Discovery is committed to investing in original productions that reflect the region’s rich heritage, values, and contemporary narratives, thereby fostering a deeper connection with local audiences. In 2023, we have created an award wining show, Escape Kitchen, with unique idea and we were rewarded with the Broadcast Pro award for the Best Unscripted Production.
  • Strategic Partnerships and Collaborations: Collaborations between regional and international studios, broadcasters, and digital platforms will become increasingly important. These partnerships will facilitate the cross-pollination of content, expertise, and resources, enhancing the quality and diversity of entertainment offerings available to Middle Eastern audiences.
  • Focus on Youth and Diversity: Recognizing the region’s young demographic and diverse cultural tapestry, entertainment offerings will increasingly cater to the interests and values of younger audiences and underrepresented groups. This includes content that entertains, educates, inspires, and fosters inclusivity and understanding.