Abu Dhabi Media Summit 2013 discusses creation of relevant local content as key to global TV success

Abu Dhabi: Locally-relevant and female-centric content is key to engaging regional TV audiences, delegates heard on the second day of the Abu Dhabi Media Summit 2013. Mark Hollinger, President and CEO of Discovery Networks International and Man Jit Singh, CEO of Sony India, at a discussion on local exports, the challenges and opportunities of 4G and the rising importance of the female viewer, stressed that producing localised content is becoming more and more important. In a session titled Going Global 'Opportunities and Challenges in a Media Centric World', Hollinger said Discovery now operates in 224 countries with nearly 1.6 billion subscribers across its 42 markets. "Local teams are sensitive to the sensibilities of the local market. We need to cater to local markets because the local population wants to see local programmes," said Singh. "In smaller towns audiences have different needs, the opportunities are huge. Programming will become more niche." Hollinger said Discovery's TLC network acquisition of Fatafeat, the Dubai-based cookery channel, was part of a strategy to produce local content for different markets. The content on Fatafeat is also a way to target the all-important female audience, he added. Previously, Andy Bird, Chairman of Walt Disney International, spoke about the company's shift away from exporting American content to global markets to become more locally driven. In particular, he spoke about the growing importance of China, the second biggest theatrical market outside the United States, and building strong, relevant localised content. "Previously we were largely an export company of film and television - our content would be dubbed into the local language. Whether in China, India, or UAE, it was representative of the United States Walt Disney Company. We've been striving to move from that position - how do we become the Chinese Walt Disney Company? What does that take? Relevancy is the key word - the world has accelerated at such a fast pace and brands have to remain culturally relevant in front of consumers". Now in its fourth year, the Abu Dhabi Media Summit, powered by twofour54, is the world's most important gathering of the leaders and companies driving the transition to a fully digital future--with a special emphasis on the digital frontiers of the Middle East, India, East Asia '&' China. Simultaneously eclectic, wide reaching and exclusive, the Abu Dhabi Media Summit has become an essential stop on the global media leadership calendar. – Emirates New Agency, WAM