MBC to launch in-house advertising, sales unit

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MBC Group announced Wednesday that it would be launching a media services division for in-house commercial advertising and sales in partnership with Engineer Holding Group (EHG), a statement from MBC read.

The new division, named MBC Media Services, will be majority controlled by MBC Group and begin operations next year.

“The media industry has witnessed remarkable changes over the past two decades, driven by technological advancements and the rapid adoption by consumers of social media platforms and mobile devices. We want to move faster to address these market forces and by establishing our own dedicated in-house commercial business unit we will be able to offer better integrated solutions across our television, digital and OTT platforms,” Waleed bin Ibrahim Al Ibrahim, chairman of MBC Group said in the statement.

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EHG, a media and investment group, owns Al Arabia Contracting Services, a player in out-of-home advertising in Saudi Arabia, and Saudi Media Company (Al Wasael al Saudia), a media representation and sports and event marketing company.

“We are very proud to be partnering with a prestigious institution like MBC, which has played a leading role in the development of the media sector in our region. We look forward to pooling our capabilities to better serve our society, our clients and the advertising industry,” Engineer Abdulelah Al-Khereiji, founder & chairman of EHG added.

The news comes following several steps taken by MBC to expand its media offerings. In particular, the group has focused on its digital properties, such as Shahid, a video streaming and TV catch-up service in the Middle East and North Africa region.

“As we continue on our journey of continuous innovation, as illustrated by the success of Shahid VIP, and develop further as a multi-platform media group, we are also taking all the necessary steps to make effective daily audience measurement a reality in the countries in which we operate, to better service our clients,” Marc Antoine d’Halluin, CEO of MBC said.

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