MIDDLE EAST
REGIONAL NEWS
ADVERTISING
Bahrain outdoor rates set to rise
Agencies fear that a review of Manama OOH fees
could prompt a major loss of business
By PAUL McLENNAN/News Editor
BAHRAIN Media buyers and agencies Aditya Manglunia, client servicing director
fear a local government review of for Picasso Media Gulf, hopes increases will
outdoor advertising charges could result be kept as low as possible.
in an increase in fees and subsequent “We were shocked to hear the council
loss of clients. is increasing rates and comparing them to
Manama Municipal Council has ordered the Dubai market, which is very high and
a review of charges for some of its services not comparable,” he tells Media Week.
including street advertising and the leasing “The Governorate has already made
of municipal property. some conditions such as BD20 (Dhs195)
Increased outdoor advertising charges deposits paid on each lamppost. The rates
are being considered as a way of boosting have not been hiked yet, but they could be
the municipality’s revenue, which is by March or February.
believed to be far lower than it should be. “Municipality fees are a huge earning
The authority says some fees have for the Governorate so they will definitely
remained unchanged for more than 20 make holes in their pockets if they increase
years, due to contracts lasting upwards of the rates too much, because people will
30 years. switch to print media over outdoor.”
Currently, the agencies charge clients Council vice-chairman, Tariq Al
around BD120 (Dhs1,170) per month for Shaikh, previously hinted that a council
economy looks more healthy. Manglunia the implications of any increased fees in Q2.
advertising on a lamppost, which is one of charge of BD50 (Dhs487) would be
also says any increase would be a “burden He says, “Some clients are stopping OOH
the most popular forms of OOH in Bahrain. reasonable, but Manglunia believes this
on the client” and that the council would for various projects because they are cutting
Around BD32 (Dhs311) of that has to be would be too much.
end up losing business. back on their budgets. We know business will
paid by the agency to the council—and it is Instead, he feels the cost should remain
George Monterio, who heads media buying be affected but from the second quarter we
this figure which is set to rise. at BD32 for at least a year or until the
at Mindshare, says more will be known about will know more.”
New image for e-junior Obama proves a big hit on the web
UAE E-Vision’s children’s channel, new e-junior has a new look, EMEA Official viewing figures
e-junior, has been rebranded to new features and more specific of President Barack Obama’s
mark its eighth anniversary. categories. It represents an inauguration were still being
The new brand image uses four exciting new direction for compiled over the weekend, but
mascots designed by MoonScoop the channel to stay close to the BBC got in early and estimated
Group to signify the the kids with a that its website had 1.4 million
different content fresh and trendy visitors from the region—an
streams; with blend of content increase of 27 per cent over an
green denoting which is more average day. Coverage of the
animation, blue for comprehensive inauguration in the Middle East
pre-school, orange and interactive press focused on the hope that
for live action and in nature. The Obama would bring a “balanced”
red for movies. channel also has approach to policy in the region.
The existing a new content
slogan “Be Cool, base which has
Think Bright” will been tailor-made
be used alongside specifically for
Boost for RTA press relations via web revamp
new content. Future our junior kids in
programming will the country.”
DUBAI The Roads and Transport Authority has created a ‘Media Corner’ on its website to help journalists find
include Are We The new
the information they want quickly and efficiently. Complete with fact sheets, videos, statistics, hi-res photos
There Yet? World brand image
and news updates, it aims to give media outlets all the information necessary for compiling reports on Dubai’s
Adventure, a children’s show encompasses a complete
transport initiatives.
from National Geographic, and a rebranding of the e-junior
RTA press officers often have to obtain responses for journalists from upwards of 120 contractors—which in
new season of the Oggy and the website and the launch of an
the past has caused delays—but the agency’s director of marketing and corporate communications, Peyman
Cockroaches cartoon. e-junior portal where kids will
Younes Parham, believes the ‘Media Corner’ will speed the process up. “There is no way we can get through 2009
Fatiha Bensalem, channel have a chance to watch local
without the media—we’ve got 40 campaigns launching including Dubai Metro so we wanted to provide all this
manager of e-junior, says, “The productions online.
information to journalists without them putting in too much effort to get it,” he says.
digital therapy
www.cyber-gear.com
www.mediaweekme.com 25 JANUARY 2009 / 05
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