MIDDLE EASTMIDDLE EAST
02 NEWS
21 December 2008008
BRANDING
Electronics
giant has big
ideas for ‘Tosh’
Regional arm of Toshiba aims to go global with digital robotot
By PAUL McLENNAN/News Editor
“By Q2 next year the figure could represent ThThe most immediae most immediate plan for Tosh is
the complete Toshiba company in the Middle to use the che the character to promote a weekomote a week-
MIDDLE EAST Toshiba Gulf is hoping to un- East. Tosh can build a bridge between the dif- lly moy movie series on Shoies on Showtime wtime whichhich
leash its football-loving robot on the rest of ferent product divisions and will definitely go Toshiba is alsoshiba is also sponsoring. The com The com--
the world and will use the mascot across all its into every facet of our communications strat- pany is toy is toying wying with the idea of a neith the idea of a neww
product divisions, Media Week can reveal. egy,” Matthias Blank, head of marketing for slslogogan to be usan to be used alongside theed alongside the
The character, called Tosh, currently ap- Toshiba Gulf, tells Media Week. roobotbot,, of which of which ““TTrrust Toshiba” is
pears on Showtime’s Premier League football “He could talk from TVs in stores and inter- aa possibility. possibility.
coverage, of which Toshiba is the exclusive act with consumers—giving them tips on the CaCarryying its sponsing its sponsorsorship ofhip of
sponsor. Based on a similar character used in best laptop to buy. He would speak in English the football into the 2010to the 2010/2011/2011
ads during the 1980s, Tosh was redesigned by and Arabic, as well as further languages as we season is anoton is another prher priiororitity andy and
Dubai-based brand builders octOpus and has grow into other regions.” Toshibaoshiba’s only potential limtial lim--
become well-recognised due to the popular- When asked about the possibility of Tosh iitatation, says Blank, would be
ity of English football in the Middle East. being used as a global brand for Toshiba, financial. Hancial. He adds adds: “End us: “End us-
Now Toshiba Gulf is planning on using Tosh Blank replies: “The potential and interest is eers arrs are now seeing us as aeing us as a
across its full range of brands and is also seek- there but it has to go through stages of ap- yyoung and dynoung and dynamic comamic com--
ing approval from its Tokyo-based head office proval. Tokyo has seen it and they like it—so panyy——TTosshiba hhiba has as be-be-
to use it as a global branding tool. it could be massive for us.” comecome ininteresting agesting again.ain ”
Dubai publisher launches in Nigeria ARN rules the waves
DUBAI The Middle East’s free
Ipsos gives boost to radio broadcaster
weekly classified publication Wa-
seet has launched a franchise in UAE The Arab Media Group’s which increased by 279 per cent
Nigeria, with an initial print run Arabian Radio Network (ARN) is and 83 per cent respectively.
of 150,000 copies. dominating the UAE’s airwaves, The number two Arabic station
Two editions called Waseet led by Dubai 92 and Virgin Ra- in Dubai is also from the ARN
Mainland and Waseet Victoria dio, according to stable—Al Arabiya
have been launched in Lagos Ipsos research cited 99.0—and Al Khaleejiya
under the collective title Wa- by ARN. Dubai 92 110.9 is top choice for
seet Lagos. Both editions will be is the most listened Arab youth. The survey
produced by Adwise Integrated to English-language showed that English-
Resources, under franchise from radio station in the language Dubai 92 has
Dubai-based publishers alWaseet UAE, while Virgin twice as many local
International (AWI). is the most popu- and Arab listeners be-
Waseet Lagos is targeting a lar English station tween 25 and 35 than
150,000-copy print run in the first in Abu Dhabi and the next most popular
phase with a proposed expan- number two in Du- English station.
sion into some of Africa’s other bai, recording an The network did not
major cities, starting with Abuja
perfectly into our aggressive ex- (five publications) and Khartoum increase in listenership of 253 per provide base figures for the re-
and Port Harcourt. The franchise
pansion plan aimed at reaching in Sudan”. cent since March 2008. search, nor was a spokesperson
agreement between them was
100 Waseet publications by 2012. By the end of this year, Waseet News and talk station Dubai available for comment.
signed last month in Dubai.
Our plan is to franchise Waseet will already have 38 editions in 12 Eye 103.8 has also seen massive In the print sector, Ipsos found
AWI’s MD John Fawaz, who
in Eastern Europe, Africa, India countries and a total circulation growth in 2008, registering a 500 that Emarat Al Youm, also owned
predicts the title will be the larg-
and South-East Asia. Waseet La- of around six million copies read per cent increase in UAE expat by the Arab Media Group, is the
est distributed publication in
gos will be our 7th publication in by more than 22 million people listeners. Other stations to record fastest growing Arabic newspa-
Nigeria, says: “Waseet Lagos fits
the African continent after Egypt every week. rises were City 101.6 and Hit FM per in the UAE.
www.mediaweekme.com
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