“At last year’s Initiative Talks, “content” was a big point of discussion, so we decided that this year we should tackle the concept of content creation in order to shed light on. Whether it’s creating content for a pitch, broadcast, online forum, radio or print, we always focus on the original creation, delivery and distribution of content in order to measure its success. We thought it would be interesting to bring together people from all sectors who deal with content, whether it’s the distributors or the creators, to give their insight on how they understand and judge content in order to strengthen the backbone of the media industry through the facilitation of original, creative and captivating ideas.” Said Faysal Zok Managing Director Initiative KSA.
In an interaction with MediAvataar MENA, Faysal spilled the beans on their recently concluded event ‘Initiative Talks’. He spoke about the need for such forums in the region and how marketers constantly require coming up with some path breaking ideas for creating rewarding conversations. Here’s the complete Q&A….
MediAvataar: What made you launch Initiative Talks? What was the intention behind it?
Faysal: Initiative Talks was launched three years ago with the aim to create a platform that instigates industry-relevant discussions that are designed to get people talking and sharing ideas. Simply put, our objective was to provide a platform to trigger a conversation amongst key stakeholders and experts on a topic that is yet to be fully explored. Every year our topic is related to current industry trends or topics that may have been highlighted in the Talks before. Initiative’s slogan best represents the intentions behind Initiative Talks “Learn, Share, Network.” At Initiative Talks we don’t only learn from each other, but we also share our viewpoints and insights from an insider’s perspective. In addition, the conference is also a great space to network with other industry experts and gain valuable new insights.
MediAvataar: How do you think it helps the industry and how has been the response of marketers like, so far?
Faysal: The response from people in the industry has been overwhelmingly positive. We have been noticing an increase in interest and attendance year after year. This year alone, we had over 350 attendees from all sectors in the industry, which is triple what we expected. Initiative Talks allows people from all divisions to discuss and showcase their insights. This can facilitate collaboration within the industry in order to maximize professional output and raise standards. Everyone in the industry needs each other, and being well-informed can benefit everyone in moving forward. The industry we are in is changing rapidly, and it is important to keep up to date with the latest developments to ensure that we are always staying ahead of consumer trends.
MediAvataar: What made you chose “Stand Out Content” as the central theme of the event?
Faysal: At last year’s Initiative Talks, “content” was a big point of discussion, so we decided that this year we should tackle the concept of content creation in order to shed light on. Whether it’s creating content for a pitch, broadcast, online forum, radio or print, we always focus on the original creation, delivery and distribution of content in order to measure its success. We thought it would be interesting to bring together people from all sectors who deal with content, whether it’s the distributors or the creators, to give their insight on how they understand and judge content in order to strengthen the backbone of the media industry through the facilitation of original, creative and captivating ideas
MediAvataar: Please take us through some of the high points of the conference this year.
Faysal: The event was hosted in three simple segments, with the first segment devoted to exploring the process that is undertaken in order to create original content. Building on that idea, the second segment discussed the critical elements that producers look at when evaluating and selecting the types of content which they want to develop and sell. Finally, the third segment explored the important role that platform owners, channels, brands, advertising and media experts play in distributing the selected content to its target audiences, including scheduling and placement of content in order to achieve strategic results and optimize output in line with the industry’s best-practice standards. The last segment of the event hosted Ali Jaber, a Lebanese media personality and group TV Director of MBC, who discussed and gave valuable insights into content development, focusing mainly on the different pillars that can be used in order to create sellable and popular content.
MediAvataar: How do you look at Original content?
Faysal: The topic of original content creation was actually discussed at one of our panels this year. There is a huge need for original content in our region, whether in TV, radio, print or even social media. During the first panel, which discussed the creation of content, two points were consistently repeated; content should be genuine and it must tell a story. We looked at original content which is created spontaneously with the aim to engage and connect with consumers. Whether the content is pre-planned, produced and branded, the most important aspect should be in the story it tells. In addition to telling a story, it should be authentic and have an association with the environment.
MediAvataar: How important is it for brands in the MENA region?
Faysal: Content, in general, is not only important for brands in the MENA region; it is also important on an international level. Content is what can make or break a brand. With the help of good content, brands are brought to the forefront and can leave a footprint. On larger regional platforms, we can see content which has been inspired by and adapted from international success stories. We can also find original content, which has been created in the MENA region. Whether originally developed or borrowed, it all depends on the need and the objective. At the end of the day, distribution and production is as important as the creation of the content itself, as the three segments complement one another; one cannot function without the other.
MediAvataar: Too early to ask but, what do you plan for Initiative Talks next year?
Faysal: With the success of the past Initiative Talks, including this year’s, we are definitely looking forward to the next session. As for what the topic of discussion will be, at this stage we are in early days. However, like previous topics, it will be a natural progression, and a continuation from this year’s ‘Stand Out Content’ theme. You will have to stay tuned to find out more!
