Television still continues to be an entertainment source for famillies across the MENA region. Research shows that Saudi children spend an average of 3.1 hours a day watching TV on weekdays, a figure that rises to 4.9 hours on weekends. A survey involving 800 Saudi children aged 5 to 12 and 400 parents highlights how television serves as more than just entertainment—it acts as a gateway to new worlds, fuels the imagination, and creates shared experiences that bring families closer together.
However, truly engaging with audiences in the MENA requires content that goes beyond surface-level appeal. To connect meaningfully, programming must resonate deeply with the cultural and linguistic values of the region.
We recognize that cultural relevance is the key to building this connection. Our mission is to bring families closer by curating and creating content that not only entertains but also celebrates the diverse identities and traditions of MENA viewers.
Crafting Connections Through Cultural Alignment
The MENA region is renowned for its rich history, culture, and traditions, and its audiences are highly discerning in their viewing preferences. Families in this region seek content that aligns with their values while inspiring their children to dream big. This requires the selection of programming that is both globally appealing and regionally relevant.
Brands places significant emphasis on choosing global shows that establish a personal connection with MENA audiences. Programming that is funny and highlights themes such as family unity, friendship, respect, and perseverance tends to resonate strongly. Furthermore, careful consideration is given to regional sensitivities to ensure that the stories presented align with the values cherished by the audience.
Efforts are made to balance global and local storytelling. While some beloved characters and narratives hold universal appeal, others necessitate thoughtful adaptation to ensure cultural appropriateness. This process goes beyond mere “editing” of content; it involves a deep respect for the cultural nuances of the MENA region while maintaining the creative integrity of the original material.
Additionally, a well-planned scheduling strategy plays a crucial role in audience engagement. Curating culturally relevant stunts around significant local occasions, such as Eid, allows children to connect with content in a way that aligns with their daily routines and celebrations. By integrating key regional moments into programming schedules, brands ensure that their content remains both meaningful and engaging for young audiences across the MENA region.
The Art of Dubbing and Localization
A key pillar of creating culturally relevant content lies in localization—a process that goes far beyond simple translation. Arabic dubbing is an art form that requires sensitivity, creativity, and authenticity. For us, this means collaborating with the region’s best voice talent and studios to ensure that every line, every inflection, and every cultural reference feels genuine.
For example, in the show Silly Sundays, Cartoonito partnered with Arabic voiceover talent from Lebanon to bring the character to life. This included working with artists who possess a deep understanding of the region’s cultural nuances, adding a layer of authenticity to the production. Similarly, for the Cartoon Network show Laith the King, which is being dubbed in eight different dialects to create culturally relevant content that resonates with diverse audiences across the region.
When viewers hear their favorite characters speaking in an Arabic dialect that feels natural and familiar, it creates an emotional connection. This is why we work closely with local artists who not only bring exceptional vocal performances but also understand the cultural subtleties of the region. Together, we adapt scripts to align with the region’s cultural and linguistic values, ensuring that nothing is lost in translation. This attention to detail helps us ensure that the end result feels like it was made “for us, by us.”
- This write-up is contributed by Zumrut Pakoy – Programming and Presentation Director for Warner Bros Kids Channels MENA, Turkey, Greece, and Cyprus
