Media & Advertising
From The Report: Jordan 2012
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The state plays a central role in the Jordanian media industry, operating three of the country’s major TV channels and owning several newspaper publishers. However, private schemes flourish as well and operate most of the radio stations in the kingdom. Television is the dominant form of media by audience, but the local television industry remains weak compared with pan-Arab and regional stations. This dominance is arguably now under threat: Jordan has seen internet penetration rise rapidly in recent years, which has translated into a boom in online media consumption. Moreover, this has been aided by the proliferation of 3G networks that bring internet connectivity to mobile devices. Going forward, the future profitability of the sector will depend heavily on the fortunes of the advertising market, which, in turn, will depend on the performance of the broader economy.

This chapter includes an interview with Yousef Shamoun, CEO and Co-Founder of Akhtaboot.

Articles from this Chapter

Overview

Making a name for itself: A greater focus on quality and technology should serve the sector well going forward
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The state plays a central role in the Jordanian media industry, operating three of the country’s major TV channels and owning several newspaper publishers. But private schemes flourish as well. In 2011 a private Amman-based and Jordan-oriented satellite television channel began broadcasting. In addition, the private sector operates most of the radio stations in the kingdom, and the rapid growth of online publications is increasing the diversity of voices in the local media mix (see analysis).…

Analysis

Going digital: Rising internet penetration leads to a boom in online media consumption and a host of new opportunities
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A regional pioneer in online media, Jordan has seen internet penetration rise rapidly in recent years, with this translating into a boom in online media consumption. Print outlets are responding by upgrading their websites, but traditional print media still retains advantages. Online media faces challenges, including a proliferation of poor-quality sites and a lack of established models to generate revenue. At the same time, mobile operators are working with regional television producers to provide…

Interview

OBG talks to Yousef Shamoun, CEO and Co-Founder, Akhtaboot
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Interview: Yousef Shamoun What role can digital and social media play in reducing unemployment in Jordan and the region? YOUSEF SHAMOUN: Over the next 20 years countries in the Middle East and North Africa (MENA) region will have to create more than 100m new jobs just to keep unemployment rates steady at their current levels. Given that unemployment among MENA nations is already quite high, we can safely say that policymakers in the region face an immense challenge. As most analysts would…

Overview

A time of transition: Online and mobile segments have much potential, while print remains dominant for now
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Print media, particularly daily newspapers, continues to dominate the Jordanian advertising market. Local television receives only a small share of total national advertising spend as a result of Jordanians’ preference for pan-Arab stations over local channels. Currently, online advertising is limited and faces a number of technical and cultural challenges, but industry figures believe that the segment will soon see rapid growth. International and regional agencies are stepping up their presence…