{"id":30321,"date":"2024-07-31T22:02:30","date_gmt":"2024-07-31T19:02:30","guid":{"rendered":"https:\/\/entarabi.com\/?p=30321"},"modified":"2024-07-31T22:02:30","modified_gmt":"2024-07-31T19:02:30","slug":"success-of-sky-news-arabias-new-programme-business-with-lubna-gives-insight-into-arab-world-business-news-consumption-habits","status":"publish","type":"post","link":"https:\/\/entarabi.com\/en\/2024\/07\/success-of-sky-news-arabias-new-programme-business-with-lubna-gives-insight-into-arab-world-business-news-consumption-habits\/","title":{"rendered":"Success of Sky News Arabia\u2019s new programme \u2018Business with Lubna\u2019 gives insight into Arab World business news consumption habits"},"content":{"rendered":"
\n

July 31, 2024:\u00a0<\/strong>Sky News Arabia<\/a>\u2019s \u201cBusiness with Lubna\u201d has become the channel\u2019s second most-viewed programme on social media platforms, giving an insight into what Arab audiences want from their news content.<\/p>\n

Hosted by Lubna Bouza, Head of Business News and Presenter at Sky News Arabia, the\u00a0programme<\/a>\u00a0follows a straightforward, conversational format, giving the audience a way of understanding the world of business without the jargon. Each episode features a mix of topical and evergreen subjects, with a range of featured experts, to add deeper insight into everything from the economics of luxury bags to the uses of ChatGPT 4o.<\/p>\n

Having organically reached nearly 34 million people across social media in just three months, the show has attracted support from Gen Z to Gen X, facilitated by its uniquely hybrid TV and digital platform programme delivery. The programme drives interest from both men and women, with strong views from the entire MENA region.<\/p>\n

First launched in May, the show has been created with both TV and social media audiences in mind. Short clips shared across various platforms have reached a wide cross-section of demographics across the Arab World, with the Instagram video reaching 12.4 million views (36.56% of the total) and TikTok reaching 12.3 million views (36.23%). Clips on TikTok had an average watch time of 37 seconds \u2013 the highest of any platform \u2013 with the second-highest engagement rate, with 440,000 interactions.<\/p>\n

Rani R. Raad, CEO of IMI,\u00a0<\/strong>said,\u00a0<\/strong>\u201cIMI is on a journey to transform the way each of our operating assets produces and delivers news, knowledge, and factual entertainment to contemporary audiences around the world. As part of this journey, Sky News Arabia is undergoing a series of major changes as they aim to deliver engaging content created for modern-day viewers. \u2018Business with Lubna\u2019 is the first of many changes geared to reach new consumers while enriching the engagement experience of existing ones, all as part of our ambition for Sky News Arabia to be the world\u2019s leading Arabic news network.\u201d<\/p>\n

\u2018Business with Lubna\u2019 is one of several new programmes launched on Sky News Arabia in recent weeks, including \u2018Morning with Maha\u2019 led by Maha Abdullah and the sports programme \u2018Counter Attack\u2019 with presenter Moosa Al Balushi. The transformation of the channel is led by its General Manager, Nadim Koteich who was appointed in January.<\/p>\n

Nadim Koteich<\/strong>\u00a0commented: \u201cThe evolution of our programming line-up and content offering is a testament to IMI\u2019s strategic vision of refining and innovating our content delivery to meet the ever-changing needs of our audiences. At Sky News Arabia, we have experienced first-hand the profound impact digital platforms have had on the way people consume news and information. The evolution of news consumption that has placed online platforms on par with linear TV has been remarkable, and by developing programmes with a digital audience in mind, we are not only expanding our reach but also offering our viewers the flexibility to engage with content on their own terms. We are thrilled with the positive response so far and look forward to witnessing the continued success of \u2018Business with Lubna.\u2019\u201d<\/p>\n

Demographics across each of the platforms show that Bouza\u2019s approach cuts across generations and geographies, with content proving popular in Algeria, Iraq and Saudi Arabia on Facebook, and with an audience of 35- to 44-year-olds, as well as 25- to 34-year-olds on TikTok. Each day, viewers tuning into the programme on TV or online can learn about a select number of trending topics in the business world, as well as the impact that world news has on economies around them. The programme is also posted in snippets across social media, with viewers often using the comment section to engage in business discussions.<\/p>\n

Lubna Bouza\u00a0<\/strong>commented: \u201cFrom the data we have, it is clear that our presentation style is strongly resonating with audiences from different age groups, genders, and nationalities. Our objective is to move away from the noise to get to the bottom of the news and offer a deeper understanding to anyone from CEOs and entrepreneurs to those exploring the world of business for the first time. I am humbled to see the success of the program, and I want to give a big \u2018thank you\u2019 to the team working tirelessly with me each day to deliver this unique product.\u201d<\/p>\n

Business with Lubna airs Monday through Thursday at 15:30 UAE time on Sky News Arabia. Viewers can catch the latest episodes by visiting the Sky News Arabia\u00a0website<\/a>, the SNA\u00a0Business website<\/a>\u00a0<\/u>and on\u00a0Facebook<\/a>,\u00a0Instagram\u00a0<\/a>and\u00a0Tik Tok<\/a>.\u00a0\u00a0Previous episodes are also available on\u00a0YouTube<\/a>.<\/p>\n<\/div>\n

For more information, follow @lubnabouza<\/a>, @businesssna<\/a>\u00a0and @skynewsarabia<\/a>.<\/p>\n

Read Also: Bayt.com & YouGov Survey: 81% of MENA professionals highly engaged in the workplace, highlighting opportunities for enhanced loyalty<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

July 31, 2024:\u00a0Sky News Arabia\u2019s \u201cBusiness with Lubna\u201d has become the channel\u2019s second most-viewed programme on social media platforms, giving an insight into what Arab audiences want from their news content. Hosted by Lubna Bouza, Head of Business News and Presenter at Sky News Arabia, the\u00a0programme\u00a0follows a straightforward, conversational format, giving the audience a way […]<\/p>\n","protected":false},"author":37,"featured_media":30322,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"post_subtitle":"","footnotes":""},"categories":[1772],"tags":[],"class_list":["post-30321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-startups"],"_links":{"self":[{"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/posts\/30321","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/comments?post=30321"}],"version-history":[{"count":0,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/posts\/30321\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/media\/30322"}],"wp:attachment":[{"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/media?parent=30321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/categories?post=30321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/entarabi.com\/en\/wp-json\/wp\/v2\/tags?post=30321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}