Under the multi-year agreement, which began on 1st October 2021, NINETNINE has become the exclusive distributor of MBC channels in Europe with TV rights to its linear channels. These include: MBC1, its general Arabic family entertainment channel; MBC5 targeting north African audiences; MBC DRAMA, broadcasting best Arabic dramas; and MBC MASR, the most successful TV channel in Egypt.

MBC Channels will join Le Bouquet Maghreb, the largest Arabic bouquet of TV channels in Europe, which is distributed over cable, IPTV and OTT platforms, drawing record viewing during Ramadan 2021. These MBC channels will enlarge NINETNINE’s packages with programmes including The Voice, Master Chef, Arabs Got Talent, Ramez, Saraya Abdeen and many more popular shows that appeal to Arab diasporas across Europe.

Fadel Zahreddine, MBC GROUP’s Director of Emerging Media commented: ‘’This partnership with NINETNINE is about reengineering the value of media offering for Arabs living abroad, through a single subscription point. As part of MBC Group strategy, our audience will access the best Arabic Premium content on a global scale.”

Then Samir Zehani and Adel Hamla, co-founders of NINETNINE, added: NINETNINE works on ROI-based content distribution, backed by data-analytics, which makes our strategy successful in different countries. We create value for our partners and we promote Arabic content in a way that resonates among our different audiences. Le Bouquet Maghreb is one example of the market potential, and we are now determined to upgrade MBC’s TV channel presence in Europe.”