This week saw the debut of Fox Series in the region, a free-to-air entertainment channel dedicated to the best of American television shows. The launch, which is the second in the Middle East following Fox Movies last May, comes via a partnership between Fox International Channels (FIC) – the international TV arm of News Corp – and Saudi Arabia's Rotana Media Services (RMS), owned by Prince Alwaleed bin Talal bin Abdulaziz Al Saud, Chairman of Kingdom Holdings. Emirates Business caught up with Ward Platt, President of FIC Asia and Middle East, who was in Dubai to promote the venture.



—How did the partnership between FIC and RMS come about?

—Rotana had been an investor with News Corp, so the relationship was always there. Rotana was looking to go international, while Fox wanted to do something in the Middle East. Just a little over a year ago we brainstormed about the possibility of partnering for Hollywood-related content in the Middle East.

It's a great partnership, because we bring the brand and our knowledge of Hollywood content to the table, while Rotana is a major player in free-to-air space, and has great relationships with advertisers and clients in the region.

—How much was invested to bring the Fox brand in the region?

—I cannot reveal the exact figure, but it's in the range of millions and millions of dollars. RMS has the ability to generate revenue, but it will take time to make enough money to break even.

—Has the partnership been affected by the global credit crisis?

—FIC is being affected by the global slowdown, but not as much as many other companies in the US. We're somewhat insulated, because we are TV network, but at the same time, advertising spend is on the decline. However, multi-nationals aren't going to scale back their efforts in the Middle East, where there is growth potential. FIC is well-situated, because it has businesses pretty much everywhere.

—Are further expansion plans on the cards for this region?

—Both sides are eager to do more but at the moment, we're just focusing on the task in hand.

—Are there any plans to introduce local content to Fox Movies and Fox Series?

—Fox channels focus on Hollywood content, so we won't be using local shows. However, we do localise the channels to ensure they are appropriate for the region. But don't expect a Turkish soap opera on air anytime soon.

—What about filming local shows aimed at an international audience?

—We're definitely interested in that. The days where everything was filmed in the US are a thing of a past. Cast members and directors are now willing to go to different places and visit various destinatons.

—What's your opinion on mobile streaming?

—We've talked about working with mobile providers, but the truth is that it's difficult to build. Local drama series' are a bigger drive than US content is.

—Has online streaming and legal and illegal downloading affected the television industry?

—The existence of iTunes and legal streaming, or even illegal downloading, have ultimately created more excitement about particular shows. It's a great way of getting the consumer's attention.

—What TV programmes are you currently watching?

—Well, all of Fox Series' shows of course, such as Stargate SG-1 and CSI: Miami.

—You must watch other shows as well.

—I quite like Mad Men, a critically acclaimed American show. I doubt it'd be a big draw in the region though, because it's about the advertising industry in 1960s America. It was the most awarded show at this year's Emmys.

—Finally, Fox News came under fire during the 2008 US Presidential elections for being biased towards John McCain and giving Sarah Palin a very easy interview. What's your opinion on the news channel?

—I'm a democrat and I voted for Barack Obama, so I'm not completely biased.

Although FIC doesn't manage Fox News, the channel is very successful in the US and caters to a certain group of Americans.
However, news networks also want to succeed financially and on the ratings front, thus making commercial success their top priority, and not a personal agenda to support any one party in particular.




PROFILE: Ward Platt, President, Fox International Channels, Asia and Middle East

Prior to his role with Fox International, Ward Platt was Group Managing Director Asia Pacific for National Geographic Channels International and Fox International Channels, where his responsibilities included managing the cable and satellite television business owned by the Fox Entertainment Group in the region. He started out in his television career working for five years with Continental Cablevision and its affiliates in both Singapore and Boston.

He later moved on to the Star Group, where he became the Senior Vice President of Distribution and Business Development, Asia. Platt is currently based in Tokyo, Japan.