Doha, Qatar -- Al Jazeera's children's channel JCC marked a milestone in its strategic development as it revealed a new organization structure with the mission to become the preferred children’s media experience provider in every Arab home and deliver the most relevant and inspiring content across all platforms. A pan-Arab media organization aims to reach Arab children and young people across the world. JCC encompasses four separate but interconnected audience facing entities that include JeemTV, an advanced media platform for Arab children 7- 12 years old, and Baraem TV, the first preschool channel for children 2- 6 years old. The organization also offers educational and cultural initiatives such as Taalam.tv, the first Video-On-Demand (VOD) educational portal that offers curriculum complementing material to Arab scholars, and Siwar, the JCC children’s choir that provides the opportunity for talented youngsters from 9 to 16 years old to express themselves through singing.
On this occasion, Haya bint Khalifa Al Nassr, Acting Executive General Manager and Board Member of JCC said: “JCC is leading a change at the heart of the business. As a continuation of the QF’s mission we are evolving the brand and continuing to uphold the excellence by unlocking children potential. Over the years, JCC has gained a substantial experience by producing a considerable part of the content, and carefully selecting the rest from the best of the international market. At the same time the channel has built on deep insights into researches, which had provided tremendous knowledge into Arab children’s behavior and enabled us to understand what children want and need. With this in mind we wanted to integrate a child centric brand that caters the modern needs of Arab children and a generation of new media adopters, and brand that offers a full scale of 360 degrees proposition and over multiple platforms.”
The evolution gave birth to JeemTV, a lifestyle entertainment media platform for Arab children that is confident, empowering and accessible providing content that children want, when and where they want it.
Deputy Executive General Manager and Acting Director of Channels, Saad Al Hudaifi, said: “The broader themes of our new programming blocks have been designed to coincide with the physiological, psychological needs of our audiences and their habits, including blocks that cater to kids alone during peak hours and the wider family blocks in the evening. Through our content, we are also developing children’s language and skills and encouraging the use of modern and simplified classical Arabic. JeemTV’s content has been acquired, commissioned and produced in-house to deliver the strongest blend of children’s media in the Arab world, guiding them through life, and inspiring them to be good citizens by instilling and encouraging strong values and ideals.
In order to cater the child’s psychological needs, JeemTV formed a committee with a membership of top content experts in the Arab world to assess the content, as well as provide evaluation and guidance. During the course of one year JeemTV conducted workshops for all employees, so they can understand the mentality of the Arab child and be able to embrace it. As a result, JeemTV has developed daily segment that are dedicated to the entire family, and that showcase programs that touch their minds and hearts. Thus, program grids were developed to fit with the child’s daily schedule and ensure that both education and entertainment are included.
Technological revolution will play a big part on the screen as a learning tool in an entertaining manner, that’s why JeemTV has developed in-house shows to the children between the ages 7 to 12, that promote good behavior and contribute to problem solving such as Anbar Show, The News, and Shashatech, which will allow viewers to stay in touch with state-of-the-art technology, media, and entertainment; and Noun, an exciting and entertaining original program full of surprises, through which girls and families will get the chance to explore new ideas and topics. In addition, through collaboration with companies such as Disney Channel and BBC, JeemTV has acquired exciting new shows such as BBC’s Deadly 360 and Andy’s Wild Adventures, as well as Disney’s The Emperor’s New School, Zeke and Luther, Kim Possible and many more fascinating programs.
JCC’s Acting Director of Sales and Media Rights, Rashed Al-Qurese Almarri said: “Given the huge strides that technology has made in recent years it seemed right and proper to make the channel a state of the art reference that is loved by children and respected by parents. JCC produces considerable part of its overall offering, and carefully selects the rest from the very best of the international market based on our unique child centric strategy. To achieve this we have already made key strategic alliances with internationally renowned content providers who have produced shows that tell compelling stories in a contemporary setting In addition, by building, promoting, and leveraging both JCC’s own properties as well as acquired properties, we are dedicated to play an important role in the region and witness their success.”
JeemTV’s competitive content strategy will be intuitive and carefully selected for 7 to 12 year-olds, offering entertaining content that is family-safe. And, in addition to being a distinctively Pan-Arab channel, JeemTV will inspire and empower Arab children.
With the new programming JeemTV also presents new visual identity of the channel including new dynamic and engaging website – www.jeemtv.net. The new website will enable greater interaction between children and JeemTV at home and on the go – live streaming, video clips, full episodes of favourite shows as well as new and exciting games will make jeemtv.net the favourite destination for all children. A new interface helps children to get to the content they want quickly and easily. Children will be in control of how the content is grouped – by games, by episodes, by clips and by shows.
Fatma Alobaidli, JCC’s Marketing and Creative Director said: “Children’s branding has to effectively and clearly communicate what the brand is all about. We wanted to create a unique and memorable identity that resonates with our audience and their parents and at the same time is strong, distinguishable and contemporary. Therefore the name JeemTV was born – it is Arabic in origin, easy to remember, has an attractive look and feel to it, and is easy and consistent to pronounce across the Arab region. The yellow dot that defines the Arabic letter Jeem in our new logo is also the point of activation and it reinforces the use of classical Arabic language. It allows a child to take control and to define their world. It is an exciting opportunity that invites children to play, to learn, to discover and explore, and to use their imagination. Also, JeemTV.net under the logo communicates that the brand is digital, meaning that it goes beyond the traditional TV screen and offers children content across multiple platforms.”
This reveal is bringing one more novelty – JeemTV is going HD. Talking about new HD offering Said Guerroudj, JCC’s Broadcast and Technical Serviced Director said: “JCC is progressively revolutionizing its digital library and migration over to high-definition digital library thereby introducing a full tapeless environment. We have made our progress in full HD technical support for our studios, post production and facilities. Our superior studios have deployed state-of-the-art technology and continue to support several international projects in Qatar.”
JeemTV was introduced to its audience during an exciting and entertaining five-hour show that was aired live on the channel from the new main studio in Doha. In addition, the evolution was celebrated across the region at events in Alexandria, Egypt (San Stefano Mall); Jeddah, Saudi Arabia (Mall of Arabia); Dubai, UAE (Dubai Festival City Mall); and Casablanca, Morocco (Morocco Mall) from which presenters tuned-in live to studio event and shared excitement of children across the region. In Dubai and Alexandria children also had a chance to meet their loved puppets Anbar and his friend Lahouh.
The studio-based live show consisted of interactive activities such as a voting session for children to choose their favourite shows, reports from presenters on location in malls, and previews of JeemTV’s newest programs. In order to engage with children and families across the region, the channel has prepared a week of spectacular activities at the mall booths, beginning on March 28th. Children will have the opportunity to record messages to be aired subsequently on the channel and new website.