Fatafeat improves with new series, online presence

(MENAFN) In November, Warner Bros. Discovery Channel’s Arabic food network, Fatafeat, gamified its cooking format for the first time with the inauguration of its newest series, “Escape Kitchen.”

Each episode features chefs — Manal Al-Alem, Tarek Ibrahim and Sumaya Obaid, among others — stuck in an escape room, with 45 minutes on the clock to win the game.

The network has been trying to adapt and innovate its content offerings to recall loyal fans and attract new spectators.

Last year, Fatafeat had to close its production studio in Dubai because of COVID-19 lockdown measures just a month before Ramadan — a peak period for premium content — and changed to working remotely.

Though the epidemic and lockdown “increased pressure,” it as well made new chances, mainly for entertainment and streaming providers, since “entertainment played a more prominent role in providing escape and comfort as the world navigated an unprecedented and challenging time,” Grigory Lavrov, chief of Fatafeat and vice-president of marketing, local brands and franchise management in CEE & MENAT at Warner Bros. Discovery, updated Arab News.

“We encouraged more viewership time from our loyal viewers with the nostalgia and familiarity we provide and attracted a new generation of consumers by expanding our presence on social media through creative, short-form content, and, as a result, our audience reach and engagement increased by 50 percent,” Lavrov added.


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