BROADCASTING SCENARIO REPORT

Facility, Location and Operation format

BROADCASTING SCENARIO REPORT ...............................................................................1 ISLAMIC TELEVISION PROJECT COPYRIGHT 2003 .................................................................................................................................................. 1 INTRODUCTION................................................................................................................... 2 A. OUT-SOURCED BROADCASTING OPERATIONS.................................................... 3 KEY BENEFITS .................................................................................................................... 4 B. FULLY OWNED AND MANAGED BROADCASTING OPERATIONS..................... KEY BENEFITS..................................................................................................................... ! A. BROADCASTING FROM UK......................................................................................... " B. BROADCASTING FROM DUBAI MEDIA CITY......................................................... # A. ENCRYPTED BROADCASTING $ SUBSCRIPTION CHANNEL..............................% B. FREE TO AIR BROADCASTING $ OPEN CHANNEL.............................................. 10 RECOMMENDATIONS...................................................................................................... 12 BROADCASTING OPERATIONS .................................................................................... 12 BROADCASTING LOCATION.......................................................................................... 12 AVAILABILITY OF THE CHANNEL TO THE AUDIENCE......................................... 12

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
Introduction
T$i cenario report .ill attempt to e/plore t$e ad!anta#e and di ad!anta#e of t$e follo.in# cenario .it$ t$e aim to di co!er t$e )e t )roadca tin# model of operation for C$annel ISLA01 T$e report .ill ta2e into acco(nt t$e financial and act(al implication of eac$ and e!ery co(r e of action1 T$e e!al(ation in t$i report .ill ta2e place t$ro(#$ t$e proce of CPS 3creati!e practical ol(tion 41 T$e Broadca tin# cenario are a follo. 5 a1 O(t6 o(rced Broadca tin# operation )1 F(lly o.ned and mana#ed Broadca tin# operation a1 Broadca tin# from 78 )1 Broadca tin# from D()ai 0edia City a1 Encrypted Broadca tin# )1 Free to Air Broadca tin# Recommendation Eac$ of t$e a)o!e cenario in!ol!e implication for t$e C$annel, from finance and lo#i tic to )randin#1 It al o determine t$e lon#6term performance of t$e C$annel in a fa t mo!in#, tec$nolo#ically ad!ancin# ind( try, .$ere t$e c( tomer9 demand and e/pectation are )o(ndle 1 Al o t$e c( tomer perception and !ie.er6 $ip determine t$e le!el of (cce and financial performance of t$e c$annel1 T$e aim of t$i cenario report i to con ider t$e c(rrent met$od of operation , prod(ction and tran mi ion )y a ran#e of t$ri!in# c$annel , t$ere)y endea!or to find t$e )e t fittin# cenario model to.ard t$e (cce of C$annel ISLA01 T$e t(dy of t$i report $o(ld allo. t$e de!elopment of a co$e i!e trate#y1 A trate#y .ill ena)le t$e C$annel to #ain, maintain and ( tain core competiti!e ad!anta#e 1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
a. Out-sourced Broadcasting operations
T$e model for o(t6 o(rced )roadca tin# and tran mi ion acti!itie ena)le C$annel ISLA0 to )roadca t almo t immediately, once t$e pro#ramme li)rary i in place and a lin2 i e ta)li $ed .it$ t$e playo(t and tran mi ion pro!ider1 T$e core financial )enefit of ( in# t$i met$od of deli!ery i a $ort6term one, a t$e initial tart6(p co t #et minimi:ed, and imilarly t$e le!el of ri 2 in!ol!ed1 T$ere i al o a tec$nical ad!anta#e t$at co(ld )e ac$ie!ed t$ro(#$ t$i )roadca tin# tr(ct(re; t$i i t$e !ery fact t$at t$e pro!ider are t$e e/pert in t$e )roadca tin# field .it$ $i#$ly e<(ipped tec$nical taff and e/perti e, .it$ $i#$6 end c(ttin# ed#e e<(ipment and )ac2(p1 T$i en$ance t$e le!el of )randin# and mar2etin# (cce and minimi:e t$e c$ance of tec$nical fail(re 1

For c$annel di tri)(tion, ntl5 pro!ide a feed to t$e SDN and ntl5 di#ital ca)le platform at t$e ntl5 Di#ital 0edia Center1 In addition, ntl5 (plin2 t$e c$annel to A tra %B atellite for DT= and f(rt$er ca)le di tri)(tion1 T$ere are t$ree potential )roadca tin# and tran mi ion er!ice pro!ider , t$ey are ntl5, BS8>B and al o teleca t1 =o.e!er, ntl5 pro!ide a f(ll end6to6end er!ice, .$ic$ incl(de playo(t atellite di tri)(tion to A tra, di tri)(tion to ntl5 di#ital and analo#(e ca)le net.or2 and al o to IT? Di#ital !ia t$e SDN m(ltiple/1 In compari on BS8>B pro!ide only t$e atellite (plin21 T$e co t for platform ( a#e of ntl5 i lo.er t$an ( in# S2y9 1 Additionally, ( in# S2y a t$e playo(t center .o(ld mean t$at do.nlin2 to ca)le need to )e arran#ed and ne#otiated eparately .it$ eit$er ca)le .irele or ntl1 Alt$o(#$ t$e price of Teleca t i t$e lo.e t of t$e t$ree, t$eir er!ice are not a relia)le and $a!e to in!ol!e t$ird party to di tri)(te t$ro(#$ A tra %B atellite1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
T$e o)!io( c$oice for t$e di tri)(tion of C$annel ISLA0 .o(ld )e ntl5, for t$e )enefit $i#$li#$ted a)o!e1 It ma2e lo#i tic and di tri)(tion le complicated a )ot$ (plin2 and do.nlin2 are pro!ided1 =o.e!er, C$annel ISLA0 .o(ld need to ne#otiate .it$ S2y to )e placed in t$e EPG0 3Electronic Pro#ramme Grap$ic 0en(41 T$i i a men( y tem, .$ic$ ena)le atellite !ie.er to locate t$e C$annel and al o acce t$e daily pro#ramme c$ed(le 1 T$i er!ice i a!aila)le from S2y on flat6rate p(rc$a e1 It i po i)le to o)tain t(dio, po t6prod(ction, playo(t and tran mi ion facilitie from ntl5, .$o .o(ld al o pro!ide tec$nical and operation per onnel .$il t C$annel ISLA0 retain f(ll editorial and pro#ramme prod(ction control1 C$annel ISLA0 .ill prod(ce t$e pro#ramme and ntl5 .ill pro!ide t$e playo(t, e!en if t$e pro#ramme are li!e1 C$annel ISLA0 end t$e @clean feed9 to ntl59 playo(t center, ntl5 t$en r(n t$e c$annel to C$annel ISLA09 prod(ced c$ed(le and pro!ide monitorin# and tec$nical )ac26(p er!ice 1 T$e c$annel i t$en di tri)(ted )y ntl5 fi)er to !ario( tele!i ion platform 1 C$annel (c$ a ITN Ne. , BBC 8no.led#e and 78 Gold ( e t$i er!ice1

Key Benefits
Ena)le C$annel ISLA0 to )roadca t almo t immediately 0inim(m Initial Start(p co t1 Foc( T$e mana#ement of C$annel ISLA0 can foc( on $i#$ <(ality prod(ction and content deli!ery, a t$e )roadca tin# and it tec$nical acti!itie are o(t6 o(rced1 Ready made t(dio and po t prod(ction er!ice A $i#$ <(ality and ad!anced tec$nical e<(ipment a!aila)le for ( a#e1 T$i .ill increa e and en$ance t$e le!el of tandard and er!ice1 Di#ital er!er )a ed playo(t y tem A relia)le and fle/i)le platform to e ta)li $ t$e C$annel and ena)le it to #ro.1 %*AB Operation and S(pport ntl5 $a!e a trac2 record c( tomer er!ice, .$ic$ reflect t$at t$ey (nder tand o(tp(t i critical to any c$annel, and offer %*AB (pport ma/imi:in# t$e protection of t$e c$annel and er!ice to it c( tomer

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
b. Fully owned and managed Broadcasting operations
T$e o(t6 o(rced facility may $a!e )enefit , .$ic$ eem to ma2e it t$e o)!io( c$oice for t$e ideal )roadca tin# infra tr(ct(re1 =o.e!er, it may )e noted t$at t$o e )enefit are only $ort6term1 In order to e ta)li $ C$annel ISLA0 a a c$annel .it$ f(t(re cope, a f(lly o.ned and mana#ed )roadca tin# trate#y need de!eloped and adopted1

T$e option t$at .e aim to t(dy $ere i a in#le net.or2ed er!er and a(tomation y tem .it$ t$e fle/i)ility to ro(te any material to any de tination, and r(n m(ltiple playo(t im(ltaneo( ly from a common tora#e pool1 0o t importantly, in order to f(lfill C$annel ISLA09 $ort and lon#6term trate#y, t$i y tem i cala)le on demand1 T$i y tem offer t$ree important )enefit ; fle/i)ility, relia)ility and implicity t$at .ill ena)le C$annel ISLA0 to )ecome one of t$e fa te t #ro.in# )roadca tin# c$annel in t$e DT? ind( try1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
T$e )roadca tin# facility encompa e $ared tora#e, a(tomated content in#e t, colla)orati!e editin# from a central er!er, a(tomated ne. ca t and li!e pro#ramme prod(ction1 It al o incl(de a(tomated play6to6air pl( commercial in ertion capa)ility1 T$i di#ital component facility minimi:e t$e p$y ical $andlin# of content, increa e relia)ility, maintain efficient .or2flo. and red(ce operatin# co t 1 A)o!e all, a prime ad!anta#e #ained i a fle/i)le and ad!anced infra tr(ct(re t$at remain at t$e c(ttin# ed#e C from t$e fir t di#ital tran mi ion on.ard C .it$ t$e fle/i)ility to e/pand to m(ltiple o(tp(t from t$e o(t et1 T$i capa)ility allo. C$annel ISLA0 to e/pand it mar2et offerin# 3a portfolio of er!ice 4 a .ell a enter into ne. mar2et , (c$ a from pan E(ropean to 7SA and t$en on to t$e A ian continent1 T$e y tem ill( trated a)o!e )rin# .it$ it a )roadca tin# capacity of fo(r 3*4 c$annel a a tandard1 T$e t$ree 3'4 c$annel e/tra capacity co(ld )e o(t o(rced to eit$er corporate or prod(ction companie and to e!en ot$er T? c$annel 1 T$i .o(ld allo. C$annel ISLA0 to de!elop an additional tream of re!en(e, (c$ t$at t$e facility co(ld pay off t$e in!e tment made in t$e y tem .it$in a #i!en time period1 T$ere are al o () tantial co t a!in# to )e made from t$i infra tr(ct(re1 For in tance, t$i centrali:ed y tem can er!e all t$e )roadca tin# 3play6o(t, (plin2 and do.n6 tream )roadca tin#4 re<(irement 1 T$i mean t$at t$ere .ill )e no need to pay for o(t6 o(rced )roadca tin# to !ario( pro!ider , i1e1 ntl5 for 78, S(ndance Di#ital for 7SA and o fort$1 D$en $a!in# adopted t$e o(t6 o(rced model of deli!ery, t$e lon#6term con e<(ence are t$at a t$e C$annel e/pand it )roadca tin# and operation )readt$ o do t$e co t , and t$ere .ill )e no economie of cale to )e e/perienced in in#(lar C$annel )roadca tin# y tem1 Dit$ a centrali:ed c$annel di tri)(tion y tem a a)o!e, not only !ario( economie of cale .ill )e e/perienced at t$e co t front , )(t it al o ol!e t$e pro)lem of lo#i tic , per onnel and mana#ement1

Key Benefits
Centrali ed Operation E Broadca tin# By $a!in# t$e operation and )roadca tin# centrali:ed and accommodated in one location .it$ a co$e i!e team .or2in# mean $i#$ le!el of efficiency and effecti!ene 3cont14 Economie of Scale Alt$o(#$ t$e initial in!e tment re<(ired i () tantial, t$e a!in# made on t$e co t o!er t$e year , additionally t$e e/tra re!en(e #enerated, not only pay )ac2 t$e in!e tment made )(t al o increa e t$e pay)ac21 T$i i t$e mo t prod(cti!e lon#6term trate#y1 Lo. Ri 2 T$e reliance on t$ird party pro!ider i minimi:ed and t$erefore t$e le!el of ri 2 in!ol!ed, i1e1 fail(re and )rea2do.n in lo#i tic and operation 1 Finally, t$e in!e tment made on t$e tan#i)le a et .ill remain .it$ t$e company in contra t to t$e o(t o(rced )roadca tin# y tem1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
a. Broadcasting from UK
Lo#i tic C $ort6term5 For immediate )roadca tin# la(nc$, C$annel ISLA0 .o(ld re<(ire ntl59 playo(t er!ice to A tra, t$erefore t$e )roadca tin# operation .o(ld $a!e to )e coordinated from 78, a it i .$ere ntl5 i )a ed1 E!ery pro#ramme and commercial in ertion $a to )e c$ed(led daily and #i!en to t$e playo(t center .it$in t$e la# time1 T$e c(ein# of Ne. , li!e pro#ramme and ot$er peciali t )roadca tin# re<(ire t$e mana#ement of t$e )roadca tin# acti!itie to )e carried o(t in t.o e#ment , initially from t$e control center at C$annel ISLA0 and t$en on t$e playo(t facility .$ere t.o internal C$annel ISLA0 coordinator .ill )e tationed1 T$i .o(ld en (re ma/im(m efficiency and red(ce ri 2 and .a ta#e of material and time, t$erefore red(cin# co t .$il t ma/imi:in# <(ality1 Lo. initial co t 5 T$i i d(e to t$e implicity of t$e operation and et(p acti!ity in compari on to t$e latter trate#y 3le .a ta#e and time6con (min#41 By o(t o(rcin# t$e tec$nical acti!itie , C$annel ISLA0 .ill not need to recr(it or pro!ide trainin# for peciali t "o) role ; t$erefore a!oid initial complication e/perienced in (c$ pro"ect , .$ic$ ( (ally re (lt in tec$nical fail(re d(e to lac2 of e/perti e and capa)ility1 It al o red(ce t$e ri 2 factor a t$e deli!ery of t$e C$annel i #(aranteed )y a peciali t company, .$ic$ i manned and e<(ipped .it$ t$e c(ttin# ed#e of tec$nolo#y1 For t$o e "o) re<(ired in C$annel ISLA0, (c$ a t$e coordinator and mana#er , t$ey are ea ier to recr(it and train in t$e 78, a candidate for t$e T? ind( try are more readily a!aila)le compared to D()ai1 3For D()ai, .e $a!e recr(it e/perti e from $ere and al o end employee from D()ai to 78 for trainin#1 T$i .o(ld re (lt in e/tra co t in =(man re o(rce mana#ement14

Lan#(a#e5 C$annel ISLA0 .ill )e in En#li $, .$ic$ ma2e $a!in# an o)!io( ad!anta#e o!er t$e D()ai profe ional 1

78 )a ed recr(it

Lon#6term et)ac2 5 Bein# )a ed in t$e 78 for a lon# period doe $a!e )( ine and financial et6)ac2 , (c$ a $a!in# to pay t$e ITC ann(al licen e loyalty fee , .$ic$ i ()"ect to re!en(e attained1 T$e )roadca tin# licen in# i al o en iti!e to lo))y #ro(p 1 T$e potential diffic(lty lie .it$ e pecially t$o e lo))y #ro(p t$at are inclined to.ard I lamop$o)ia1 T$i may re (lt in re triction on pro#rammin# capa)ilitie 1 =i#$ ta/ation5 %FG corporate ta/ on all net profit and ot$er ta/e paya)le1 Stren#t$ of t$e 78 terlin# may )ecome pro)lematic .$en pro!idin# er!ice in t$e oft economy co(ntrie 1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
b. Broadcasting from Dubai Media City
Licen in#5 T$e la. and re#(lation in re#ard to )roadca tin#, and e pecially of I lamic content are !ery rela/ed in D()ai1 Licen e application are not ()"ected to trict condition 1 Si#nificantly, t$e 0ini try of Comm(nication doe not ()"ect t$e licen in# to loyalty fee 1 T$i applie e pecially to c$annel operatin# from t$e D()ai 0edia City, a one of t$eir mar2etin# feat(re 1 D(ty6free trade in D()ai .ill $elp impro!e t$e ca $flo. of t$e company to a certain de#ree, )(t mo t importantly t$ere are () tantial a!in# to )e made on corporation ta/, .$ic$ i lo.er t$an 78, any ot$er E7 co(ntry and e!en 7SA1 Lo. operatin# co t 5 T$e operatin# co t , (c$ a .a#e , property, )ill E rate and o fort$ are con idera)ly lo.er t$an t$o e in 781 It i <(oted in t$e 0intel report t$at t$e operatin# co t of an a!era#e company in 7AE 37nited Ara) Emirate 4 are aro(nd 'FG or more lo.er t$an companie operatin# in t$e E7 or 7SA1 Lon#6term )enefit 5 Beca( e la)o(r co t are $i#$er in t$e 78, c$annel ISLA0 can ma2e () tantial a!in# if it relocate it )roadca tin# facilitie to D()ai1 T$e e a!in# can )e in!e ted in recr(itment and trainin#, .$ic$ .ill increa e t$e proficiency 3 2ill , talent and a)ility4 in t$e $(man a et of t$e company1 T$i may al o apply to ot$er !aria)le co t 1 T$i trate#y ena)le a centrali ed #lo)al )roadca tin# y tem to )e implemented, .$il t a!oidin# con!entional o) tacle (c$ a tran mi ion :one , lo#i tic of prod(ction, operation and )roadca tin#1 T$( ma2in# t$e c$annel f(t(re proof1 B( ine 781 and .or2in# ?i a !irt(ally #(aranteed for mana#ement and taff from

Economie of cale5 By $a!in# one )roadca tin# and operation facility in D0C, .$il t $a!in# prod(ction facilitie allocated in de i#nated co(ntrie of )roadca t, ma2e t$e er!ice of t$e c$annel tr(ly #lo)al1 >et it pro!ide a dedicated and tailor6made pro#rammin# to t$e 0( lim comm(nity of eac$ co(ntry1 T$i i t$e implementation of t$e Hact local and t$in2 #lo)alI trate#y1 Limitation5 T$i trate#y i time con (min# and it re<(ire a () tantial amo(nt of time to implement t$e y tem efficiently1 Some facilitie , and e pecially t$e )roadca tin# facility .ill $a!e a $i#$ et6(p co t; $o.e!er in compari on to 78, it .ill )e i#nificantly lo.er1 Speciali t taff .o(ld $a!e to )e recr(ited from 78 and t$en $ipped to D()ai1 So may $a!e to compen ate t$em )y ma2in# arran#ement (c$ a accommodation, !i a and ot$er1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
a. ncrypted Broadcasting ! "ubscription C#annel

Re!en(e5 S() cription co(ld )ecome an e ta)li $ed re!en(e tream for C$annel ISLA01 T$e re!en(e #enerated from t$e ale of () cription .o(ld contri)(te to.ard t$e co t of ale , and t$e ad!erti in# ale .o(ld increa e t$e profit mar#in contri)(tion1 T$i trate#y .ill allo. C$annel ISLA0 to ma/imi:e it ale potential1 3plea e t(dy financial report4 ?al(e for money5 Free c$annel are ( (ally reliant on t$e c( tomer 9 c(rio ity or t$eir fort(ito( intere t in findin# a c$annel of t$eir preference1 D$en t$e c( tomer $a!e paid for t$e er!ice , t$ey .ant !al(e for t$eir money, and t$erefore .atc$ t$e c$annel1 =o.e!er, a tron# mar2etin# trate#y .ill $a!e to )e applied to per (ade and enco(ra#e t$e c( tomer to )(y t$eir initial () cription1 T$e i#nificance of () cription on t$i point i t$at, t$e re earc$ carried o(t )y BS8>B in %&&+, indicate t$at c( tomer are more li2ely to t(ne into c$annel t$at t$ey $a!e () cri)ed t$an to t$o e t$at are freely a!aila)le1 Relation $ip .it$ t$e !ie.er5 T$ere i a clear relation $ip )(ild (p )et.een c$annel ISLA0 and it !ie.er 1 T$e c$annel $a already de!eloped a en e of re pon i)ility to meet t$e e/pectation of it () cri)er , .$erea it i e/pected t$at t$e !ie.er .ill de!elop a en e of a ociated o.ner $ip1 T$e fact t$e !ie.er feel t$at t$ey o.n omet$in# a ociated .it$ t$e c$annel 3t$e () cription4, $elp e ta)li $ a tron# c( tomer loyalty1 ?ie.er data)a e5 By ma2in# t$e c$annel () cription )a ed, t$e company .ill )enefit #reatly from it c( tomer information data)a e1 All t$e credita)le information .ill $elp t$e c$annel create ne. pro#ramme or modify e/i tin# one , o t$at t$ey can corre pond .it$ t$e ed(cational, ocial and economic le!el of it !ie.er 1 T$e data)a e .ill al o )e an important tool in locatin# t$e !ie.er and #ettin# t$eir feed)ac2 d(rin# f(t(re mar2etin# re earc$1 In t$e mean.$ile, ad!erti er .ill $a!e t$e enticin# opport(nity to !ie. a more detailed report of .$o t$e !ie.er are and .$at are t$eir preference of con (mption1 Limited a!aila)ility, a () cription re trict t$e acce i)ility of t$e potential !ie.er to t$e c$annel1 For t$at rea on, it can )e e/pected t$at t$e initial !ie.er $ip .ill )e i#nificantly lo.1 Additionally, #reater in!e tment .o(ld need to )e made on ad!erti in# and promotion to #enerate intere t and enco(ra#e t$e c( tomer to () cri)e1 T$i al o $a direct implication of t$e ad!erti in# re!en(e, ad!erti er .ill eit$er )e rel(ctant to ad!erti e on a platform t$at $a a lo. !ie.er $ip or demand #reater di co(nt on t$e price of t$e ad!erti in# pac2a#e 1

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BROADCASTING SCENARIO REPORT

Facility, Location and Operation format
b. Free to $ir Broadcasting ! Open C#annel
=i#$ ?ie.er $ip5 T$e lo t$at .ill )e made from for#oin# t$e () cription re!en(e can )e compen ated )y #rand increa e in t$e ad!erti in# re!en(e, a ad!erti er .ill )e more ea#er to ad!erti e on a platform t$at i open to a lar#e n(m)er of !ie.er 1 0oreo!er, ad!erti in# trend from t$e T? ind( try and ad!erti in# a#encie (##e t t$at mo t ad!erti er are .illin# to pay a #reater price for ad!erti in# on an open platform t$an one t$at $a re tricted it acce i)ility )y () cription1 T$i )enefit pro!ide t$e ad!erti er .it$ !al(e for t$eir money1 Comm(nity er!ice5 C$annel ISLA0, (nli2e con!entional c$annel , $old a #reater le!el of ocial re pon i)ility; one i to pro!ide a complete media alternati!e to t$e 0( lim pop(lation, and t$e ot$er i to pro!ide t$em .it$ a !oice of e/pre ion in all area , incl(din# c(rrent affair 1 Dit$ t$e e notion em)edded .it$in t$e corporate aim and o)"ecti!e of t$e c$annel, t$ere are !a t e/pectation from !ario( ta2e$older to ma2e t$e c$annel a!aila)le to t$e ma e 1 T$i $a deep f(t(re implication for t$e c$annel, .it$o(t it meanin# t$at t$e c$annel cannot )e () cription )a ed1 =o.e!er, only )y ma2in# it a!aila)le to t$e .ider a(dience, t$e c$annel can entirely f(lfill it comm(nity er!ice promi e and reac$ $i#$ pop(larity1 T$erefore #reat care need to )e ta2en .$en re#ardin# t$e operation format of t$e c$annel1 Greater a!aila)ility5 T$e open c$annel option enco(ra#e $i#$ a(dience participation, .$ic$ i a !ital factor for t$e (cce of a !a t ran#e of t$e c$annel9 pro#rammin#1 T$i .ill con tit(te in t$e acceptance of t$e c$annel )y t$e 0( lim and ot$er comm(nitie 1 Competition5 C$annel ISLA0 i t$e fir t and only ort$odo/ 3S(nni4 I lamic tele!i ion c$annel to )e e ta)li $ed in 781 A competitor .$o tand (pon t$e ame ideal .it$ c$annel ISLA0 and tar#et t$e ame aim i li2ely to appear in t$e f(t(re1 C$annel ISLA0 $o.e!er, ince it .a fo(nd, $a applied e!eral corporate trate#ie in it operation in order to en (re t$at t$e c$annel remain t$e leader of I lamic )roadca tin#, e!en if competitor ari e1 =o.e!er, a competiti!e c$annel doe not $a!e to nece arily tand (pon t$e ame principle , e!en if it call it elf @0( lim Tele!i ion91 0TA 30( lim Tele!i ion A$madiyya4 .a e ta)li $ed in +--F and $a )een )roadca tin# in 78 e!er ince1 T$e A$madiyya c$annel i a c$annel t$at doe not repre ent t$e tr(e !al(e of I lam, )(t t$e notion of t$e A$madiyya ect, propa#atin# .$at i lamic c$olar re#ard )la p$emo( 1 T$( t$ey are cate#ori:ed a a c(lt #ro(p t$at i o(t ide t$e fold of I lam1 T$e pecific c$annel i free of () cription and a!aila)le to all atellite and ca)le () cri)er to .atc$1 A mentioned )efore, c$annel ISLA0 aim to pro!ide a comm(nity er!ice, )(t al o to propa#ate t$e tr(e me a#e of I lam1 T$e main ar#(ment of o(r ta2e$older i t$at )eca( e 0TA c$annel pread mi #(idance t$ro(#$ pro!idin# free )roadca tin#, it i important t$at c$annel ISLA0 i al o free, in order to e/po e mi c$ief and promote t$e ori#inal me a#e1

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Facility, Location and Operation format
Opport(nitie 5 Bein# a tr(ly comm(nity c$annel, t$ere .ill al.ay )e !ario( opport(nitie to.ard rai in# f(rt$er finance .$en t$e company .i $e to do o for pecific rea on , or d(e to lo of re!en(e1 Potential a!en(e are re!en(e recei!ed from CI Interacti!e 3I lamic Open 7ni!er ity4, or from t$e ale of c$annel ISLA0 pro#ramme and corporate merc$andi e1 =o.e!er, t$e e re!en(e team .ill ta2e lon# time to reali e, a t$ey are con (mer )a ed and can )e con idered in many .ay a additional i ter operation a ide c$annel ISLA01 Con e<(ently, t$e c$annel .o(ld $a!e to e ta)li $ it elf .it$in t$e Briti $ 0( lim comm(nity fir t and create a en e of )elon#in# and loyalty amon# it c( tomer 1 Additionally, CI Interacti!e pro"ect i an e/tra er!ice pro!ided )y t$e c$annel, $a!in# t$e potential of )ecomin# a portfolio c$annel )y it o.n ri#$t1 3Plea e read t$e CI Interacti!e report for f(rt$er t(dy4

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Facility, Location and Operation format
%ecommendations Broadcasting operations
For t$e initial year, C$annel ISLA0 $o(ld adopt o(t6 o(rced )roadca tin# operation , a t$i .ill allo. t$e c$annel to )roadca t immediately .it$o(t f(rt$er delay once t$e pro#ramme li)rary i prod(ced and or#ani ed in a c$ed(le1 In t$e meantime, it .ill al o allo. t$e company to de!elop and e ta)li $ a f(lly o.ned )roadca tin# operation1 1 T$e f(lly o.ned and mana#ed )roadca tin# operation $o(ld )e initiali:ed after t$e econd year of )roadca tin# on.ard 1 D(rin# t$e fir t year of )roadca tin#, t$e c$annel $all de!elop it )roadca tin# infra tr(ct(re and e ta)li $ t$e facility1 T$i incl(de plannin#, p(rc$a e , and in tallation, recr(itment and trainin#, a .ell a te t r(n 1 E!en t$o(#$ t$i trate#y re<(ire $i#$ in!e tment and maintenance, it en (re t$e c$annel a#ain t critical ri 2 and fail(re 1 In t$e mean.$ile, it reflect financial pay)ac2 and ec(re t$e lon#6term ( taina)ility of t$e c$annel in t$e international arena1 T$i trate#y .ill not only reap #reat competiti!e ad!anta#e for t$e c$annel, )(t it .ill al o ma2e t$e c$annel f(t(re proof, pa!in# t$e .ay for tron# and ta)le #ro.t$ d(rin# t$e c$annel9 fi!e6year de!elopment trate#y1 T$erefore e!en t$o(#$ t$e latter trate#y i to )e implemented for t$e lon#6term, it i t$e initial trate#y t$at allo. t$e c$annel to )e optim(m in it timin# and #rad(al #ro.t$ and de!elopment1 By ( in# t$i met$od of deli!ery, t$e diffic(ltie faced d(rin# t$e learnin# c(r!e .ill )e minimi:ed1

Broadcasting location
For t$e $ort6term initial e ta)li $ment of t$e c$annel, it i cr(cial t$at t$e c$annel and it )roadca tin# operation i )a ed in and operate from 781 T$i .ill allo. t$e company to de!elop a co$e i!e mana#ement and an or#ani:ational pro#ramme in order to e ta)li $ t$e c$annel a part of t$e fi!e6year de!elopment trate#y1 From t$e econd year of operation, t$e c$annel .o(ld need to )e#in it relocation acti!itie to D()ai 0edia City, t$( ac<(i ition and f(ll implementation of t$e trate#y1 T$erefore, t$e plannin# and or#ani ational acti!itie .o(ld $a!e to )e completed )y t$e end of t$e fir t year1 T$i #rad(al #ro.t$ of acti!itie and cope of t$e c$annel .ill en (re #reater le!el of efficiency in t$e mana#ement of t$e pro"ect1 T$i .ill al o $elp ta)ili e t$e ca $flo. mana#ement, e pecially d(rin# t$e cr(cial fir t year of tran mi ion1

$&ailability of t#e c#annel to t#e audience

0a2in# c$annel ISLA0 free to !ie. in t$e fir t year of )roadca tin# .ill ena)le a .ide a(dience to !ie. t$e c$annel and form an opinion a)o(t it1 Pro!ided t$at c$annel ISLA0 reac$e t$e <(ality of er!ice t$at it $a )een de i#ned for, a(dience !ie.er6 $ip and loyalty .ill teadily increa e1 Beca( e an i lamic c$annel i omet$in# t$at t$e m( lim comm(nity $a )een a.aitin# for a lon# time, c$annel ISLA09 la(nc$ .ill )e con!eyed t$ro(#$o(t1 T$i .ill po i)ly enco(ra#e t$e !ie.er .$o $a!e neit$er atellite di $ nor ca)le connection to p(rc$a e t$e recei!er 1 T$erefore in t$e lon#6term t$ey .ill )e more .illin# to pay a () cription fee1 T$i i a tepped co t for t$e c( tomer, a t$ey .ill not

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Facility, Location and Operation format
$a!e to ma2e a () tantial in!e tment on )ot$ t$e di#ital T? recei!er and t$e () cription in t$e ame time1 0ar2et re earc$ al o indicate t$at t$ere i a c( tomer e/pectation to !ie. a c$annel for free for a certain time period, to #ain an in i#$t of it er!ice )efore () cri)in# to it1 T$i i d(e to t$e opport(nity co t , a t$ere are ot$er () cription6)a ed c$annel t$at offer peciali t pro#rammin# to cater for !ario( ta te 1 T$i practice i a norm in t$e DT? ind( try1 T$e free to !ie. time period i al o a mar2etin# acti!ity, a i create a demand from t$e c( tomer 1 A for e!ery T? c$annel, it core6ad!erti in# tool i t$e c$annel it elf1 T$e Ramadan )roadca tin# trate#y %&&% $o(ld )e implemented for t$i p(rpo e, alt$o(#$ t$e c$annel .ill )e free to !ie. for t$e .$ole initial year1 T$i .ill create a en e of anticipation and .ill $i#$li#$t t$e importance of t$e er!ice offered )y c$annel ISLA01 T$e )roadca tin# $o(r .ill initially )e ei#$t 3,4 in 78 and 7SA, and t$en t$ey .ill )e increa ed to +J $o(r and finally to %* $o(r 1 T$i i d(e to t$e li)rary de!elopment of t$e pro#ramme and t$e )roadca tin# and mana#ement infra tr(ct(re1 In order to accommodate t$e )enefit $i#$li#$ted, a .ell a to red(ce t$e o) tacle , t$ere i a need for a )alanced approac$ to t$e () cription trate#y1 T$at )alance i t$at, .$en ma2in# t$e c$annel () cription )a ed, t$e pricin# i (c$ t$at it i re#arded a a $i#$ly di co(nted () cription, i#nificantly lo.er t$an t$e ind( try a!era#e1 S() cription .ill )e la(nc$ed .it$ t$e promotional trate#y of t$e @e/cl( i!e () cription9 offer of K++F1&& for t$ree 3'4 year , .$ic$ .ill )e a limited offer to t$e fir t +&,&&& () cri)er 1 Re#(lar () cription .ill al o )e a!aila)le at t$e price of KFF1&& per year 3K*1J& per mont$41 T$i .ill )e an on#oin# ale of () cription1 T$ro(#$ t$i approac$, a $i#$ de#ree of () cription (pta2e can )e e/pected1

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