During the early 90s Egyptian households would navigate between 2-3 terrestrial TV channels, rituals such as the Egyptian series at 7pm that all the country would be talking about and watching at the same moment. This provided an opportunity for advertising agencies to study this very similar demographic with their almost identical media habits easily. The advertising scene was booming, and the advertorials were as entertaining as the TV shows, if not more.
Then the region witnessed an unprecedented increase in satellite penetration in the late 90s, MENA consumers started using and choosing between a variety of mass media, which led to more audience fragmentation. It was becoming harder to reach what we call a “niche”, and actually make profit. This shift changed consumer habits altogether, mass media tools were seemingly spreading, but still something was missing.