The US-based non-fiction broadcaster Discovery has strengthened
its presence in the Middle East by announcing an agreement
to acquire Dubai-based media company Takhayal Entertainment
and its affiliated companies in Dubai and Egypt, including
its flagship TV food network, Fatafeat.
parties are in final stages of formalising the transfer with
the competent authorities. The announcement was made by Takhayal
CEO Youssef El-Deeb and Discovery Networks International CEO
transaction is a targeted step by Discovery to further extend
its reach in the growing Middle East and North Africa television
market, and to further complement and strengthen its existing
portfolio of female-targeted lifestyle pay TV brands, including
TLC and Real Time, which are now available in more than 150
countries outside the US. The acquisition will also provide
access to a vast library of cooking recipes and shows and
the company's production facility.
said, "Discovery's guiding principle has always been
to customise our strategy on a region-by-region and market-by-market
basis to build the strongest global nonfiction media company
bar none. The acquisition of Takhayal, the premier company
for cuisine and culinary programming in the Middle East, significantly
strengthens our portfolio in this important region and adds
content in a genre that has proven popular with our viewers
around the globe, including on Real Time in Italy and the
UK and on TLC in Poland, Latin America and India.
executives, such as Youssef El-Deeb are exceptionally smart
and creative and we look forward to working with them to leverage
Takhayal's strong position in the Arab-speaking world and
take Discovery's female-targeted lifestyle content even deeper
into the marketplace."
CEO Youssef El-Deeb said, "We have had great success
with our TV brand Fatafeat, which has become one of the leading
TV channels in the Middle East since it launched five years
ago, and our slogan 'Al Hayat Helwa' (Life is Wonderful) which
has been the driving force across our business and we are
excited by how the rich expertise of Discovery will enable
us to take the business to the next level. We are very honoured
to become part of Discovery Communications.
core expertise of our team is its great creativity and dedication,
and this combination has enabled us to achieve very clear
brand positioning and stand out amongst the hundreds of Arab
TV channels as the leading the lifestyle brand across the
broadcasts to approximately 55 million TV households in the
Middle East and North Africa and the in-house studio contains
a library of 700 hours of programs, which is added to by 150-200
new hours each year. The popular line-up of shows includes
Teslam El Ayadi (family cooking show), Matbakhna El Arabi
(Our Arabian Cuisine hosted by chef, Mohammad Orfali), Shourba
Wi Naknaka (Soups and Snacks), Houriyat Al Matbakh (Arabic
and international cooking) and Wala Bil Ahlam ('Dream Desserts'
from Egyptian award winning chef, Nermine Hanno).