It took me a solid 3 weeks to get him on the phone. George Bush, I thought, was easier to schedule an interview with than Mohieddine Saleh Kamel, son of finance and media tycoon Saleh Kamel. Nevertheless, after weeks of phone calls and messages, I had him on the other line – and even then, he didn’t have much time for the interview.
ART was there, as 2 teams battled for the Arab Champions League Cup in Beirut’s soccer stadium, Madina Al Riyadiah in 2004, Mohieddine Saleh Kamel looked on intently. Live ART Sport coverage of the event ensured that a diverse global audience has access to the ball-based battle on the field.
Alas, one team claimed victory, shortly to be titled Arabian Champions. As confetti paraded into the skies, Kamel made his way down to take centre stage. ART, (Arab Radio and Television), his family-owned subscription satellite television network documented every laugh, tear and bead of sweat.
Kamel, a University of San Francisco Finance graduate, was only twelve years old when his father, Saleh, founded the network in October 1993 in Italy, which initially began to serve for family entertainment. It was met with much success, however, their audience share decreased after the launching of many free-to-air channels, such as Rotana.
Here are some ART statistics for you: fifteen years ago, 5 ART channels were broadcasted around the Gulf and Europe. Today ART has over 6,000 live and recorded shows produced annually, ranging from family-orientated dramas, series, plays, sports programmes, documentaries and music videos. It prides itself on bridging the gap between Arabs living abroad and their homeland.
“In the US, ART was an asset as Arabs living there got a sense of their home country, it also helped in teaching children how to speak Arabic,” Kamel humbly said.
Kamel’s father, Saleh, set up this dynasty single-handedly and enjoys his top fifty rank on the most powerful businessmen of 2008. Initially accumulating his wealth through aviation services and contracts with the Saudi government, his focus then turned to finance and media. His work ethic seems to strike Kamel the most.
“I can’t complain to him that I’m working 7 days a week,” Kamel says half-grouchily – for his much older father works more. It must be said that Kamel’s father is his muse, adding that he doesn’t work to obtain more wealth. It’s the contrary he says, “He works to influence the economy, and seeks to create more jobs for the community around him.”
“My father taught me how to make a promise and keep it, establishing trust with those around you is very important.” He then went on to explain his father’s work ethic.
More work is in the horizon for Kamel, as they plan to take this family-dynasty public soon. Business in the Arab world is bustling according to Kamel, with the advent of the internet. “What we needed years to do just over a decade ago can now be completed in a month.” Currently the Arabian business sector, especially the Gulf, is levelled with the rest of the world. “It’s the right place to be,” Kamel deduces.
He was still in high school when he started working for the network. Aspiring to be a soccer player when younger, his views were fixed, “Sports is the way forward,” he always used to say, plainly ART is known for its exclusivity of broadcasting important matches.
ART hit the sports jackpot with securing the exclusive rights to broadcast the 2006 World Cup for the Middle East and North African region. Cafés, pubs and restaurants all had to pay a considerable fee to televise the game.
In spite of having the highest numbers of subscribers measured up against Showtime and Orbit, they actually have the lowest revenue per user – averaging out at 9 USD, as compared to triple that number for aforementioned networks. TV piracy isn’t helping out either, with a colossal 10-1 margin. However, putting aside this impediment, ART has plans for expansion.
“We are planning to expand on entertainment, there is a weakness there,” Kamel identifies. For that reason, in the coming months ART will soon be launching thematic channels, catering to females, children, luxury, real estate and the like.
The direction of our chat was all about business, I felt that he was veiled behind a media dynasty. I tried to give room for the true Mohieddine Kamel to surface, so I asked who he was. I was met with silence, followed by a stutter. “I have never been asked this question, I really don’t know.”
What he does know though, is what the best moment of his life was – it was when he had his first daughter. And luxury was another topic he provided certainty on. “Luxury is a term used to describe things that you don’t need, that aren’t necessities. I’m not saying I don’t indulge in that lifestyle…” and on that note he let out a little laugh.
