UAE Business Awards 2020

14 MEA MARKETS / 2020 UAE Business Awards , culture, ethos, traditions, honour and pride in its programming. Representing the aspirational attitudes of the Pakhtun community, we aim to make those living around various parts of the world feel as if they are in their homeland. “With an exclusive top-rated Pashto drama series, Pashto musical shows and ground- breaking original Pashto productions, Khyber Middle East is not only a medium of entertainment it’s also become a tool for cultural conservation.” With over a one million dedicated viewership base, Khyber Middle East TV can be a potential source for increasing the market base of UAE advertisers alone as Jawad goes on to explain. TV Channel of the Year 2020 - Middle East Avcom Advertising LLC KhyberMiddle East is a Pashto Entertainment Television Channel launched fromUnited Arab Emirates (UAE). Following on from their success in the UAE Business Awards 2020, we got in touchwith Jawad Hamid Raja, the Chief Operating Officer of the Channel, to find out more. Like it’s parent Channel, AVT Khyber, which is the first complete Pashto language TV Channel and was launched in 2004, Khyber Middle East is also the first Pashto language TV Channel to be launched from Dubai, United Arab Emirates, in 2019. Khyber Middle East has been providing positive entertainment for the Pakhtun community who are residing in different parts of the world. To start, Jawad provides us with a brief overview of the firm and its clients of whom they typically serve. “As the home of Pakhtun entertainment for millions of expats, Khyber Middle East TV explains the codes of hospitality, Mar20007 “Khyber Middle East, as a Pashto language TV Channel acts as true representation of the Pakhtun Community, especially the expats living in the Middle East. With a dedicated viewership of over three million Pakhtuns living in the Gulf region, it has proved to be the most potent tool for the marketing of various products.” As a TV channel appealing to a rather discerning audience, with its unique programming the channel are able to strictly adhere to the social and cultural values of the Pakhtun society. “With our audience seeking Pashto content that is both smart and intriguing, we aim to promote the spirit of nationalism, unity, brotherhood and peace amongst the Pakhtuns. Moreover, with these qualities, following in the footsteps of AVT Khyber and Khyber News, we have a definite edge over our competitors.” The working culture in place at Khyber Middle East is very family orientated, which as Jawad points out, has helped create an environment where everybody feels at home. “ Like it’s managing concern, AVT Channels Private Ltd which, like Khyber Middle East Channel, also owns and operates AVT Khyber, the first complete Pashto language TV Channel, and Khyber News, the first complete Pashto language 24/7 News Channel, we at AVCOM, create an atmosphere where, as the word goes in Arabic, You are one of us and You are easy upon us.” Finally, Jawad comments on the future of Khyber Middle East and its plans moving forward. “With the grace and blessings of Almighty, our objective is to move forward in providing meaningful entertainment and infotainment content to our hugely dedicated audience. Furthermore, we have all the intentions to further explore avenues to fulfil our objective based mission statement.” Company Name: AVCOM Advertising LLC Contact Name: Zamarud Buneri, General Manager Telephone Number: +97142355554 Address: M-04, Abdulla Shaibani Building near Mamzar Centre, Abu Hail, Hor Al Anz East, Deira Dubai 125717 Web Address: www.khyberme.tv