For the youngsters appearing on Mini-Studio, an entertainment TV show being broadcast in the late afternoon, it was their chance for a few minutes of fame. But the children’s bid for stardom on the MTV program came to an abrupt halt. Security forces burst into the company’s premises in the RML building in Sassine, Achrafieh, and ordered a technician to pull the plug on the young people’s ambitions. The staff was evicted, leaving even personal belongings behind, and the five floors belonging to the station were sealed. That was on September 4, 2002, a couple of months before MTV’s 11th anniversary.
Since Parliament lifted the broadcasting ban in the middle of last month, the enfant terrible of television is set for a multi-million dollar comeback. MTV plans to reappear on the airwaves in the first few months of 2006 although a precise date has not yet been set.
The 2002 raid included simultaneous swoops on 19 mostly unmanned relay stations, needed to extend coverage to the entire country, as well as the unfinished Studiovision premises in Naccache that will house the reborn MTV. At the time Naccache was solely a program production center belonging to an allied, but separate, company.
Outspoken and out of a job
MTV’s crime had been an alleged breach of Article 68 of the law covering broadcasts at election time. The provision stipulates that broadcasts during an electoral period will not favor one particular candidate. In June of that year, MTV’s founder, Gabriel El-Murr, had been elected to Parliament after a bitterly disputed contest with his niece, Mirna El-Murr, for a Metn seat. To this day, MTV emphatically denies the charge of broadcasting bias, saying that Mirna had refused invitations to appear on the station to put her point of view.
Closure left the 453 people on the payroll in September 2002 without a job. In the ensuing uncertainty about the probable length of the ban, they hung around waiting for a reopening. The law stipulated a three-month ban for any station showing bias but the interpretation in MTV’s case rested on a single word. The relevant clause speaks of a tam (complete) closure. While MTV took this to mean shutting down the whole station, as opposed to pulling the plug on the offending program, the authorities interpreted it as meaning “indefinite”.
At first lawyers tried to get the ban lifted through the judicial system and the Publications Court. When that appeared doomed to failure, the company’s energies were poured into two parallel tracks. Campaigning for the return of the license switched from the judicial system to lobbying politicians while commercially developing Studiovision to produce programs, commercials and video clips for external customers.
Alwaleed steps in to help
Some of the 453 people were absorbed into program production at the Naccache business and MTV’s key executives were also retained. But most of the original staff stayed months without a job before eventually finding work on other stations, either in Lebanon or abroad.
The Naccache premises turned into a hive of industry making programs for many of Arabic language television’s major players. Among the clients were New TV, Al Hurrah, MBC, Orbit and the Hizbollah station Al Manar. Another important source of revenue was the four channels of Rotana, which are owned by the Saudi billionaire Prince Alwaleed bin Talal, who also holds a 10 percent stake in the company. Rather than let this lucrative business drop, Studiovision is in the process of constructing a second building in Naccache, bringing the total investment to around $60 million, and plans a third for some time in 2007. The second building is due for completion by the end of the year, provide, according to MTV, “we don’t meet any major snags”. In any case, at the time of the closure MTV was planning to move from Achrafieh to the first building in Naccache, which has seven floors underground as well as the half dozen above ground overlooking the Mediterranean.
Seeing the financial light
and bigger audiences
In the tight and tough world of a Lebanese media business fighting for a slice of the declining total advertising revenue, MTV says that it had built up by 2002 a 26 percent market share of the gross $60 million available. Commission paid to external advertising sales forces, the regie, swallows up more than a third of that. The audience figures, too, were encouraging. Published figures had most frequently placed MTV as number two behind LBC. MTV claims these statistics are suspect and that often it was the leader of the pack. The station says it may not have had household name hosts like Marcel Ghanem, but the content of political talk shows run by presenters such as Paula Yacoubian, Ziad Njeim and Eli Nacouzi attracted as much attention.
It was the political content that had first brought MTV into conflict with the authorities. The station started broadcasting in November 1991 but news and politics were not introduced until two-and-a-half years later. The official MTV line is that it was not confrontational and did not display overt opposition to the regime. Nevertheless it was controversial in taking decisions to interview General Michel Aoun in Paris in 1997 at a time when contact with him was considered illegal. It also the first TV station, through the medium of its talk shows, to broadcast calls for the release from prison of Lebanese Forces leader Samir Geagea. However, it was the departure of the Israelis from Lebanese soil in May 2000 that encouraged MTV to raise the tempo and the profile of its political coverage and its opposition to the Syrian presence in Lebanon. While that brought increased interest and larger audiences, it also led to a series of unofficial visits by people carrying warnings that it was getting out of line. MTV was the only TV station to air graphic footage showing the violence used to put down the pro-Aoun and Geagea demonstrations of August 9, 2001. It also regularly conducted TV polls that were thinly disguised encouragement to calls for the departure of the Syrians. The closure move. However, came after Gabriel El-Murr’s election to Parliament. Murr is a shareholder and not an executive director of the station.
Breakthrough in quest
for reactivating the license
If Gabriel El-Murr’s removal from Parliament only three months (his victory was deemed to have been illegal) after his election and closure of the station were the lowest points in MTV’s history, the recent upward turn also started with an horrific event. The change of political climate brought about by the assassination of former Prime Minister Rafic Hariri on February 14 and the subsequent anti-Syria demonstrations convinced MTV’s directors that obtaining permission to reopen the airwaves was only a matter of time. But, as the chairman, Michel Gabriel El-Murr, remarked, “constructing is harder than destructing”. Well before the August 16 parliamentary decision that restored the station (and changed the closure period for infringing the law on election coverage from three months to three days), MTV had set up two task forces. The first lobbied political figures while the second concentrated on technical issues of financing, programming and staffing.
International advisers were brought in to help with studies on strategy, finance, advertising and communication. Separate studies on technical and artistic needs identified what was missing, alongside suggestions on how to plug the gaps.
There is already a complete programming grid for the reopening and some programs have been commissioned. The hunt for staff is in full swing and the reception at Naccache is sometimes under siege from young hopefuls trying to break into the glamour of television. Around 4,500 people have sent in their CVs and many of the former staff are also making contact. The new staff level is projected at around 550, or 100 more than when MTV was closed down. This is mainly because the terrestrial and satellite stations will be two separate legal entities and need more people. The stated prime reason for two services is that audiences at home and abroad have different requirements and therefore need different services. While this is valid, MTV also accepts that separation provides an insurance that any future attack on the terrestrial station would not automatically close its sister satellite service. In September 2002, the satellite service was closed down as well because it was an integral part of the same company.
All day, all night
and mostly home-made
Most TV stations make their money on adverts aired during the three hours of evening prime time, although MTV sees it as extending these days until one or two in the morning. The new 24-hour program schedule will consist completely of domestically made programs for prime time and around 75 percent for the rest of the schedule. Although making programs is expensive, so too now is buying them. The increase in the number of satellite broadcasters worldwide has increased the competition to buy programs and consequently upped the prices being asked, especially for those intended to be aired on satellite stations. It’s still a reasonable commercial proposition for terrestrial stations to buy films, sitcoms and dramas. The prices are lower because the potential viewing audience is relatively small and the programs can be sold to many countries.
On the advertising front, MTV hopes to regain its market share in two years and says the big spenders are already lining up to buy time on the terrestrial channel. The gross advertising income for the last full financial year of operations, 2001-2, was $13 million. That total was amassed by an in-house company, thus reducing the commission expenses of working through a regie.
Politically the station plans to be as forthright as ever. The subjects for airing will not change although the methods may be more “sophisticated”. “MTV won’t follow any single particular political group,” said Michael Gabriel Murr. “The opposition it used to represent is now split between loyalists and opposition now. In any case, MTV is for all the Lebanese. There is mutual respect between us and Aoun and we have a lot in common with him. We have no hatred for (President Emile) Lahoud or anyone else.”
In search of millions
from ‘suitable investors’
The company has no official figure on the amount of money the closure has cost but calculates that it runs into tens of millions of dollars. It is also exploring ways to receive compensation for at least some of its losses. “We want indemnities from the government,” said Michel Gabriel El-Murr. “We are annoyed that after international adjudications for Cellis and LibanCell, they are ready to pay, whereas for local matters they aren’t.” As Executive went to press, the RML building in Achrafieh was still sealed and there was no way of knowing how much of the equipment could be salvaged. In any case it is three more years out of date.
Nor is MTV revealing at present how much money it is seeking from investors. Industry analysts put a figure of around $60-70 million a year to run two stations, with pure news channels like Al-Jazeera somewhat less at $40-50 million. The Gabriel El-Murr family controls more than 65 percent of MTV and the relaunched terrestrial station will be 100 percent Lebanese owned. The satellite company doesn’t yet exist yet and the identity of the shareholders has not been decided. “The big challenge is to gather the necessary number of shareholders and partners and funds,” said Michel Gabriel El-Murr. “It is not only about money; it is about meeting the ambitions and aspirations and sharing the same principles and values with the MTV.” But even like-minded investors don’t get a say on the station’s content. “It’s a tough challenge but MTV specializes in difficult situations,” added El-Murr.
That’s a thought that reflects the program being aired on the satellite channel at the time of the closure – Tlob w Tmana (“Ask for something and wish for something”).
Peter Grimsditch is Middle East correspondent of the London Daily Express and former editor of The Daily Star
