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 Creative Edge is crowing about its revamp of the Saudi Sports Channel brand, designed to books viewing figures and increase the channel’s appeal to the yoof.
“Creative Edge has contributed in developing a distinctive brand identity for the Saudi Sports Channel and its main programmes. By introducing new technologies for the first time, viewership of the Saudi League rose, and we managed to serve advertisers better. We are now working extensively on giving programmes a fresh and attractive look,” said Assad Abou Al-Jadail, Creative Edge’s chief exec, in a press release.
One of the main elements of this revamp seems to have been the placement of lots of LED screens at – well, the press release says for “spectators at playgrounds”, so we suspect at sports sites rather than kiddies’ play areas. Unless school playgrounds get a lot of spectators in Saudi Arabia. Which would be worrying.
In a surfeit of passive voice, Creative Edge also explains how it made over the main Saudi TV brand as well, with rejuvenated studios and new TV identities having been brought on board.
In addition, the press release states: “Multinationals were also encouraged to sign sponsorship contracts and long-term advertising contracts for multiple seasons.”
Makes it sound rather sinister – possibly the “encouragement” was a camel’s head between the sheets or something. Let’s hope not.
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