Convergence: Why Not?

Convergence, in this sense, can be defined as the ‘flow of content across multiple media platforms’ (source: Jenkins, 2006: 3; mconvergence.wordpress.com). In other words, it is a term used to describe how contemporary technologies and media industries are starting to merge in terms of the production, distribution and marketing of content (source: Jenkins, 2004). For example, viewers of a particular television programme are now able to watch that programme through an online SVoD service such as Netflix or SHAHID on their smartphones, rather than having to watch that content exclusively on an actual television. 

(Source: taliarinaldo.wordpress.com)

However, this post aims to look at a specific form of convergence: the convergence of talent and assets between online content/social media platforms and mainstream television. In this case, MBC's 2014-15 television programme 'Laish La?' (AKA Why Not?). A factual television programme that brings together four famous Saudi YouTube stars and social activists as they travel around the world in a caravan to cross out 100 experiences off of their bucket list, promoting the message that no dream is impossible to achieve.

'Laish La?' logo, posted on their Facebook Page. 

The Laish La Team from left to right: Moayed Althagafi, Feras Bugnah, Adel Radwan, and Ibrahim Saleh (source:thenational.ae).

MBC's television promo for Laish La Season 2; featuring the original song 'If you Had One Day Left to Live' performed by the Laish La team alongside renowned Arab singer Balqees Fathi and Saudi rapper Qusai (source: Laish La's Facebook Page).

قصي feat بلقيس .. أغنية جديدة لقصي وفريق ليش لا مع الفنانة بلقيس،لو باقي بعمرك يوم ماذا ستفعل به؟
Posted by ‎ليش لا‎ on Thursday, 12 March 2015

Laish La 101

1) Premise

The Laish La team assembled a list of 100 daring things to do after asking themselves the question 'If you had one day left to live, what would you do?', the list would lead the team to travel across the globe and undergo stunts such spending a night in an igloo, playing cards on top of an active volcano, performing a hit single, cooking a meal for one hundred children in need, breaking into a live television show (MBC's Arabs Got Talent) and cleaning the world's highest windows on Dubai's Burj Khalifa Tower, all of which the team has managed to achieve throughout their two seasons.

Moreover, the team sends out a call for action to its viewers every episode to answer to the question 'What would you do if you had one day left to live?'. The team then surveys the responses and nominates a viewer to help in achieving their dreams each episode, so that for every item they cross off of their list, they will help someone else cross out something off of theirs. 

One of the most notable of these would be helping to reconstruct the Rebuild Nisaa Gaza Radio Station in Palestine; a Women's Radio institution that was destroyed in an Assault on the Gaza Strip a couple of years ago. The station's founder, Islam Burbur, sent out a message to The Laish La team and they responded by setting up an online crowd funding campaign so that viewers could donate to the cause. Today, the station is back up and running.

The team's crowd funding Video.

A group of Women at the Station broadcasting a Live Women's Related Issue, on the 3rd of March 2016 (source: Rebuild Nisaa Gaza Radio's Facebook Page).

2) Audience Appeal

The show was immensely popular not only among Saudi audiences but across the Arab World and MENA region as well, especially among its targeted demographic i.e. young people.

The programme also offered many opportunities for viewers to interact with the team. Whether it was by sending in their bucket lists or following/commenting on the show's official MBC social media accounts, as well following/commenting the individual accounts of each member of the team. 

Moreover, the team often asked for their audiences' support through social media platforms e.g. twitter and instagram, in order to help cross off an item off of their own lists or from the list of their selected viewers. One notable example would be when the team launched the twitter hashtag #ملامسة_حافة_الفضاء (AKA Touching the Surface of Space). In which they asked for the audience's support in order to be able to cross that one off their list, which they did in Season 2. Another example would be when the team helped a viewer promote the Outlanders in KSA Campaign in the final episode of Season one. 

The chief appeal of the show is of course, its contributors. Such that it was the fact that each of the team had a strong social media presence and following prior to being on the show. Each member of the team had either appeared in their own highly popular YouTube show or a show produced by an online production company. This factor contributed in attracting audience's attention to the series and in creating the hype for the programme (source: mbc.net).

In this case, Ibrahim Saleh is the presenter of Sa7i Channel's Broadcast Show, Moayed and Adel have co-starred on the web drama Takki, as well as having appeared on other Uturn productions La Tsadid and Sen_Tube, whereas Feras has presented a number of shows on his own channel. 

The programme was heavily marketed through emphasising the team's popularity, such that  early teasers for the programme featured each member of the team individually, and mentioned the number of followers they had on various social media platforms.

MBC Lesh Laa teasers from Alaa Al Akawi on Vimeo.

3) The Team: 

An interview with the team on MBC's Good Morning, Arabs about the show's second season.

Laish La Season 2 Introduction and Opening

LAISH LA | Season 2 | Introduction from tarek bou chebl on Vimeo.

One of the most appealing aspects of the programme is the chemistry and charisma that the team share, as well as what each individual member brings into the team. Such that in an interview with MBC.net, Feras Bughnah, often perceived as the most serious of the group, was asked to briefly describe his teammates. Bugnah stated that: 

'Ibrahim is the most comedic person I've met in my life, Moayed is caring and a daydreamer, and Adel is a big kid.' 

The Laish La Team (source: MBC.net).

In conclusion, convergence in this sense doesn't necessarily refer to the transfer and merging of technologies nor content, but to the transfer of talent from one domain (digital) to another (mainstream television). Furthermore, Laish La is an example of how television industries are recognising the influence and impact of online/social media platforms on their audiences. Hence, having to adapt and converge in order to thrive.

This can arguably be seen as television's way of competing with online media platforms such as YouTube in terms of attracting audiences, while simultaneously, increasing the popularity of online content among viewers. Moreover, it comes to show how effective the production of online content is in cultivating local and homegrown talent and audiences. 

This trend of convergence has caught on. Television industries are recognising the impact of social media web-stars on their young audiences and have begun creating exclusive programmes featuring these stars, in order to cater to an audience that has a loyal and strong attachment to them. 

Notable examples include Omar Hussein presenting OSN's The University i.e. the first talk show dedicated to a young Saudi audience. Takki Season 2 airing exclusively on Al-Araby television network during Ramadan 2015. More recently, MBC Action's Ya 3yal (AKA Hey Guys!), a television programme bringing together many different YouTube/social media Saudi stars as shown below. 

Action يا عيال
Action يا عيال قريبا على MBC Action#ET_بالعربي
Posted by ‎ET بالعربي‎ on Wednesday, 3 February 2016