Discovery Communications has appointed Media International Services (MIS), the advertising sales agency, as the exclusive media partner for its Arabic food network, Fatafeat across the Middle East and North Africa (MENA).

Under the new appointment, MIS will be responsible for selling 360 solutions across Fatafeat’s TV, online and social media platforms, and on-ground activations, including Fatafeat Kitchen Exhibition, which returns in 2017 as part of the Dubai Food Festival. MIS will also manage the production of commercial digital content for Fatafeat, which in 2017 will see the creation of over 1500 short-form videos, offering greater product integration and brand partnership opportunities for potential advertisers.

Amanda Turnbull, VP and country manager, Discovery Networks, MENA, said: “We are pleased to announce MIS as our new sales representative for Fatafeat. With MIS on board, we hope to build on the channel’s success and leverage their expertise in offering specialised media solutions to generate greater commercial value and provide an even better brand experience for our Fatafeat fans.”

Marwan Kai, MD and owner, MIS, added: “In an ever growing media cluttered universe, we are delighted to be partnering with Fatafeat with whom, we will bring focused multi-platform solutions to advertisers across the MENA region. Fatafeat’s strong offering will deliver a cross platform engagement that will have clear KPIs and ROI measurement tools to clients. The solutions will encompass TV, digital, content creation as well as on-ground activations across the key markets in the region.”

Fatafeat showcases inspirational culinary ideas for the entire family from its lineup of local and international celebrity chefs including Mohammad Orfali, Leyla Fathallah and Gordon Ramsay. In 2017, Fatafeat will present another lineup of shows, including Sweet Memories Season 2 premiering in March, which follows chef Daa’d Abu Jaber’s show. For Ramadan chef Wafiq Belaid will make his Fatafeat debut with North African Cuisine, a gastronomic presentation of the diverse flavours from across Tunisia, Morocco and Algeria.

Senior commercial manager, Discovery Networks MENA, Kastro Beaini, said: “Due to a shift in media consumption, brands now want to create sought after content and brand experiences, with an ultimate aim to address the right message to the right audience at the right time and place.

“Fatafeat is better equipped to support this than anyone else in the market due to our 360 consumer touch points, be it; linear TV, Digital, social media platforms or on-ground activations, as well as new media formats including long and short-form branded content and influencer relationships. MIS’ appointment will help us create even more bespoke offers and leverage cross-platform advertising to register in the minds of our audience and achieve brand goals.”