Algeria state TV rolls out new schedule to win Ramadan viewers

By Mouna Sadek for Magharebia in Algiers – 31/08/09

Algeria's five-channel state television network has reshuffled its Ramadan line-up so that popular shows, like its new sitcoms "The Djemai Family" and "Souk El Hadj Lakhdar", no longer air at overlapping times.

"The Ramadan schedule is first and foremost oriented towards family viewing, because Algerian families are really interested in the programs broadcast by state television... during the month of fasting," said Mustapha Khelifik, who directs programming at the state network, ENTV.

The initial response from Algerian audiences seems positive. "ENTV seems to have changed its strategy, and that's good," said Hamza, a student. "For once, when you hop over to ENTV, you find different programs."

The schedule shake-up goes so far as to target particular shows at particular regions.

"There are even productions which will be shown only on certain channels, such as the soap "Si Mohand Oumhand", which will only be shown on Channel IV in Amazigh," Khelifik said in a statement issued on Friday (August 21st).

But scheduling aside, the most attention has been grabbed by two new "chorba" sitcoms, which have been snaring high ratings during the post-iftar prime time.

One is "The Djemai Family", an Algerian "Cosby Show", which chronicles an Algerian family faced with crazy situations. The other, "Souk El Hadj Lakhdar", follows the adventures of a family man discovering, with humorous alarm, how vendors behave during Ramadan.

"The Djemai Family" seems the most popular. "Wherever you go, everyone's talking about Djemai and his dysfunctional family," said Nawel, 24, a medical student. "The dialogue is extremely well-written... with the "Djamai Family", you come across a new situation each time, and most importantly, you see original ideas."

The comedy's director, Djaâfar Gacem, feels it is his duty to please Algerian viewers. "Algerian viewers are very demanding; because they have satellite, they're constantly hopping from one Arabic- or English-language channel to another. Maghreb and Arab productions are high-quality. As a director, I have to give them more," he said.

Gacem lauds ENTV's new programming strategy. "You shouldn't talk down to Algerian viewers," he said. "Let them choose."

"Souk El Hadj Lakhdar" has received a more mixed response from viewers. Nevertheless, Lamine, a 33-year-old pharmacist, said he likes the "true-to-life" character of Hadj Lakhdar.

"We all know someone like him among our friends and family," he said. "Someone who's never happy, who's worn down by Ramadan and takes it out on everyone else."

Lakhdar Boukhers, the show's producer, said he wanted to show the reality facing Algerians, who suffer from rocketing prices during Ramadan. On another front, Algerian television is broadcasting two competing "candid camera" shows.

One is Mourad Khan's "Candid Camera", while the other is a new concept from presenter Sofiane Dani called "Dahka ou Laâba" (Laughs and Games).

Source: Magharebia.
Link: http://www.magharebia.com/cocoon/awi/xhtml1/en_GB/features/awi/features/2009/08/31/feature-02.