The pan-Arab satellite broadcaster MBC is spending US$10 million to educate viewers on the benefits of its high definition (HD) offering, to encourage them to buy an HD enabling set top box in the run up to Ramadan.

Although MBC’s 10 popular TV channels – which include the MBC1 entertainment channel, MBC 2 and MBC MAX movie channels, and Al Arabiya Arabic news channel – are broadcast free to air, a Technosat set top box is needed to receive any of MBC’s HD signals.

Andrew Maskall, senior marketing manager for MBC’s western channels said: “This multi-phase campaign will celebrate the difference than HD makes to MBC programmes. Our initial driver is movies, which look wonderful in HD and we then expect demand to be high leading up to a variety of HD programming in Ramadan.”

The campaign, which will last for three months, includes advertising across all the Saudi-backed broadcaster’s TV, radio and digital platforms – in addition to the Arabic and English press across the Middle East and North Africa.

“The scale of this campaign highlights the commitment of MBC Group in offering top quality television content delivered to mass viewers in high definition format,” said Mohammed Windawee, director of distribution, MBC Group.