Why YouTube Fails Where TV Succeeds

Recorded at the MENA Digital Awards and Digital Media Forum, this episode explores where the media industry is truly heading — beyond platforms, algorithms, and short-term metrics.

Our guest, Nisrine Ghazal, Vice President of Digital Media at Rotana Media Services Holding, shares a perspective on the shift from broadcast to borderless media. As the creator economy expands and platforms like YouTube dominate our mobile screens, Nisrine argues that traditional TV remains the only medium capable of creating true cultural moments. From the rigorous ethics of broadcasting to the psychology of "lean back" vs. "lean forward" viewing, this conversation is a must-watch for anyone in the media, advertising, or tech space.

In this interview, we explore:

• ✅ The "TV is Dead" Myth: Why the big screen in the living room is still the most powerful tool for community building.
• ✅ YouTube’s Depth Problem: How the lack of research and standards in the creator economy differs from the rigorous metrics of broadcast.
• ✅ The Power of Cultural Moments: Analyzing why brands like Zain wait for specific moments to capture the hearts and minds of a region.
• ✅ AI in Media Production: How Rotana uses AI for contextual ad placement and post-production brand integration without killing human creativity.
• ✅ Efficiency vs. Emotion: The ongoing battle between CFO-driven "bottom line" metrics and the long-term value of authentic storytelling.

🎧 Whether you’re a marketer, founder, or creator, this episode breaks down how to turn your YouTube presence into a real brand asset.

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