Tarek Nour: From Allegations to Media Power

Youm7 published another article titled “Gamblers Have No Shame: Tarek Nour Exploits Egypt’s Reputation to Pass a Program Insulting Egyptian Families,” which was later deleted.
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The announcement by United Media Services, owned by the Egyptian General Intelligence Service, last Tuesday about its alliance with Tarek Nour Holding and Al-Mehwar TV sparked widespread controversy. The partnership aims to develop a future strategy for advancing the media system, with businessman Tarek Nour appointed as chairman of United Media Services. The board now includes Tarek Makhlouf as managing director, alongside members Saif Al-Waziri, Mohamed Al-Saadi, Tamer Morsi, Ahmed Tarek, Amr Al-Feki, Sherif Al-Khouli, and Amr Al-Khayat.

Many were surprised by the choice of Nour as the new director of United Media Services—which owns over 40 media outlets, drama production companies, advertising agencies, and sports rights—given the smear campaigns previously launched against him by United-owned newspapers and websites. In 2015, Youm7’s executive editor-in-chief, Dandarawy El-Hawary, published an article titled “Tarek Nour: The Media Emperor of Dance and Insult to the Companions,” which was recently removed from the site. In 2018, Youm7 and Al-Watan accused Nour of illegally seizing state lands, alleging that the Administrative Court ordered the return of 405 acres seized by Desert Lakes Company, represented by Nour, and claimed he had ceded 271 acres to other businessmen. However, the company denied these allegations in a statement, asserting that it had taken all legal steps to regularize land ownership and filed two lawsuits. Yet, attacks on Nour persisted, extending into 2019, when Youm7 published another article titled “Gamblers Have No Shame: Tarek Nour Exploits Egypt’s Reputation to Pass a Program Insulting Egyptian Families,” which was also later deleted.

Tarek Nour, the owner of Tarek Nour Communications and founder of Cairo and the People TV channel, is one of the most prominent pioneers in Egypt’s advertising industry since the early 1980s. After studying advertising direction in the U.S., he returned to Egypt to establish Americana Advertising Agency, which played a key role in modernizing Egyptian advertising. The agency was later renamed Tarek Nour Communications, expanding to include eight companies specializing in advertising, film production, and drama, with an estimated $400 million annual share of Egypt’s advertising market. In 2012, he launched Cairo and the People.

Journalist Hafiz Al-Mirazi questioned whether the state’s decision to appoint Nour as chairman of United Media was aimed at recovering the company’s losses under its previous management, just as it had retrieved hundreds of acres of public land from him six years ago through a court ruling. He also speculated on whether Nour was being brought in to eliminate some of the outdated media platforms under United’s umbrella. In a social media post, Al-Mirazi wondered how these media figures, who had accused Nour of corruption and land grabbing on their programs, would react now that he had become their board chairman.

Similarly, Alia El-Mahdi, professor of economics and political science and former dean at Cairo University, emphasized the significant difference between advertising and media. She argued in a social media post that advertising—often criticized for its exaggerations in promoting products—is fundamentally different from media, which is derived from the Arabic verb meaning “to know” and is centered on truth and information delivery. El-Mahdi suggested that forming United Media’s board under Nour, who has long been Egypt’s leading advertising figure, might not be the best choice, given that many board members also have advertising backgrounds.

On the other hand, MP Emad Gad, a political bureau member of the Free Egyptians Party and deputy head of Al-Ahram Center for Strategic Studies, welcomed Nour’s appointment, describing him as a liberal civilian with a sharp vision and broad cultural insight. Gad praised Nour for building a media empire, revolutionizing the advertising world, founding Cairo and the People, and fostering diverse opinions while maintaining his channel’s independence during challenging times. In a social media post, Gad expressed confidence that Nour, with full authority, would restore the role of Egyptian media, attract viewers back to its screens, and mark the start of a new era of competency-based appointments. He argued that separating powers and empowering regulatory bodies would pave the way for national stability and garner public satisfaction with the government and its institutions.

Changes in Media Management

In his first televised statements after being appointed as chairman of United Media Services, Tarek Nour stated that the state’s decision to involve the private sector’s vision and management in media reflects an opening towards media independence. He expressed optimism about the confidence the state has placed in the private sector.

The announcement of United Media’s new leadership comes less than a month after President Abdel Fattah El-Sisi issued three presidential decrees forming the Supreme Council for Media Regulation, headed by Khaled Abdel Aziz; the National Press Authority, led by Abdel Sadeq Al-Shorbagy; and the National Media Authority, chaired by Ahmed Al-Muslimani.

Following El-Sisi’s decision in late October to dismiss Major General Abbas Kamel from his position as head of General Intelligence and appoint him as a presidential advisor and general coordinator for security agencies, rumors emerged about upcoming changes in the management of Egypt’s media sector.

According to Mada Masr, citing unnamed sources, the changes will affect those responsible for orchestrating the media landscape, including the management of media entities owned by the sovereign apparatus, affiliated publications, and national press institutions. Additionally, there will be financial and organizational reviews to streamline operations at United Media, addressing salaries, expenditures, and bonuses across its channels and publications.

Arab and independent outlets also reported in October that Colonel Ahmed Shaaban, who was believed to oversee 44 press, media, and advertising institutions, was removed from his role in managing the media landscape. These institutions include prominent newspapers and websites like Youm7, Al-Watan, Al-Dostour, and Al-Osboa; TV channels such as DMC, Al-Hayat, CBC, Extra News, ON, ON Time Sports; radio stations like Quran Karim, Al-Nas, Nile Radio, 90 90, Mega FM, among others. Additionally, companies like Synergy, Media Hub, POD for production and advertising, the Watch It streaming platform, and sports marketing firms Presentation and Stadiums were under his purview.

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The Policy of Changing Faces

Political thinker and researcher Amr Al-Shobaki believes that the political authority is adopting a policy of changing faces. This began with the inclusion of new figures in the economic group within the government, the establishment of new pro-regime parties, and the restructuring of boards of institutions managing media in Egypt, with the inclusion of some individuals known for their competence. While this approach sends a message of hope to citizens, it does not necessarily indicate a change in policies, which would require a higher political will to envision media management differently than in the past, allowing for diverse opinions within the framework of the constitution and the law.

He told Zawia3: “Reforming Egyptian media requires decisive measures that take into account the viewership rates of Egyptian television channels and readership of print and digital newspapers, reconsidering the content offered, and establishing editorial policies and frameworks to attract audiences, increase viewership, and generate profits.”

Al-Shobaki added that bringing in competent professionals with good reputations may improve certain aspects and streamline economic management but will not lead to comprehensive media reform, which cannot be separated from political and economic reform.

For his part, Mahmoud Kamel, the coordinator of the Freedoms Committee in the Journalists’ Syndicate, argued that changing the names and faces leading institutions, councils, and media bodies in Egypt does not necessarily mean a change in media policies or an increase in freedoms in the media. This, he said, fundamentally requires political and security will that translates into changes in media policies and reflects on the content provided to the public, making it more relevant to people’s realities.

Kamel expressed no concerns about entertainment dominating media content, viewing it as an essential element of media. He also told Zawia3 that the advertising background of United Media’s new chairman, Tarek Nour, does not necessarily mean that the advertising aspect will overshadow the media aspect, as those managing the institution are not always the ones setting media policies.

Attracting Investments

Sarah Fawzy, a professor of Radio and Television at Cairo University’s Faculty of Mass Communication, does not find it surprising that Tarek Nour, an advertising mogul, was chosen to lead United Media Services. She explains that most leaders of major Arab and global streaming platforms come from advertising backgrounds due to their ability to attract international companies and reduce expenses. Fawzy states that this choice does not necessarily influence the editorial policies for programming and drama. Instead, a new director can help address disparities in media salaries, curb excessive spending on low-viewership content, and resolve issues like the lack of capital circulation, as the company both owns and airs advertisements, reinvesting the revenue into production. These steps are part of corrective measures and policy changes, she notes, predicting that Nour’s leadership will attract investors and that United Media’s shares may be offered on the stock exchange.

Speaking to Zawia3, Fawzy says: “I do not oppose media monopolies, such as United Media, as long as there is diverse content. The real issue is not ownership but the uniformity of content across United’s channels, which fails to satisfy audiences. The new administration is likely to increase drama and news content while reducing entertainment programming.”

Media reports revealed that United Media Services suffered significant losses during the Ramadan seasons from 2017 to 2020, amounting to approximately 637 million EGP. However, during a 2021 press conference, the company announced profits of 256.7 million EGP for that season after four consecutive years of losses. At the time, the company also revealed plans to offer up to 30% of its shares on the Egyptian stock exchange by 2024.

Meanwhile, the Central Auditing Organization’s closing balance report for the 2022/2023 fiscal year revealed that activities of 16 public economic institutions caused combined losses of 14.4 billion EGP, with the National Media Authority alone accounting for 10.6 billion EGP in losses.

Nashwa Aql, a professor of Media at Cairo University, told Zawia3 that there is cautious optimism surrounding Nour’s appointment due to his extensive advertising experience and his ability to attract financial returns that could benefit media economics. However, she raised concerns that Nour’s Cairo and the People channel has not consistently been a top viewer choice, except for the successful The Geniuses program. She also noted the channel’s reliance on sensationalism and controversy to attract viewers, alongside limited spending on content.

Aql expects Nour’s leadership to rejuvenate the media landscape, bringing back experienced media professionals who have been sidelined in recent years. With Ahmed Al-Muslimani now leading the National Media Authority, she anticipates a stronger focus on audience-oriented content, reduced expenditures, and sustained economic returns to improve offerings. Aql dismissed claims about the company’s alleged losses, suggesting that Nour’s appointment is aimed at addressing financial challenges.

Aql hopes that the recent changes in media management in Egypt will lead to greater diversity in voices, an increase in press freedoms, and attention to public service and investigative journalism. She emphasized the need to address citizens’ concerns and hold officials accountable while avoiding excessive propaganda, oversimplified content, or reliance on patriotic songs to foster public awareness. Aql also called for abandoning the “star anchor” model, which prioritizes lecturing over dialogue, and encouraged a focus on replicating successful drama and program models, enhancing children’s content, and integrating emerging online content creators to meet audience demands. This approach, she said, could prevent viewers from turning to social media or foreign media outlets with potentially misleading agendas.

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Superficial Media Reforms

Sarah Fawzy, a professor of Radio and Television at Cairo University’s Faculty of Mass Communication, does not find it surprising that Tarek Nour, an advertising mogul, was chosen to lead United Media Services. She explains that most leaders of major Arab and global streaming platforms come from advertising backgrounds due to their ability to attract international companies and reduce expenses. Fawzy states that this choice does not necessarily influence the editorial policies for programming and drama. Instead, a new director can help address disparities in media salaries, curb excessive spending on low-viewership content, and resolve issues like the lack of capital circulation, as the company both owns and airs advertisements, reinvesting the revenue into production. These steps are part of corrective measures and policy changes, she notes, predicting that Nour’s leadership will attract investors and that United Media’s shares may be offered on the stock exchange.

Speaking to Zawia3, Fawzy says: “I do not oppose media monopolies, such as United Media, as long as there is diverse content. The real issue is not ownership but the uniformity of content across United’s channels, which fails to satisfy audiences. The new administration is likely to increase drama and news content while reducing entertainment programming.”

Media reports revealed that United Media Services suffered significant losses during the Ramadan seasons from 2017 to 2020, amounting to approximately 637 million EGP. However, during a 2021 press conference, the company announced profits of 256.7 million EGP for that season after four consecutive years of losses. At the time, the company also revealed plans to offer up to 30% of its shares on the Egyptian stock exchange by 2024.

Meanwhile, the Central Auditing Organization’s closing balance report for the 2022/2023 fiscal year revealed that activities of 16 public economic institutions caused combined losses of 14.4 billion EGP, with the National Media Authority alone accounting for 10.6 billion EGP in losses.

Nashwa Aql, a professor of Media at Cairo University, told Zawia3 that there is cautious optimism surrounding Nour’s appointment due to his extensive advertising experience and his ability to attract financial returns that could benefit media economics. However, she raised concerns that Nour’s Cairo and the People channel has not consistently been a top viewer choice, except for the successful The Geniuses program. She also noted the channel’s reliance on sensationalism and controversy to attract viewers, alongside limited spending on content.

Aql expects Nour’s leadership to rejuvenate the media landscape, bringing back experienced media professionals who have been sidelined in recent years. With Ahmed Al-Muslimani now leading the National Media Authority, she anticipates a stronger focus on audience-oriented content, reduced expenditures, and sustained economic returns to improve offerings. Aql dismissed claims about the company’s alleged losses, suggesting that Nour’s appointment is aimed at addressing financial challenges.

Aql hopes that the recent changes in media management in Egypt will lead to greater diversity in voices, an increase in press freedoms, and attention to public service and investigative journalism. She emphasized the need to address citizens’ concerns and hold officials accountable while avoiding excessive propaganda, oversimplified content, or reliance on patriotic songs to foster public awareness. Aql also called for abandoning the “star anchor” model, which prioritizes lecturing over dialogue, and encouraged a focus on replicating successful drama and program models, enhancing children’s content, and integrating emerging online content creators to meet audience demands. This approach, she said, could prevent viewers from turning to social media or foreign media outlets with potentially misleading agendas.

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