Arabic television is counting on an explosion of Ramadan serials to restore losses from the global recession, but some concerned Muslims are scrambling to pull the
faithful back to prayer during the holy month.
Around 60 serials hit the screens on more than 400 channels this month as producers have used bloated budgets and big names to lure advertisers during a fiercely competitive period for Arabic television dramas.
"Ramadan is the most attractive month for advertisers," television critic Adel said.
According to regional experts, 30 seconds worth of advertising costs $3,362 this month when many families gather around the television after the breaking of the dawn-to-dusk fast.
Channels such as the Saudi-owned MBC1, popular in Bahrain, are counting on Ramadan to restore some of the losses incurred, experts said, while spending $70,000 per hour on productions.
However, some in the region are angry that the religious angle has been diluted by the lights, camera and action, and are eager to draw the faithful back to worship, bemoaning the commercialism that has overshadowed Ramadan's spiritual roots.
"It is a month of introspection, a month of mercy, patience and self-discipline," Arab News columnist Tariq Al Maeenahe wrote. "Instead, what has been evident are the heavily advertised television serials ... bound to take the viewers away from their activities of faith and keep them up all night."
