AMMAN — Since the
early 1980s, Jordan’s entertainment industry, particularly TV and cinema
productions, has strived to assert itself and grow into a bustling sector, but
while TV production has suffered a decline, the movie services sector has
experienced relative success and growth. But recently, the sector has also
faced some new and serious challenges.
اضافة اعلان
A Bedouin production’s budget
can fund five independent dramas
“Jordan's TV production industry, once promising, is now
struggling to survive,” said Bassam Hajjawi, president of Near East Production
Studios, member of the Board of Commissioners at the
Royal Film Commission (RFC), and president of
the Jordan TV Producers Union.
Jordanian TV producers have seen a dramatically dwindling demand
for their local productions in the past years, Hijjawi told
Jordan News.
Jordan Radio and Television Corporation (JRTV), once a supporter and shopper of
local productions, has turned into a competitive producer and minimized its
acquisition of independent productions.
“JRTV is supposed to pay a certain
rate per hour for the television shows produced locally; it’s an agreement
independent producers had signed with them 15 years ago. But they’ve
stopped honoring the agreement by lowering these per-hour rates. Not only that, but Jordan
TV also competes with
independent producers,”
Hijjawi believes that JRTV can hardly compete with the efficiency of independent
production houses because it lacks certain expertise and resources, which the
private sector can offer. “A
single JRTV produced Bedouin series costs a budget that could otherwise buy 5
similar dramas from local independent producers, thus denying us the essential
support we need from our government channel.”
According to Hijjawi, JRTV must
focus more on the production of programs that tackle social issues in Jordan, setting
aside commercial dramas to independent producers. “While
it’s
not up to us, private producers, to judge how Jordan TV produces content, they
should in our opinion focus more on the production of programs that tackle
social issues in Jordan, leaving commercial dramas to us… they also don’t have
the experience to market TV productions and reclaim their costs,” he added.
Hijjawi
noted that JRTV receives JD24 million
yearly from the government. “More than half of which covers salaries, and when you
add up costs like electricity, transport, satellite coverage and logistics; what
remains is a meager JD1.5M for to acquire programs, Jordanian dramas and films.”
Even the lucrative market of the
GCC has become hard to penetrate for Jordanian TV producers, said Hijjawi. A
plethora of new production houses in Lebanon, Egypt, and Syria were set up to
capture that market. Such high supply of TV programming has
created a glut in the market, pushing hourly rates for TV programs to drop.
This new reality has dealt another blow to Jordanian TV producers who had
pinned their hopes on Gulf markets.
GCC markets are where TV acquisition budgets are high, which is
why Arab producers compete there. “As Jordanian TV producers we cannot
compete because we only offer conservative content while the others produce
more liberal programming, the type of shows that attract advertising dollars
and more audience,” he added. “There
are now two to three TV production studios still standing in Jordan.”
To stay in business, Hajjawi switched the focus of his business
from production to offering translation and dubbing services to foreign TV
stations, such as OSN, the German channel DW, and Al-Hurra, as well as Al-Jazeera
documentary channel, among a few others.
More incentives, less red tape, and higher rebates to sustain Jordan as
a movie hub
Elsewhere in Jordan’s entertainment sector, the movie services
industry has progressed and become more competitive, assisted by Jordan’s
captivating landscape, its liberal and open social environment, and its
multilingual educated class.
This has helped the different related businesses to develop movie
production skills and services, including logistics, costumes, props, art direction,
casting of extras and other aspects of production that international movie companies
and studios require.
The establishment of the RFC to support Jordan’s budding movie
services industry has helped achieve exposure and growth, agrees Hijjawi. “The
RFC has done well in promoting Jordan as a movie location. We facilitate
issuing licenses and permits and refer foreign studios to the right movie
services companies.” Moreover, added Hijjawi, the RFC provides financial
support to independent local film makers from its private funds.
A photo from the filming of “The Martian” at Wadi Rum in 2015. (Photo: Desert_Adventur Twitter)
Jordan also offers rebates that range between 5 and 20 percent
against local expenditure by foreign studios.
Over the last two decades, the Kingdom has managed to attract major
studios from Hollywood, whereby Jordan
was selected for the production of blockbuster movies such as Transformers:
Revenge of the
Fallen (2009),
The Martian (2015),
Rogue One: A Star Wars Story (2017),
Aladdin (2019) and
Dune (2021), among others.
However, new but serious challenges to Jordan’s movie services
industry are now emerging and threatening its sustainability and growth
potential. Jordan’s southern neighbor, Saudi Arabia, which had ended its ban on
cinemas in 2018, has recently allocated a $62 billion budget to support its nascent
entertainment industry.
“We have high ambitions to build up
Al-Ula as an international film destination,“ Stephen Strachan, a Saudi film commissioner, was quoted saying to
Business Standard, an English-language Indian daily. Like Petra, Al-Ula
was also built by the Nabateans on landscapes similar to Jordan’s Wadi Rum.
However, “the movie services industry of Saudi Arabia is new and
lacks the skills that Jordan has, but with a massive financial budget, they’ll
become very competitive in the near future.” The Saudis have already managed to
win over two big budget movies, Kandahar and Desert Warrior, which were
supposed to be filmed in Jordan,” Nasser
Zoubi, who offers movie services in art direction, design and props,
told
Jordan News.
The Saudis also offer foreign movie studios rebates that reach 50
percent on local expenditure in the Tabuk region, which borders Wadi Rum. Saudi
Arabia has also become a powerful magnate for Jordanian movie talents. “But, Saudi
Arabia has yet to develop the movie skillsets we have available in Jordan, but
this is being resolved by the Jordanian services firms that are setting up
operations there,” he added.
Zoubi believes Jordan’s open social environment will be hard to
compete with and remains the preferred destination for foreign movie
professionals. “Some have quit their jobs on movie sets in Saudi Arabia after
one or two weeks because they couldn’t access alcohol, while others travel to
Jordan in between work sessions to have a drink.”
Offering a tip to the government of Jordan on how to enhance the
competitiveness of the Kingdom as a location for big budget movies, Zoubi said more
incentives must be offered to international studios, less red tape and higher
rebates. “The team that I hired and worked with on many movies left to work in
Saudi Arabia.”
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