Background:
- Launched in 1991, MBC is the largest media and broadcasting group in the middle east with 8 TV channels and 2 radio stations, providing free-to-air, pan-Arab news and entertainment
- Two of its key, Arabic-speaking faces - a news presenter and a sports presenter - were struggling with viewer "connection" and producers also wanted to enhance their on-air "spark" with each other
- There were technical issues too - Autocue (teleprompter) newsreading was a little stilted
- We were recommended to them and the news editors came to us for help
Solution:
- A 4-hour coaching session delivered at MBC's studios
- The presenters spoke very little English so our coaching was delivered through an Arabic interpreter
Results:
- The first hour or so was difficult. The presenters were sceptical, doubting they would benefit from any coaching and feeling that the training was "forced upon them" by their bosses!
- However, despite the language barrier, both presenters soon saw a significant and "effortless" improvement in delivery, style and technical expertise, surprising themselves as they watched each subsequent playback
- We quickly earned their respect - more at ease on-camera and with each other, presentations were warmer yet increased in perceived authority and channel bosses were delighted with the results
- They continued to improve after the training, eventually becoming the main presenters on MBC's flagship news programme
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