GRIGORY LAVROV OF WARNER BROS. ON THE EVOLVING TALE OF CONNECTING WITH ARAB AUDIENCES
Grigory Lavrov, VP Marketing, Local Brands & Franchise Management in CEE & MENAT at Warner Bros. Discovery, on storytelling, fighting Arab stereotype, and innovative experiences.
Storytelling is literally as old as time, yet, as audience differ and mature, how do you adapt your storytelling to audiences with many mental, social and behavioral restrictions all while still making it worthwhile?
When it comes to adapting storytelling for audiences with diverse mental, social, and behavioral contexts, it's less about restrictions and more about opportunities to connect deeply, respectfully, and authentically.
First and foremost, it’s about listening. Understanding the unique challenges, values, and aspirations of your audience is key. In the Arab region, for example, cultural nuances and shared histories play a significant role in shaping narratives that resonate. At the same time, there is a growing appetite for contemporary, global themes that are relatable while remaining grounded in local traditions. Striking the right balance between these elements is crucial.
We also prioritize inclusivity. Stories must reflect the diverse realities of the audience, whether through characters who mirror their lives or themes that speak to their struggles and dreams. When addressing senior citizens, people of determination, or other groups, this approach isn’t about ticking boxes—it’s about creating narratives that feel authentic and meaningful. For example, in the campaign with the Community Development Authority (CDA) and Fatafeat, inclusivity extended beyond representation; it was about fostering a sense of belonging and ensuring every voice was heard and valued.
Sensitivity is another critical aspect. We strive to empower, not alienate, by thoughtfully exploring topics and steering clear of stereotypes or oversimplifications. By creating stories that empower individuals and communities, we foster pride and connection, ensuring audiences feel seen, understood, and valued.
Creativity can thrive within boundaries. When faced with societal constraints, we see it as a chance to innovate rather than compromise. This approach often leads to richer, more meaningful content.
Arabs have always been treated stereotypically in major productions, how is this narrative shifting and what steps are done to create new stories with nuance and more real and relatable characters?
I’m optimistic about this topic, as we indeed see that the narrative is shifting, and we’re committed
to being at the forefront of this change.
Understanding Audience Preferences
For us, understanding our audience is the foundation of meaningful content. Arab region is one of the most diverse regions in the world, with layers of cultural, social, and generational nuance. We invest in research and data insights, but we also actively engage with our viewers. Listening to their voices helps us create stories that feel authentic, addressing the evolving tastes and expectations of audiences who are eager to see themselves represented in a way that feels real, not reductive.
Creating Compelling Storylines
Storytelling is at the heart of everything we do. At its core, a compelling story bridges universality and cultural specificity. Our goal is to portray characters that feel like they could be your neighbor, your friend, or even yourself—authentic, multifaceted, and relatable. These are stories that don’t just entertain but also reflect the aspirations and challenges of people across the region.
Localizing Content
Localization is another important factor of our approach. In a region as diverse, adapting global formats to reflect local languages, traditions, and values isn’t just an option—it’s a necessity. Take our Fatafeat channel as an example. It’s not just about food; it’s about showcasing the essence of Arabic culture through cuisine, stories, and lifestyle. By tailoring content that aligns with local tastes and traditions, we create a sense of belonging and trust with our audiences.
Interactive and innovative experiences are now leading the way, how can one translate this into an Arabic format which would still interest and draw audiences in the region or in Arabophone territories elsewhere?
Interactive and innovative experiences are really changing the game, and for the Arab world, it’s about making sure these new formats feel culturally relevant while still having that global appeal. What we’ve seen is that when you ground content in local stories and traditions, you create something that resonates deeply here and has the potential to travel far.
Take Nana Zanana, for example. We worked with the Egyptian animation studio Folk to create this short series, which started as 13 one-minute episodes on Cartoon Network MENA’s YouTube channel. It took off, with over 10.6 million views, and because it’s language-agnostic, we were able to easily share it across EMEA markets. Some regions aired it on their Cartoon Network channels, some on their digital platforms—it fit seamlessly everywhere.
Another great example is Beneath the Surface: The Fight for Corals and Wild Dubai. These are locally inspired stories that showcase the beauty and urgency of our region’s natural world, and they’ve connected with audiences globally. It just shows that when you mix innovation with authenticity, you can create content that feels fresh, exciting, and meaningful—both here and internationally. That’s the sweet spot we’re always aiming for.
That the region is going through a major creative shift is a given, considering the major awards that are being sweeped, how is Warner Bros. Discovery contributing to this change and positioning?
The creative shift happening in the region is undeniable, and it’s inspiring to see Arab talent being recognized on global platforms. We are deeply invested in contributing to this momentum by not only telling compelling stories but also by creating meaningful connections with our audiences through initiatives that truly matter.
Our involvement extends far beyond entertainment and into areas that align with human interest and social responsibility. A great example is our work with Cartoon Network’s Buddy Campaign in collaboration with UNICEF, where w e partnered with Saudi content creators "Saudi Reporters" to address bullying. This initiative empowers kids with tools to stand up against bullying and create positive friendships, which is such a relevant issue across the region. It’s not just about airing content—it’s about creating real change in the community and supporting a positive, inclusive environment. By working on campaigns like this, we amplify our brand’s presence in a way that resonates on a person a level with viewers, making them feel heard and valued.
We also believe in the power of amplifying regional voices on a global stage. That’s why we’re always exploring new ways to collaborate with local creators, storytellers, and innovators to bring stories that not only resonate locally but can also connect with a wider, international audience. Through these collaborations, we aim to showcase the incredible talent and diverse cultures of the MENA region, ensuring that the world sees the richness and depth of our region's storytelling. It’s this combination of creativity, relevance, and purpose that allows us to play a meaningful role in the region’s creative evolution, positioning the Arab world as a hub for powerful storytelling that extends well beyond borders.
There are currently a lot of companies trying to invest in either regular programming or online streaming platforms aimed for Arabic audiences, where does Warner Bros. Discovery stand vis a vis such initiatives and where does one go from here?
There’s no doubt that the region is seeing a surge of investment in both traditional programming and online streaming platforms aimed at Arabic audiences. It’s an exciting time for the industry, and we are well positioned to make a significant impact in this space. A key part of our strategy is forming strong, long-term relationships with regional players.
For example, in 2021, we launched discovery+ as a branded area on Jawwy TV, Intigral’s leading OTT service. This initiative provides Jawwy TV subscribers with access to a wide array of content from Warner Bros. Discovery international linear channels, including Discovery Channel, Fatafeat, TLC, HGTV and Investigation Discovery. We also strengthened our partnership with OSN last year, designating it as the exclusive home for HBO content in the region. This multi-year licensing deal ensures that audiences in MENA continue to enjoy high-quality programming like never before. Furthermore, our expanded collaboration with Evision, the media arm of eC, guarantees that viewers in the UAE can keep enjoying popular channels like CNN International HD, Cartoon Network HD, and CN Arabic.
We also understand the importance of catering to local tastes and interests. Our partnership with SRMG on launching Asharq Discovery, a free-to-view Arabic-language infotainment platform,
reflects our commitment to creating content that is both locally relevant and globally impactful. It’s about blending entertainment with meaningful engagement that adds value to the community.
I believe the next phase for Warner Bros. Discovery is about deepening these partnerships and continuing to innovate—whether that’s through new content formats, more localized programming, or further expanding our digital presence. We’re not just about bringing international content to the region but also making sure that the voices and stories of the Arab world are heard and celebrated on the global stage. That’s the path we’re on, and we’re excited to continue driving the future of entertainment in the region.
