Dina Al-Hajjar, Program Director at iHeartMedia’s Arabic division, iHeartArabi, says the company is building an Arabic-language audio-first network with deep experience in podcasting, rooted in regional culture while leveraging global partnerships.
Speaking about its Doha launch, she highlighted the potential for locally produced audio content to grow alongside the region’s media ambitions. Excerpts from the interview.
Why iHeart ventured into the Middle East, and why Qatar?
The Middle East is evolving very fast, and global power is increasingly distributed between East and West, with the Arab world at the center. It is where the US, Europe, China and Korea meet, and the main touchpoints are Dubai and Doha.
We wanted American brands to establish a base in the Middle East. iHeart is one of the biggest audio companies in the United States, with major radio stations, music events and a leading podcast network. The idea was to create a base in Doha and produce Arabic content , localizing a global brand for Arab audiences.
We launched two weeks ago and announced the platform at Web Summit. The channel achieved 3 million organic impressions in its first week without paid marketing, and our first podcast reached about 110,000 YouTube views organically through collaboration between TikTok and iHeart.
Qatar is developing strongly in media and hosting major activations, and we want to create our own mark here. The country is building global media while preserving values such as family, education and culture. The project is about maintaining Arabic identity while publishing on a global platform adapted to the region.
What content and partnerships are you focusing on?
iHeartMedia globally is a long-established company covering many Western-oriented topics, while iHeartArabi focuses on Arabic talent and creativity.
iHeartMedia partners with TikTok to develop shows with creators and has a partnership with Netflix so successful podcasts may eventually become shows.
We also cover topics such as women’s life journeys, including birth, death, divorce, careers and family life, with expert voices.
Another project is Bedtime Stories for Adults, launching during Ramadan, designed to help listeners sleep instead of scrolling on their phones before bed.
We also partnered with Porsche on a Sports Day podcast highlighting how racing performance connects with fitness and discipline, showing that driving a sports car can deliver the same adrenaline as sport.
Are you audio-first or video-first? Is the strategy Arabic or English?
We are audio-first. Everything we produce should work fully even if you close your eyes and listen.
Video is complementary. Some projects like Bedtime Stories for Adults will be audio-only, while others include high-quality video production.
iHeartArabi is entirely Arabic. We have shows from Qatar, Egypt and other countries including the UAE, Saudi Arabia, Jordan, Morocco and Lebanon. Our goal is to create a platform covering the whole region.
What is the goal of your lifestyle and women-focused content?
Several episodes are already live and feedback has been strong.
We are not aiming for trends or fame. We want to create a space where listeners can find topics that matter to them and feel the content speaks directly to them.
Bedtime Stories for Adults is inspired by the traditional bedtime ritual that existed before the digital era. Today people consume caffeine and screens all day and continue scrolling before sleep.
Audio storytelling allows listeners to close their eyes and imagine. Even when people listen to the same story, they imagine it differently.
The idea is to restore the bedtime ritual and give people time to disconnect from screens and prepare for sleep. Launching during Ramadan makes sense because people stay up late and often struggle to fall asleep again.
How much editorial freedom do you have locally?
We follow global iHeartMedia brand guidelines but have significant local freedom.
As long as we remain respectful and follow local values, we have flexibility. Our focus is on positive storytelling that reflects common human experiences.
Upcoming topics include sports and business podcasts alongside entertainment content.
What makes you different from other platforms?
YouTube is video-first and Anghami is music-first. iHeart is an audio-first network with deep experience in podcasting.
We are applying global expertise while adapting to regional needs. The model is still new in the region and will develop its own path.
The Netflix partnership was agreed in the United States and content could begin appearing next year once shows are approved.
Many TikTok creators produce short videos but have more to say. We identify talented creators and help them develop longer-form podcasts with deeper discussions and expert guests.
This model reflects how talent was once discovered for television, creators are identified online and then scaled into bigger productions that can eventually reach platforms like Netflix.
Can Middle Eastern stories travel globally?
Human experiences are universal. People everywhere experience similar emotions and life stages.
Launching from Doha allows us to present familiar human stories through a regional perspective. The Middle East is becoming a major center for talent and content, and regional stories increasingly resonate globally.
Listeners can access the shows on Apple Podcasts, iHeartRadio, Spotify, Deezer and YouTube, with additional platforms being added.
