'The Voice' Heads to Middle East, North Africa

The Voice Quarter Final Performance Cee Lo - H 2012

The Voice Quarter Final Performance Cee Lo - H 2012

Sony Pictures Television Arabia pacts with Dubai's MBC Group to produce the Talpa singing competition format.

LONDON -- TV format The Voice continues to ring out with global broadcasters and will next be seen and heard across the Middle East and North Africa.

Dubai-based MBC Group has harnesed exclusive broadcast rights in the MENA region after inking a deal with Talpa and Sony Pictures Television Arabia for the show.

SPT Arabia -- the producer -- which reps Talpa formats in the region, will co-produce the local adaptation of the show.

MBC Group TV director Ali Jaber said: "Talent shows have positively affected the TV viewing habits, patterns and trends in the region, while further enhancing the family viewing experience and raising the levels of engagement with TV content, through social media and other platforms."

Talpa Distribution managing director Maarten Meijs, whose company owns the format rapidly growing in popularity, said: "In the Western world, The Voice is recognized as a new generation in its genre. We trust the same will happen in the MENA region, regardless of cultural differences, as all people love music and have their one unique language to discuss who and what they like the most."

Ziad Kebbi, SPT Arabia president, added: "We’re very excited to co-produce “The Voice” – the format is a blockbuster and now it’s our region’s turn to take up the mantle. In particular, social media and digital extension will play a major role in our production activity; both key elements in uniting the audience across various territories."

In 2011 and earlier this year The Voice of Holland, the original version of the show, became the most watched talent competition in the history of Dutch TV.

In the US, with network NBC, The Voice was introduced and in both France (TF1) and UK (BBC) the show has posted good ratings.

By early 2012, The Voice has been commissioned to over 45 broadcasters around the globe and is on air in some 140 territories.