MBC Media Solutions (MMS) Unveils MBC Group's 2026 Ramadan Line-up at Star-studded Event in Riyadh

The event showcased MBC Group’s premium content line-up for Ramadan 2026 and the unlimited innovated solutions brands can leverage to be a part of this year’s Ramdan moments and shows.

Riyadh, Saudi Arabia, January 20, 2026: MBC Media Solutions (MMS) hosted an exclusive star-studded event in Riyadh yesterday, unveiling MBC Group’s highly anticipated Ramadan 2026 content line-up and sponsorship opportunities.

The gathering brought together prominent figures from the entertainment, media, and advertising industries, alongside senior MBC Group leadership, for an immersive presentation spotlighting the group’s Ramadan content slate and MMS’s brand integration and advertising solutions across television, radio, and digital.

MBC Group’s Ramadan 2026 line-up features a standout mix of premium productions spanning drama, comedy, cooking shows, talk shows, and culturally resonant programming — designed to captivate audiences, spark conversation, and define the season’s viewing across the region.

During the event, MMS reinforced the unique power of Ramadan as the peak moment for audience attention and family viewing, highlighting how premium content drives meaningful connections between brands and audiences. MMS revealed that during Ramadan 2025, MBC Group’s TV channels reached 10.1 million unique viewers in Saudi Arabia (KSA TAM, 2025).

MBC Shahid reached more than 35 million active users in MENA and recorded a 21% year on year growth in Saudi Arabia reaching 12 million users, while MBC Group’s four radio stations reached 8.2 million listeners during the holy month (Ipsos, 2025). The Group’s social media engagement also surged, reaching 250 million engagements during Ramadan.

In his welcome address, Mike Sneesby, CEO of MBC Group, underscored the scale and cultural significance of Ramadan viewing, noting that MBC Group has an exciting season ahead with more premium moments in store for audiences this year.

Ahmed Al Sahhaf, CEO of MMS, led a fireside chat spotlighting Ramadan as the most influential media period of the year, and how MMS enables brands to move beyond traditional advertising into integrated, high-impact storytelling.

A dedicated data-led session by Mathieu Yarak, Head of Data at MMS, explored Ramadan viewing and engagement trends across TV, Shahid, radio, and social media — highlighting MBC Group’s sustained impact while presenting key performance results and audience insights from the previous season.

Attendees were given an exclusive preview of MBC Group’s Ramadan 2026 programming across its platforms, alongside tailored sponsorship and integration solutions from MMS — designed to help brands show up organically within the stories and moments audiences engage with most. Local and

international companies, government entities, and key industry stakeholders attended the event, reflecting the scale of anticipation for MBC Group’s Ramadan season and the continued influence of its content as the region’s leading destination throughout the holy month.

About MBC Media Solutions (MMS)

MMS is an in-house commercial advertising and sales unit launched in 2020 in partnership between MBC GROUP and Saudi Media Company.

MMS offers data-driven integrated media solutions across television, radio, digital and OTT platforms, keeping MBC GROUP at the forefront of the media industry— enabling brands and clients to connect with their audiences through premium content that drives growth through data, technology and talent.

In addition to representing all MBC GROUP channels & platforms—including Al Arabiya News channel & Shahid, the world’s leading Arabic platform— MMS is also the exclusive advertising representative of the Saudi Sports Company (SSC), Samsung TV Plus & Samsung Ads (across Saudi Arabia, UAE & Egypt), the official advertising partner of TikTok Saudi Arabia & Egypt.