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New Adham Center Associates Represent Range of Arab Satellite TV
MAY 15, 2000 With the appointment of three prominent
professionalsGulf DTH/Showtime CEO Peter Einstein, Executive Director of Orbit
productions in Egypt Tarek El Kashef, and Director of Production for the ART network
Milad Bessadaas Adham Center Associates this year, the scope of the Associates
now covers virtually all major bases in Arab satellite television.
This follows appointments over the last two years of ART President
Sheikh Saleh Kamel, Orbit CEO Alexander Zilo, and Chris Forrester, a prominent
journalist covering the broadcast industry.
Peter Einstein was appointed president and CEO of Gulf DTH/Showtime
in 1997, before which he spent 15 years with MTV Networks, most recently as president
and business director of MTV Networks Europe. Under his leadership the audience
of MTV Europe went from 17.5 households in 25 countries to over 61 million households
in 38 countries. With Showtime, a direct-to-home digital satellite pay-TV service
for the Middle East, Einstein holds overall responsibility for programming, marketing,
sales and distribution, technical operations, and more.
During the award luncheon, Einstein announced the inauguration
of two Showtime internships for outstanding graduates of the Adham Center. The
Adham Center is key in developing the rich pool of media talent in the Middle
East, Einstein said. As the fastest growing regional pay-TV network delivering
the best in Western entertainment for an Arabic audience, Showtime has a responsibility
to help develop students skills and practical experience within a commercial
media organization.
Milad Bessadas activities span over 30 years and a range of
producing, directing and developing television programming and holding top executive
positions in the industry in Canada, Italy, and Egypt. Bessada has for the past
six years served at the highest levels of network authority in Arab Radio and
Television (ART). He set up the entire Operations and Transmission system for
the ART Broadcasting facility in Avezzano, Italy and trained the entire staff
(many who were AUC graduates). Since his arrival back in Cairo in 1994 he has
developed, produced, and directed some of the most successful programs on ART,
and he also created the Live Production Unit which generates hours of daily live
programming.
In a note of thanks to the center, Mr. Bessada said, "I have
for many years admired the excellent training in television production provided
by the Adham Center...Your graduates have assumed positions of leadership in the
various fields and we now depend upon them to ensure the progress and success
of many of the operations and production of the network."
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Tarek El-Kashaf is an innovator in the field of broadcasting
and entertainment in Egypt. He has introduced the international and professional
format of field reporting into Orbits entertainment programming, and in doing
so employed many Adham Center graduates. His accomplishments as a media pioneer
go back to the late seventies when he designed, built and established the first
multi-track sound recording studio in Egypt and the Middle East. His work as an
innovative sound engineer and his personal contributions as a music producer revolutionized
the way music was recorded and sound produced in the region, and he was to have
a major impact on the Arab music, film, television and advertising industries.
In the mid-eighties he was a partner in establishing one of the first complete
video facilities in Egypt, and as such played a major role in changing the way
TV commercials are produced. He applied these advertising techniques to Arabic
music and introduced into the region the video clip format that was just beginning
to be popularized in Europe by MTV.
Part of his programming included a Ramadan Special in which
he introduced the concept of field reporting, done by Adham Center graduates,
in the areas of entertainment, culture and the arts integrated into the daily
three-hour packages. His commitment with Orbit to expand the team of Adham Center
alumni producing these stories for a permanent three-hour daily program from Cairo
breaks new ground in Arab broadcasting.
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