Modernising one of Iraq's most established broadcasters for digital-first audiences, rebuilding the content engine, the editorial voice, and the platform strategy without losing the equity of the on-air brand.
Talk to our teamBabylon TV is one of Iraq's most recognised broadcast brands, but its audience was migrating to social-first consumption faster than its content strategy was adapting. The 10pm bulletin still pulled an audience, but the share of attention was leaking, to TikTok, to Instagram Reels, to YouTube Shorts, and the brand's existing social output wasn't built to compete in that environment.
They needed a content engine that produced for vertical video first, kept up with daily news cycles, and unified the brand voice across Instagram, TikTok, YouTube Shorts, and X. Not a "social team" tacked onto the newsroom, a full pipeline that turns the same editorial moment into ten platform-native pieces in a single shift, without breaking the broadcast workflow that still funds the business.
An always-on production pipeline producing vertical-first cuts, social explainers, and short-form news content alongside the broadcast schedule, not after it.
Channel-specific playbooks for Instagram, TikTok, YouTube Shorts, and X, each with its own format conventions, posting cadence, and editorial logic.
Weekly performance reviews tied to retention, share rate, and follower growth, feeding decisions back into editorial planning, not just monthly reports.
A single editorial voice across platforms, in Arabic and Kurdish, so the brand feels coherent whether you find it on a 10pm bulletin or a 30-second clip.
Platform-native content produced every week across vertical video, social explainers, and short-form news cuts (approximate).
Year-on-year social audience growth across Instagram, TikTok, and YouTube Shorts combined (approximate).
Average engagement rate uplift versus the previous in-house baseline across the main social platforms (approximate).
Top-of-feed share-of-voice in the Iraqi news category, measured against the main domestic and pan-Arab competitors.
Broadcasters don't lose audiences because the brand stops being relevant, they lose them because the production model can't keep up with where attention has moved. Babylon TV's transformation worked because we treated social as a first-class output, not a downstream afterthought, and rebuilt the workflow so the newsroom and the social desk are now feeding each other instead of fighting over the same footage.