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.