Major Middle Eastern broadcaster MBC Group has hired a former Hulu executive and plans to create original content for its streaming platform in a bid to rival Netflix in the region.
The company has tapped Johannes Larcher, Hulu's former senior vice president of international, to boost its video on demand (VOD) service Shahid. The service will look to develop new Arabic content, including films and soap operas.
The news was first reported by the Financial Times.
Larcher's appointment is part of an international drive for MBC, a spokesman for the company told CNBC. While at Hulu, Larcher led the streaming platform's operations outside the U.S.
"We have a five-year strategy that Shahid is an integral part of," the spokesman said. "We believe that the long-established relationship of MBC with Arab consumers will enable us to produce even more culturally relevant content that could travel beyond the region."