Mazen Hayek, MBC group director of marketing, PR and commercial, said: "MBC Action has proved that it's still possible to build a very strong youth brand on TV.
"We created a brand with an unstoppable personality, backed by top content, packaged in a channel environment that feels like home, catering to the high-octane aspirations of Generation Y, and we've been rewarded by unparalleled ratings performance, rating consistently in the top ten pan-Arab channels."
There is no audience measurement currency for TV viewership in the Middle East, so broadcasters rely on media monitoring firms such as Ipsos-Stat to measure performance.
Hayek was speaking at the Generation Y youth marketing forum in Dubai, which explored communication and marketing issues faced in reaching Arab youth.
Saudi Arabia, the Middle East's most important consumer market, has one of the youngest populations in the world, with about two-thirds under the age of 25.
Hayek said: "It's obvious Arab youth love to spend quality time with TV, engaging and interacting with programmes and content. Consequently, we owe them the best in brand positioning, sharp targeting, quality content, clever scheduling, and great packaging."
MBC Action is the latest move in MBC's aggressive plans for domination in the competitive free-to-air pan-Arab broadcasting market.
The network revamped movie channel MBC2 last November with new on-screen idents backed by an extensive advertising and marketing campaign.
And in September last year, Sheikh Waleed Bin Ibrahim Al Ibrahim, owner of the MBC Group of channels, said the Dubai-based broadcaster had plans to launch an English language news channel.
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