MBC is a leading free-to-air, pan-Arab, news and entertainment broadcaster. Over the past fifteen years, MBC has grown into a multi-channel platform with a growing range of offerings for a Pan Arab audience of different local cultures, tastes and requirements. MBC FM is an Arabic language general entertainment radio channel, which decided to move from being a pan-Arab channel to a local GCC channel and therefore broadcasting related entertainment materials. The channel target audience are youngsters who listen to traditional local music, but at the same time well exposed to world's music. They're the new generation, they're attached to their traditions, but at the same time cool and open minded, and attached to world's culture. A new identity and brand positioning was required as part of this DNA change. A set of TV idents and print ads, along with brand activation was developed to achieve this goal.