SAWA Rights Management, a leading content distribution company and part of the “SAWA Entertainment” group, has entered a strategic partnership with TCL Electronics (1070.HK), a global leader in consumer electronics and television manufacturing. This collaboration aims to bring premium Free Ad-Supported Streaming Television (FAST) channels to millions of TCL TV users across the Middle East and North Africa (MENA) region.

Through this partnership, SAWA Rights will provide TCL with top-tier Arabic channels from the region, as well as FAST international channels. These channels will be seamlessly available to users via the TCL streaming platform, starting this month.

"We are pleased to be selected by TCL as a provider of regional and international FAST channels targeting viewers across the MENA region," said Ali Ajouz, CEO of SAWA Rights Management. "This agreement reflects our commitment to delivering high-quality content that meets the needs of our partners and viewers throughout the region."

The partnership aligns with SAWA’s strategy to enhance its portfolio of premium and ad-supported content, further solidifying its status as a leading distributor in the MENA region. SAWA provides over 400 premium and FAST TV channels, in addition to thousands of VOD content assets, delivering an extensive range of content solutions designed to meet the needs of even the most discerning audience.

“This partnership with SAWA marks a strategic leap in our mission to deliver hyper-localized viewing experiences," said Rebecca Chen, Head of Business Development at TCL Channel. "By integrating SAWA’s premium Arabic content library into our AI-powered smart TV ecosystem, we’re not just expanding our MENA footprint – we’re redefining how 1 million regional users engage with content that resonates with their cultural identity. ]

As the world's second-largest television brand, TCL continues to strengthen its presence in the global market. The TCL Channel now serves over 50 million users globally, with more than one million users from the Middle East. This partnership is a testament to TCL’s ongoing commitment to enhancing user experiences by providing culturally relevant and high-quality content to its expanding global audience.