What happens when a private equity investor steps into the media world and takes charge of one of the Middle East’s most iconic entertainment brands? In this unmissable episode of Luca’s Insight Track, Luca sits down with Joe Kawkabani, former CEO of OSN, for a raw and thought-provoking conversation about the battles, lessons, and transformations that defined his leadership.
Joe isn’t your conventional media executive. A financier turned quasi-entrepreneur, he was handed OSN at a moment when many predicted the company would collapse. Instead, he led bold moves—launching OSN+ as a premium streaming service, acquiring Anghami to expand into music and tech, and reshaping the balance between local Arabic content and global Hollywood hits.
In this episode, Joe opens up about the pressures of stepping into an industry as an outsider, the skepticism he faced, and why authenticity—not polish—became his leadership style. He reveals what it took to rebuild trust, why piracy was his biggest threat, and how deals worth millions nearly fell apart before finally crossing the line.
They also unpack the big questions shaping the future: Is linear TV dying? Can podcasts become the region’s next media frontier? Why do Saudis and Emiratis lead the world in podcast listening while brands still ignore it? And how do you balance personalization with data privacy?
This isn’t just about media—it’s about resilience, reinvention, and leadership under pressure. Whether you’re a creator, entrepreneur, or strategist, Joe’s reflections will inspire you to think differently about risk, change, and the future of storytelling in the Arab world.