In a bold move to keep pace with the rapid changes sweeping through the global media landscape, the Jordan Radio and Television Corporation (JRTV) has unveiled a sweeping new strategy aimed at revitalizing its operations and reaffirming its place in the lives of Jordanians. The announcement, made by JRTV Chairman of the Board Ghith Al-Tarawneh on September 29, 2025, during an appearance on the popular program "New Day," signals a turning point for the century-old institution as it seeks to balance tradition with innovation in an era of digital disruption.
Al-Tarawneh detailed a comprehensive plan, crafted in close collaboration with the executive management and specialized committees, that rests on five key pillars: enhancing media content, supporting Jordanian drama, modernizing the corporation’s visual identity, accelerating digital transformation, and investing in institutional development and human resources. According to Al-Tarawneh, this multi-pronged approach is designed to "bring Jordanian television back as a platform that unites the Jordanian family, drawing on the values and cultural heritage that have always been a source of national pride."
These ambitions will culminate in the launch of a new, carefully curated programming cycle by the end of this year. The upcoming schedule, Al-Tarawneh emphasized, is tailored to meet the aspirations of all segments of Jordanian society, ensuring that the national broadcaster once again becomes a staple in households across the kingdom. "Our aim is to make the Jordanian screen present and influential in the homes of Jordanians once more," he declared, as reported by Petra News Agency.
Central to this transformation is a renewed focus on quality and community relevance. Al-Tarawneh pointed out that the new programming will not only entertain but also reflect the diverse experiences and achievements of Jordanians from all walks of life. The corporation’s field teams will be dispatched across the country’s governorates to capture and broadcast stories that matter most to ordinary citizens—an effort to reinforce JRTV’s foundational role as a national storyteller and public service broadcaster.
Another cornerstone of the strategy is a recently signed memorandum of understanding with Sunbula, a non-profit organization affiliated with the King Abdullah II Fund for Development. Al-Tarawneh explained that the partnership, formalized last May, is based on a shared vision for public sector collaboration and leverages Sunbula’s extensive expertise in program and drama production. Notably, Sunbula is well-positioned to connect with private production companies, especially those led by young entrepreneurs, fostering a dynamic ecosystem for creative content generation.
"Sunbula’s role includes financial oversight and monitoring product quality to realize the corporation’s vision of delivering attractive, distinctive content in both form and substance," Al-Tarawneh noted. This ensures that all production and procurement processes adhere to the highest standards of television and drama production, with decisions grounded in in-depth studies conducted by the executive management and specialized committees. The goal, he said, is to guarantee both the quality of content and prudent financial stewardship.
As part of the new approach, JRTV has instituted rigorous new criteria for evaluating program proposals—benchmarks that align with the best global practices in television and drama production. Every acquisition or production decision is now subject to thorough review by specialized oversight committees, which assess both content quality and cost-effectiveness. This, Al-Tarawneh asserted, will help ensure that only the most compelling and valuable productions make it to air.
Importantly, the corporation has also strengthened its ties with the Jordanian Artists Syndicate, whose president, Mohammad Al-Abadi, and renowned actress Abeer Issa now serve on JRTV’s board. This collaboration, Al-Tarawneh said, is built on a "shared commitment to supporting creativity that leads to employment and ensures Jordanian drama regains its stature locally and abroad." The partnership aims to boost high-quality artistic output that not only entertains but also preserves and promotes Jordanian identity and narrative, both at home and on the international stage.
JRTV’s renewed emphasis on partnerships extends beyond the public sector. The corporation is actively seeking to deepen its relationships with private production companies and creative industries, with the aim of delivering programming that meets the tastes of Jordanian viewers and matches production standards seen elsewhere in the Arab world. "We are keen to build partnerships with the private and production sectors to ensure the delivery of artistic and programmatic content that elevates the taste of the Jordanian viewer and keeps pace with Arab standards," Al-Tarawneh stated.
Meanwhile, the Iraqi media scene is also experiencing a transformative moment. On the same day as the JRTV announcement, the Head of the Media Office of the Iraqi Media and Television Authority unveiled a new strategic plan for the Iraqi media sector. According to statements made during a televised address, the plan aims to enhance the Iraqi media landscape by improving content quality and developing both media and broadcasting capabilities.
The Iraqi strategy, designed in coordination with administrative and technical departments as well as specialized committees, includes a comprehensive media roadmap for the coming years. It underscores the importance of joint efforts across the Iraqi media community, with a clear focus on raising media production standards and expanding training opportunities for media professionals. The plan also calls for closer cooperation with the Ministry of Communications and the Iraqi Media Authority to upgrade digital and satellite broadcast services, ensuring that Iraqi audiences have access to modern, high-quality media platforms.
Crucially, the Iraqi blueprint puts a premium on developing new digital platforms and content tailored to the evolving needs of the Iraqi public. As outlined in the announcement, this will help Iraq’s media sector keep pace with the rapid technological advances that are reshaping how news and entertainment are produced and consumed worldwide.
Both the Jordanian and Iraqi initiatives reflect a broader regional trend: state broadcasters and media authorities are recognizing the urgent need to modernize, innovate, and reconnect with their audiences. In both cases, the focus is on quality, relevance, and adaptability—ensuring that public media institutions remain vital, trusted sources of information and entertainment in a fast-changing world.
As the year draws to a close, viewers in Jordan and Iraq can expect to see the first fruits of these ambitious plans. Whether these reforms will succeed in recapturing audiences and restoring the prestige of national broadcasters remains to be seen, but one thing is certain: the winds of change are blowing through the region’s media landscape, and neither JRTV nor its Iraqi counterpart intends to be left behind.