OSN has entered into a distribution partnership with eCLUTCH to add a set of live esports channels to OSNtv, expanding the platform’s coverage of competitive gaming across the Middle East and North Africa. Announced from Dubai, the agreement introduces seven dedicated channels focused on esports and related competitive formats, reflecting a broader shift in how regional television operators are responding to changing audience habits.
Under the deal, OSNtv subscribers will gain access to continuous programming built around international esports tournaments, structured competitive leagues, and studio-based shows that explore gaming culture. The channels are positioned as always-on services rather than occasional event coverage, offering a linear alternative to the streaming-first model that has traditionally defined esports viewership. Alongside gaming-focused content, the package also includes coverage of padel, a sport that has seen steady growth in participation and media exposure across the region.
For OSN, the move signals a practical extension of its content strategy rather than a dramatic repositioning. As younger audiences spend more time with interactive and competitive digital entertainment, traditional broadcasters face pressure to reflect those interests within familiar TV environments. Adding esports channels allows OSNtv to test sustained demand for competitive gaming on linear television while complementing its existing mix of international series, Arabic productions, films, documentaries, children’s programming, and lifestyle content.
Commenting on the agreement, Imad El Khoury said the partnership broadens OSN’s entertainment offering to include esports and a dedicated padel channel, with the aim of connecting with audiences whose viewing preferences extend beyond conventional television genres. His remarks frame esports as an additional pillar within the platform rather than a replacement for established content categories.
From eCLUTCH’s perspective, the partnership represents an expansion of distribution rather than a change in editorial direction. Chief executive Arnaud Verlhac described the agreement as a step toward increasing the broadcaster’s reach in MENA households, using OSN’s established infrastructure to bring competitive gaming into a more mainstream setting. The approach aligns with a wider industry trend in which esports operators seek hybrid models that combine digital platforms with traditional broadcast exposure.
As esports continues to mature globally, partnerships like this highlight how regional media groups are experimenting with format, scheduling, and audience overlap. Whether linear esports channels can achieve long-term engagement comparable to on-demand platforms remains an open question, but the addition of eCLUTCH’s channels gives OSNtv a broader range of content to test that proposition with viewers across MENA.
