“Freej” Frame: Arab Animated Series Goes Global

By Sara Elghobashy

February 4, 2010

Four animated, Arab grandmothers are taking over the world, one TV screen at a time. The hit UAE show “Freej” is soon to become the first globally distributed Arab series, centering around the lives of four traditional women living in a secluded neighborhood on the outskirts of Dubai.

Launched in September 2006, “Freej” grew to be an instant hit in the Emirates. Now producers are aiming to dub the 3-D animated show to prepare it for global distribution with the hope that it will be just as popular among a diverse, international crowd.

The show features an interesting set of women. Um Saeed is the eldest and most sarcastic member of the bunch and the one who hosts their coffee dates. Um Allawi is the most educated (and the tallest). She closely follows the stock market on her laptop and is addicted to new technology. Um Saloom is the sweet and complacent one, who likes to follow instead of lead. And last but not least is Um Khammas, the rebellious, strong, independent woman, who has been married three times and owns her own catering business and traditional music band.

Whether it’s navigating the line between their traditional lifestyle and their metropolitan surroundings or solving social issues over a good cup of Arabic coffee, these four women are sure to entertain with their hilarious take on society. The show presents a unique juxtaposition of life in rapidly-developing, ultra-modern cities and that of traditional, tribal populations seeking to preserve their culture yet unable to remain unaffected by the surrounding changes.

However, it isn’t clear if the show will have universal appeal. Because it is so focused on the Emirates’ national identity, it’s hard to tell if people will be able to relate to the characters. However, producers are hoping that the characters’ personalities and stories will be familiar enough to strike a chord with a wider audience. I hope the show does find success because it will definitely provide an interesting glimpse into life inside the Emirates, even if most of it is told to make us laugh.

Source: LA Times

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