The Power of Radio and the Cult of TV. A Cross Media Segmentation of the Saudi Youth Market
Anumita Sharma andMrinal Sarkar ACNielsen AMER, Cyprus
THE KINGDOM OF SAUDI ARABIA A BACKGROUND
The Kingdom of Saudi Arabia, home of the holiest of Moslem shrines, is the bastion and upholder of Islam. The discovery and exploitation of the nations oil wealth resulted in a sudden change in peoples lives: from simple subsistence to great riches in the 1970s. High oil prices in the 1970s and 1980s led to what can be called Saudi Arabias Golden Age: an...