Edgy in the ‘right’ way: Meeting pent-up demand for youth-oriented local content on Saudi TV

Despite accounting for some 60% of the population, Saudi Arabia’s under-30s spent a long time not seeing themselves on screen, except in comedy, satire and drama they made themselves and circulated on YouTube. Things have changed spectacularly under the transformational Vision 2030 project spearheaded by the kingdom’s de facto ruler, Crown Prince Mohammed Bin Salman, launched in 2016 and aimed first and foremost at youth. Drawing on insights from cultural proximity theory, this article explores how a state-sponsored emphasis on Saudi identity and national unity has shaped changes in television production structures and content aimed at engaging young audiences.