MOBY Group

What MOBY Group does

MOBY Group is a privately held diversified media conglomerate founded in 2003 by the Mohseni family, headquartered in Dubai with operating offices in Kabul and Addis Ababa. The company builds and operates broadcast media businesses in frontier and emerging markets across South & Central Asia, the Middle East, and Africa, reaching over 300 million people through television channels (TOLO TV, TOLOnews, Lemar TV, Kana TV), radio stations (Arman FM, Arakozia FM), an Emmy-nominated production house (Kaboora), a music label (Barbud), the Afghan Premier League football property, and strategic communications services (Lapis Communications). Its technology services arm includes 455 and 456, Interactive Voice Response platforms providing customer engagement tools in markets with limited smartphone penetration. MOBY produces approximately 7,500 hours of original content annually and dubs roughly 4,000 hours across eight languages, making it a market leader in local-language content production for Dari, Pashto, Farsi, Amharic, and Somali audiences.

The company's revenue model is anchored in advertising sales across its owned broadcast channels and digital platforms, supplemented by event sponsorship revenue (notably from the Afghan Premier League with title sponsor Roshan and partners like Pamir Group) and fees from strategic communications engagements with governments, NGOs, and development institutions. MOBY distributes content via terrestrial and satellite transmission, FM radio, and digital/online platforms, including a partnership with VICE Media to deliver digital and mobile programming across MENA. In 2012, News Corporation acquired a minority equity stake to support expansion into additional frontier markets. The company holds dominant market positions in its core markets, including a 59% market share for TOLO TV in Afghanistan, but operates in geopolitically complex environments where regulatory, security, and operational risks are structurally elevated.

MOBY's competitive positioning rests on multi-market scale (17+ businesses across 7 countries), local-language content capabilities that are difficult to replicate, and a portfolio of branded properties with strong audience loyalty, including Afghan Star (which reached 35 million viewers in its 11th season) and flagship sports and entertainment properties. Its strategic communications arm (Lapis) and IVR technology services (455, 456) extend the business beyond pure media into adjacent professional services and telecom-adjacent infrastructure. The company's primary risk factors include concentration in unstable operating geographies (Afghanistan, Ethiopia), exposure to political and security threats targeting its journalists, and dependence on advertising markets that remain underdeveloped in frontier economies.

Name

MOBY Group

Legal name

MOBY Group Holdings Limited

Website

https://mobygroup.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MOBY Group is a diversified media conglomerate operating TV channels, radio stations, content production, sports leagues, and IVR technology services across South & Central Asia, the Middle East, and Africa, reaching 300+ million people in frontier markets with local-language content.

Ownership category

akta.pro rank

Product category

Broadcast Media Services

NAICS

Television Broadcasting Stations (516120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Advertising Agencies (541810)

SIC

Television Broadcasting Stations (4833), Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)

Keywords

• Broadcast television networks
• Radio broadcasting services
• Content production services
• Strategic communications agency
• Professional sports leagues

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising Revenue: MOBY generates primary revenue through advertising on its television channels, radio stations, and digital platforms. The company serves audiences across Afghanistan and the broader Middle East, Africa, and Central/South Asia regions with significant viewer and listener bases.
2. Sports Event Operations: Revenue from organizing and broadcasting sports events including the Afghan Premier League (APL) and Fight Night MMA events. Sponsorships from companies like Roshan and Pamir Group support these operations.
3. Strategic Communications Services: Lapis Communications provides full-service strategic communication agency services supporting local and global development efforts

Go-to-market motion3 records

Distribution channels7 records

Marketing channels4 records

Core offering

MOBY Group operates a portfolio of broadcast television channels, radio stations, and digital platforms across South & Central Asia, the Middle East, and Africa, producing original and localized content in 8 languages reaching over 300 million people. Its offerings include entertainment and news channels (TOLO TV, TOLOnews, Lemar TV, Kana TV), radio stations (Arman FM, Arakozia FM), Emmy-nominated production houses (Kaboora, Barbud), the Afghan Premier League sports property, strategic communications services through Lapis Communications, and proprietary IVR platforms (455 and 456). The group monetizes through advertising, sponsorships, event operations, and strategic communications agency fees.

Product overview

MOBY Group is a diversified media company offering a portfolio of broadcast television channels, radio stations, content production services, sports leagues, strategic communications, and technology services. The core offering consists of five broadcast channels: TOLO TV (general entertainment in Dari), TOLOnews (24-hour news), Lemar TV (Pashto-language entertainment), Kana TV (Ethiopian Amharic channel), plus two radio stations Arman FM and Arakozia FM. Content production is handled through Kaboora (Emmy-nominated production house) and Barbud (music production). Sports content includes the Afghan Premier League football league. Technology services include 455 and 456 IVR platforms. Strategic communications are delivered through Lapis Communications. The company produces approximately 7,500 hours of original content annually and dubs about 4,000 hours across eight languages.

Differentiator

Problem solved

Functional benefit

Brands

• TOLO TV: Afghanistan's most popular general entertainment channel broadcasting in Dari and Pashto
• TOLOnews
• Lemar TV
• Arman FM
• Arakozia FM
• Kaboora
• Barbud
• Afghan Premier League (APL)
• Lapis Communications
• 455
• 456
• Kana TV

Products and services

• TOLO TV Afghanistan's most popular general entertainment channel delivering leading international shows and original MOBY-produced content in Dari and Pashto via terrestrial and satellite broadcast. The channel holds an approximately 59% audience share in Afghanistan and reaches peak audiences of about 13 million viewers.
• TOLOnews Afghanistan's leading 24-hour news and current affairs channel broadcasting in Dari and Pashto, with online platforms in English, Dari, and Pashto. Recognized for fearless reporting with multiple press freedom awards including Reporters Without Borders and the AFP Kate Webb Prize.
• Lemar TV Afghanistan's most popular Pashto-language general entertainment television channel, the first station devoted purely to Pashto programming. Features international shows and original Pashto-language entertainment, news, and current affairs programs.
• Arman FM Afghanistan's first commercial pop-music radio station, broadcasting on 98.1 FM across urban centers with an innovative mix of competitions, talkback, comedy, and music programming. Launched in 2003 as the founding MOBY business.
• Arakozia FM Afghanistan's first talkback radio station bringing Pashto-language music, entertainment, and cultural programming on 90.3 FM. Provides a direct voice channel for Pashto-speaking audiences.
• Kaboora Afghanistan's Emmy-nominated production house producing high-quality content for broadcast, special events, movies, and documentaries including Sesame Street, Afghan Star, and Deal or No Deal. Produces approximately 7,500 hours of content annually for both MOBY channels and external clients.
• Barbud Leading music production house in Afghanistan that has helped launch artist careers and provides commercial services including jingles and music for television and radio commercials.
• Afghan Premier League (APL) Professional football league featuring eight teams representing all 34 provinces of Afghanistan, broadcast live across MOBY's television and radio networks and sponsored by Roshan (title sponsor since 2012) and other commercial partners. The 2016 Championship match was watched by approximately 57% of the Afghan population.
• Lapis Communications Full-service strategic communications agency under MOBY Group that specializes in shaping perceptions, attitudes, and behaviors across the Middle East, North Africa, and Central Asia. Serves governments, international institutions, and development organizations.
• Kana TV Ethiopian-focused general entertainment, free-to-air, satellite TV channel launched April 2016 in Amharic, bringing international standard programming to the Ethiopian audience through Nilesat distribution in partnership with co-founder BeMedia.
• 455 IVR Service Integrated Voice Response (IVR) service providing a centralized hub for customer service, entertainment, and marketing information for organizations, accessed via unique 4-digit extensions.
• 456 IVR Messaging Service IVR messaging service available from mobile or landlines to access news and information or connect with various radio and TV platforms, integrated with popular television programs for interactive audience engagement.
• Afghan Star Afghanistan's premier reality TV competition in the global Idol/Star talent-show format, produced by Kaboora for TOLO TV. Drives social and cultural change and has reached tens of millions; Season 11 alone reached 35 million people with 5 million-plus Facebook fans.

Quantifiable outcome

• TOLO TV holds 59% market share in Afghanistan with 13 million peak viewers
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Fauna EntertainmentcoreStrategic or Co-development Partner · 8 August 2019Partnership to launch Kukuli children's animation content across Central Asia, East Africa, and MENA region. Kukuli will be translated in 13 languages and broadcast on MOBY's various TV and digital platforms. This is MOBY Group's first animation feature and Turkey's first branded cartoon to be broadcast in Afghanistan and Ethiopia.
• Snow Leopard Fighting Championship (SLFC)minorStrategic or Co-development Partner · 26 January 2018Long-term collaboration between MOBY GROUP and SLFC to host Fight Night MMA events. Events are broadcast live on TOLO TV and Lemar TV with international fighter matchups including Russian and Afghan fighters.
• Pamir Group of CompaniesminorGTM or Marketing Partner · 28 July 2016Pamir Group of Companies became the Official Energy Drink Partner of RAPL, signing a three-year cooperation contract. Pamir Group produces Party Energy Drink, Zalal Mineral Water, and other beverages, and assembles motorcycles.
• VICE MediacoreStrategic or Co-development Partner · 21 June 2016Partnership to bring VICE's digital and mobile programming into every major media market in the Middle East and North Africa. The partnership includes local production studios, hiring journalists and filmmakers, and airing tailored local news and lifestyle programming. VICE content will be specifically tailored for Middle East markets to meet demand for youth-focused digital programming.
• BeMediacoreStrategic or Co-development Partner · 4 April 2016BeMedia is a 100% Ethiopian-owned local production entity led by filmmaker Zeresenay Berhane Mehari, serving as Kana TV's co-founder. The team is composed of over 100 Ethiopians, mostly young graduates from Ethiopia's fine arts universities.
• Roshan (Telecom Development Company Afghanistan Corp)coreGTM or Marketing Partner · 1 January 2012Roshan has been the Title Sponsor of Roshan Afghan Premier League (RAPL) since 2012. Roshan is Afghanistan's leading total communications provider with over 6.5 million active subscribers and a network covering over 287 districts in all 34 provinces.
• Afghanistan Football Federation (AFF)coreStrategic or Co-development Partner · 1 January 2012MOBY launched the Afghan Premier League in 2012 in partnership with the Afghan Football Federation and other prominent stakeholders. The partnership has conducted five seasons of Afghanistan's first professional football league.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• beIN Media Group: Qatar-based global sports and entertainment media operator with beIN Sports channels covering MENA and beyond. Comparable as a sports-anchored MENA broadcaster with sponsorship-driven monetisation, similar to MOBY's APL model.
• Al Jazeera Media Network: Qatar-based pan-Arab and international news/broadcast network operating multiple TV channels and digital platforms targeting MENA and global audiences. Directly comparable as a mission-driven, multi-language broadcaster in the same frontier/emerging markets MOBY serves.
• MBC Group: Largest privately-owned pan-Arab free-to-air broadcaster with multiple channels (MBC1, MBC4, etc.) plus Shahid streaming. Comparable as a multi-channel, multi-platform MENA broadcaster monetising via advertising and sponsorships across the same regional advertisers.

Broad incumbents

• Rotana (Arab Media Group): Pan-Arab music, film, and TV entertainment group with free-to-air channels and the largest Arabic music catalogue. Comparable as a regional entertainment/media incumbent overlapping MOBY's music (Barbud), TV, and production verticals in MENA.
• TV5MONDE: Francophone global TV network broadcasting into Africa, the Middle East, and Asia. Comparable as a multi-region, multi-language broadcaster serving non-Anglophone emerging markets with locally-tailored content.
• Discovery / Warner Bros. Discovery (EMEA): Global media major operating factual and entertainment channels across EMEA and emerging markets. Comparable as a large incumbent channel portfolio distributing international content into MENA/Africa, partially overlapping TOLO/Kana's programming strategy.

Emerging players

• TRACE TV: International music and entertainment channel group focused on Africa, the Caribbean, and emerging markets. Comparable as a niche multi-territory broadcaster monetising youth culture content in similar frontier markets to MOBY.
• Viacom18 / Network18: India-based multi-language broadcaster and digital media operator. Comparable as an emerging-market multi-language, multi-platform media group with TV channels, production, and digital ambitions in adjacent geographies (India) where MOBY planned expansion.
• Zee Entertainment Enterprises: India-headquartered multi-language TV network and digital media company with global South Asian reach. Comparable as an emerging-market broadcast and content production group expanding into MENA/Africa diaspora and digital.
• Shahid (MBC Group streaming): Leading Arabic OTT streaming platform operated by MBC Group. Comparable as a digital-first MENA video platform targeting the same youth/mobile audience MOBY's VICE partnership addresses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MOBYgroup_HQ
• YouTubeyoutube.com/user/ToloTV
• Facebookfacebook.com/mobygroup
• LinkedInlinkedin.com/company/762040

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MOBY Group