Television programming has continuously shaped the Egyptian national identity and the role of audiences.[1] In the 1960s and 1970s, Egyptian TV programming was largely tied to the nationalist and developmentalist agenda of the government under President Nasser.[12] Beginning the 1990s, TV programming witnessed a shift from developmentalist values – including social welfare and national progress – to capitalist values.[12] The discourse of national development was challenged by globalization as the Egyptian government began to espouse privatization and market reform.[12] Private corporations began to provide funds for the production of serials and advertisements, including but not limited to the salaries of stars, extravagant sets, props, and location shoots.[12] Competition between brands was encouraged and thus, commercials began gaining larger time slots on television that that granted to serials.[12] Instead of treating audiences as “citizens”, Egyptian media began to treat audiences as “consumers”.[12] Today, there are two ways through which consumerism relates to Egyptian melodramas: the first being the fascination with and admiration of actors and actresses – referred to as “stars” by viewers; and the second being television commercials.[12] In 2012, Egyptian television channels had more than 50 soap operas on offer, for a combined production cost estimated at a record 1.18 billion Egyptian pounds.[2]