Satellite TV Branding Identity and its Impact on the Culture of the Saudi Viewer in the Light of Vision 2030

This study describes the crucial role that branding of Saudi satellite TV plays in shaping the perceptions and loyalty of the audience it serves. The research addresses a major question: how Saudi satellite channels have managed to preserve traditional Saudi cultural values while aligning with Vision 2030 and adopting digital innovation and global branding techniques to remain competitive and open to the world. By examining how branding identity in satellite TV affects the Saudi viewers' cultural orientations, this study came up with findings that can add well-timed contributions to the deliberations that focus on the impact of satellite TV branding and its impact on the cultural transition that is gaining momentum daily in the Kingdom.The study offers valuable insights for Saudi media organizations, policymakers, and cultural institutions seeking to balance global competitiveness with cultural heritage. Furthermore, the findings of this study can guide the media strategies aligned with Vision 2030’s goals of fostering a modern, diverse, and globally engaged society. Finally, the study underscores the key role of satellite television branding in shaping viewer loyalty as well as in influencing broader cultural transformations in Saudi Arabia. Received: 18 November 2025 /Accepted: 31 December 2025 /Published: January 2026