HIBAPRESS – Casablanca
Since Adel Cherkaoui took over as Program Director at the Second Channel "2M", the channel has strengthened its position as the first television destination for Moroccans. It has succeeded in achieving unprecedented viewership figures, thanks to a programming vision that combined drama close to society, mass entertainment, and a strong digital presence, in a time of intense competition with platforms and satellite channels.
The Ramadan 2026 season was the most prominent manifestation of this success. From the first day, "2M" captured 42.4 percent of prime-time viewership share, an increase of 6.4 points compared to last year. Its viewership share throughout the day also reached 31.8 percent, an increase of 1.8 points compared to 2025.
The channel's dramatic productions took center stage remarkably. The first episode of the third season of "Banat Lalla Mnana" was watched by over 12 million and 142 thousand viewers, with a share of 47.8 percent. Meanwhile, the series "Yawmiat Mahjouba w Tibariya" attracted 10 million and 372 thousand viewers, with a share of nearly 49.6 percent.
The success was not limited to one program but encompassed the entire network. "Hakayat Chana" was watched by nearly 9 million and 983 thousand viewers, and the series "Hadik Hayati" was watched by 8 million and 658 thousand viewers. The channel also maintained its superiority in the second part of the evening programming, with "Liali Taouil" gathering 5 million and 845 thousand viewers.
This performance reflects Cherkaoui's focus on integration between the screen and the digital space. "2M"'s digital platforms achieved 8 million views in just 14 hours. This figure translates his long experience in marketing and digital media, and his success in attracting young audiences to the channel's content.
The excellence extended beyond the Ramadan season. In the summer of 2026, "2M" topped the list of most-watched national channels according to "Maroc Metrie," thanks to the program "Al Najm Al Shaabi," which attracted about 5 million and 619 thousand viewers. This confirms the channel's ability to retain its audience during a period when viewership typically declines.
This success is based on a comprehensive career path that Cherkaoui spent entirely within the channel. He started in 2000 as head of the viewership statistics project, then moved to studies, and then held the position of Secretary-General of the News Directorate between 2006 and 2014. After that, he headed the Marketing Development department before leading the Marketing and Digital Directorate, then taking charge of programs.
Cherkaoui combines field experience with a solid academic background. He holds a bachelor's degree and an MBA in Business Administration from Al Akhawayn University in Ifrane. This makes him one of the few executives capable of blending the rigor of data analysis with a sense of television creativity, a formula that explains the success of his programming choices.
Between tangible results and a clear vision encapsulated by the phrase "2M Gathers Us," Adel Cherkaoui has proven himself to be the man of the hour at the helm of the Second Channel's programming. He has made programming a true lever for "2M"'s leadership and solidified its place in the hearts of millions of Moroccans with national productions that resemble them and tell their stories.
