Cairo, Egypt (CNN) -- In Egypt, television is a big deal. This is especially true during Ramadan, when networks spend an estimated $140 million on TV programming -- a sum nearly matched by what's spent on advertising. "Ramadan is still the biggest TV season. It's the Super Bowl of Arab TV, except that it goes for an entire month," explains Joseph Fahim, a prominent, Cairo-based film critic. It used to be that the plotlines for the myriad soaps and commercials that aired during Ramadan adhered to similar clichÃ©s: Family, unity, community, charity. Lately, with the region in upheaval, Ramadan television has acquired a distinct edge.
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Ramadan is the most lucrative TV season in Egypt.
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TV networks spend $140 million on programming over the holy month
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Lately, dramas and commercials have become more experimental with content
Many are taking advantage of @placeholder's more experimental approach to subject matter during the holy month.