Broadcasting Change: An Australian Voice in Riyadh’s New Soundscape

Byron Cooke is no stranger to reinvention. A seasoned Australian broadcaster with an international footprint—from hosting major FM shows in Sydney and Melbourne to running his own station in California—Cooke now finds himself at the heart of Saudi Arabia’s shifting radio landscape. In 2024, he became host of The Byron Cooke Show on MBC LOUD FM, the country’s first English-language commercial pop station, launched to serve a growing, English-speaking audience.

Radio in Saudi Arabia began in the 1940s with Qur’anic recitations and state news. For decades, entertainment content remained limited, introduced slowly through Arabic music channels such as Rotana FM and Mix FM. English programming was rare, mostly confined to internal services like Aramco’s.

In this exclusive interview for SaudiTimes, Cooke explains why he left Australia for Riyadh, how he adapted to life in Saudi Arabia, and what it means to engage a cross-cultural audience in one of the Middle East’s most watched media markets.

Q: What Inspired Your Move From Australia to Saudi Arabia, and How Did You Navigate the Cultural and Professional Adjustments Upon Your Arrival?
A: I’ve always viewed radio—and life—from a global perspective. While I was born in Sydney, Australia, my dad’s side of the family is American. Early in my career, my second big city radio job after Sydney was in England at XFM London. I’ve been heard on some of Australia’s biggest commercial FM radio shows, but I’ve also spent a good amount of time in the U.S., where I ran my own alternative radio station in Northern California and worked with Indie 103.1 in Los Angeles. The idea of an international move wasn’t new to me.
When I heard that MBC GROUP, the largest and leading media organization in the Middle East and North Africa (MENA) region, had launched an English-speaking commercial pop station for the booming Saudi market, I knew I wanted to be involved. Australia continues to produce major radio shows with a strong local following, but the market has matured. Saudi Arabia, on the other hand, is expanding at a pace that’s difficult to describe to those who haven’t witnessed it. Local radio has a significant role to play, and to host one of the first big English-language radio shows here is a once-in-a-lifetime opportunity. So I left Australia and went all-in.
Since arriving almost a year ago, I have never thought of my experience as a cultural “adjustment.” I prefer the term cultural “adventure.” I came here with an open mind and a willingness to see things differently. It’s been one of the most rewarding and enjoyable times of my life. Yes, there are cultural and social differences that must be respected, but I’ve never felt restricted by them. Most Australian radio shows wouldn’t translate here, but I was never the “shock” type of presenter, so I’ve found my approach aligns well with this market.
Professionally, I’m fortunate to have the support of an incredible team led by Group Director of Audio Music and Radio, Ziad Hamza, and MBC LOUD Head of Content, Alexander Agishev. If anything, the biggest professional “adjustment” has been having more creative freedom than ever before. MBC has centered the show around my personality and backed me as the main player—these are welcome adjustments!

Q: Hosting The Byron Cooke Show on MBC LOUD FM, How Do You Craft Content That Resonates With Both Local Listeners and the Expatriate Community?
A: Hosting a live national radio show provides real-time feedback on almost everything we do. We interact with listeners by name and location for four hours every weekday morning. There’s been an element of trial and error—we’re pioneering a lot of this. Some topics take off, some don’t. The volume of live phone calls, DMs, and WhatsApp messages gives us a strong sense of what connects with our core audience.
Whether you’re an expat or an English-speaking Saudi, there are universal and relatable topics that bring us together. There are also major pop culture events that act as shared experiences, whether it’s what Cristiano Ronaldo is up to or the next big Riyadh Season event. Our job as a show is to tap into these common points of interest and keep the conversation engaging.

Q: Could You Share Your Personal Experiences Living in Riyadh, Highlighting Any Surprises or Challenges You’ve Encountered?
A: Living in Riyadh has been incredible. This is my first time living in the Middle East, and compared to my previous base in Melbourne, this truly feels like the center of the world. The idea of short weekend trips to places like Cairo or Istanbul still amazes me. It’s also easy to travel to Europe from here.
Within Riyadh itself, there’s a mix of authentic Saudi experiences and an ever-growing international influence. I love the balance. The sheer size of the city has surprised me—even knowing it was booming before I arrived, the pace of expansion is staggering. We are in the middle of something that will be looked back on for generations. And above all, Saudi hospitality is like nothing I’ve experienced anywhere else.

Q: How Would You Describe the Dynamics of the Expatriate Community in Saudi Arabia, and What Advice Would You Offer to Newcomers Aiming to Integrate Successfully?
A: I may be an expatriate by definition, but I don’t see myself as part of a separate “expatriate community” in Saudi Arabia. In my circles, there’s a genuine fusion—there’s no clear line between locals and expats.
For newcomers, I’d offer two pieces of advice. First, don’t live in a compound. I understand the appeal for families relocating with children, and there’s nothing wrong with it, but I wouldn’t (and don’t) live in a compound. The community where I live has welcomed me warmly, and there’s so much happening right at my doorstep—it’s a vibe, and it’s also much cheaper!
Second, learn some basic Arabic. Even at a very early stage, locals really appreciate it when you make the effort. At the same time, many Saudis enjoy practicing their English and see conversations with expats as a chance to improve their skills. It’s a great way to build connections.

Q: In Your View, How Does Media, Particularly Radio, Facilitate Cultural Exchange and Mutual Understanding Between Saudis and Expatriates?
A: As the host of the biggest English-speaking national radio show in Saudi Arabia, this is a central part of my job. MBC LOUD primarily targets the English-speaking expat market, and we rank number one in that segment nationwide. But an “expat” in Saudi could be from anywhere—Bangladesh, the Philippines, the U.S., or the UK. Add to that the English-speaking Saudi-born members of our audience, and we truly represent a cultural exchange every morning.
The key is to find what we all have in common. That could be anything from a relatable story about daily life in the Kingdom to the major developments shaping Vision 2030 and Riyadh Season. Radio is an incredibly powerful tool for building understanding across cultures.

Q: Reflecting on Your Journey, How Has Your Time in Saudi Arabia Influenced Your Growth, and What Aspirations Do You Have for the Future?
A: My first year in Saudi Arabia has proven that taking a leap into a vastly different culture doesn’t mean you’ll feel isolated or out of place. If you arrive with an open mind and heart, what you receive in return is beyond anything you could imagine. I have already met lifelong friends and feel an optimism and positive energy here unlike anywhere else. This experience has broadened my horizons even further and deepened my connection to this part of the world.
It’s still early in the journey, and my focus is long-term. We never know exactly what the future holds, but I believe a major daily radio show like mine has a real place in Saudi Arabia’s broader vision. I hope to continue playing my part and making the most meaningful contribution I can.

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