Is Malik Rebrab Aware? Cevital’s Communication Cell Undermines the Group’s Reputation with Unprofessional Conduct

✍️ BY: Dzair Tube

Dzair Tube Media Group Decries Disrespectful and Discriminatory Behavior by Cevital’s PR Officer, Calling for a Return to the Group’s Longstanding Tradition of Integrity and Transparency

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Algiers, Algeria | June 10th, 2025 — As one of Algeria’s most prominent and globally recognized economic powerhouses, Cevital has long been hailed as a national pillar of development and innovation. Its track record of positive economic contributions has earned it the respect of state authorities, civil society, and the international business community alike. The group’s founder remains a symbol of Algerian entrepreneurial success, and Cevital has consistently been showcased and honored by the highest state institutions, including the Presidency of the Republic.

Given this esteemed legacy, it is both baffling and deeply concerning that the group’s Communication Cell, headed by Ms. Samira Kebli, has engaged in behavior that starkly contradicts the principles of professionalism, equality, and transparency. This regrettable conduct has come to light through direct dealings with Dzair Tube, one of Algeria’s most reputable and widely followed media institutions — a media outlet known for its unwavering commitment to the country and its people.

Dzair Tube, which has played a key role in defending Algeria’s image nationally and internationally, approached Ms. Kebli to coordinate an advertising campaign. At first, the exchange appeared promising. Ms. Kebli offered verbal assurances that Dzair Tube would be duly included in Cevital’s advertising rollout. However, instead of following established corporate communication norms — such as official email correspondence supported by necessary documentation (technical sheets, audience metrics, accreditation certificates, etc.) — the Cevital PR officer chose to communicate via Telegram, a platform unfit for formal institutional interaction.

This raises serious questions about procedural irregularities and the criteria used for advertising allocation. When Dzair Tube pressed for clarification, Ms. Kebli responded that advertising was granted “b’mahabat el-khater” — a phrase loosely translating to “out of goodwill” or “as a favor.” Such terminology, especially coming from an official representative of Algeria’s largest private conglomerate, is not only unprofessional but utterly alarming. It implies a selective and arbitrary distribution of corporate advertising funds, which should otherwise follow clear, merit-based criteria rooted in audience reach and media performance.

Moreover, this incident is not an isolated occurrence. Other media platforms have similarly noted the Communication Cell’s lack of openness, absence of press releases, and a general failure to engage the national press in a constructive or equitable manner. This pattern of exclusionary behavior not only harms media institutions but erodes Cevital’s reputation as a fair and responsible economic actor. It echoes the very practices of favoritism and opacity that Algerians hoped to leave behind in the post-corruption era.

In the past, Cevital’s marketing and communications department was run by competent professionals who dealt with all media outlets — big or small — with the same degree of respect and institutional courtesy. The current deviation is both unacceptable and unsustainable.

For its part, Dzair Tube maintains that it has acted with full professionalism throughout. Despite the dismissive treatment, Dzair Tube upheld its part of the original verbal agreement by broadcasting Cevital’s ad campaign for nearly a month — free of charge — as a symbolic gesture, also “b’mahabat el-khater.” It now formally declares that it no longer requires promotional support from Cevital so long as Ms. Kebli remains in charge of media relations.

Dzair Tube categorically rejects any form of marginalization, humiliation, or arbitrary exclusion and reminds all stakeholders that digital media is a critical national asset, especially in the defense of Algeria’s image and interests. Cevital — as a leader in Algerian industry — bears a corresponding responsibility to engage with this sector in a transparent and respectful manner.

📡🌍 | About Dzair Tube Media Group | 🌍📡
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📰 Dzair Tube is a trailblazer in Algerian digital journalism, delivering high-quality content in Arabic, French, and English. With more than 📈 500,000 daily clicks, it ranks among the most influential media platforms in the country.

🏆 Awarded the President of the Republic’s Prize for Professional Journalist in the Electronic Press category (🗓 October 22, 2022), Dzair Tube is widely recognized for its editorial excellence and integrity.

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📰 Its print sports daily, “Dzair Sport,” enjoys over 50,000 daily downloads via the official website—further cementing the platform’s multimedia leadership.

🎖️ Honored with the Media Leadership Award by the former Minister of Communication, Mohamed Laâgab, and celebrated at the Hilals of the Television awards, Dzair Tube continues to lead with innovation, influence, and impact.

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