MOBY Group

MOBY Group, also known as Moby Media Group, is a privately owned Afghan media and communications company headquartered in Kabul. It is described as Afghanistan's largest media company and operates a broad portfolio spanning television, radio, news, music, streaming, production, media distribution, talent management, print media, directories, advertising, information technology, and interactive voice-response services. The group has maintained a substantial presence in Afghanistan through a network of bureaus and has also conducted regional business from Dubai, with additional offices or operations reported in the United Arab Emirates, Pakistan, and Ethiopia. The company was established by Afghan-Australian entrepreneur Saad Mohseni after his return to Afghanistan in the early 2000s. Its early development benefited from United States government support and a financial investment from News Corporation, whose then-leader Rupert Murdoch was described as a personal associate of Mohseni. MOBY also developed a partnership with Voice of America in Afghanistan, and some of its broadcasting activities continued to receive United States government funding. These relationships helped the group build broadcast capacity in a market where independent national media infrastructure was limited. MOBY's best-known Afghan brands include TOLO TV, TOLOnews, Lemar TV, and Arman FM. TOLO became one of the country's most prominent television networks, while TOLOnews developed a national news profile. Lemar has focused on Pashto-language programming, and Arman FM operates in radio. The group has also been associated with entertainment and digital initiatives including Barbud Music, Kaboora, Toot, and the Darya streaming service. Its production and distribution activities support both internally produced programming and broader media-sector services. The group is organized into three broad divisions. Moby Media Group contains its broadcast, digital, production, distribution, talent, print, and directory businesses. Moby Technology Group includes Afghan ITT and 456, which operate in information technology and interactive voice-response services. Moby People Group includes Lapis, an advertising agency, and the AndeshaGah chain of internet cafés. This structure gives MOBY interests across content creation, audience distribution, advertising, technology, and public-facing media services rather than limiting it to a single television network. MOBY's role has also made it a target of political criticism and a participant in controversial public communications projects. In 2015, the Taliban characterized TOLO TV as a propaganda network. In 2016, Lapis received AU$1.6 million for promotional work on an anti-refugee film commissioned by Australia's Department of Immigration; the film was also broadcast on TOLO TV. The episode drew scrutiny because a commercial advertising and media group was involved in distributing government-commissioned messaging on a highly contentious migration issue. As of 2023, the group was reported to employ more than 1,200 people across 16 businesses. Its operating model combines domestic Afghan media brands with regional offices and technology and advertising activities. The available reference material does not establish a stock-market listing, a current ownership breakdown, consolidated financial statements, or a complete current executive roster beyond Saad Mohseni's role as founder and chief executive. Accordingly, MOBY is best characterized as an active, privately owned, diversified media group with a major Afghan broadcast presence and regional ambitions.

MOBY Group emerged from the expansion of independent media in Afghanistan after the fall of the Taliban regime and the rebuilding of national institutions in the early twenty-first century. Afghan-Australian entrepreneur Saad Mohseni returned to his native country in 2002 and founded the business that became Moby Media Group. The group's initial growth was supported by United States government start-up assistance and by a cash investment from News Corporation. Mohseni's relationship with Rupert Murdoch helped connect the Afghan venture to a major international media organization, while United States support and cooperation with Voice of America contributed to the development of broadcast capacity. The company built a portfolio of television, radio, news, and entertainment brands aimed at a national Afghan audience. TOLO TV became its best-known general television service, and TOLOnews established a dedicated news identity. Lemar TV served Pashto-speaking audiences, while Arman FM extended the group into radio. Through production, distribution, talent management, print media, and directories, MOBY developed capabilities beyond operating channels. The group also formed or acquired complementary businesses in advertising, technology, and public-access internet services. MOBY's corporate structure came to encompass three principal divisions. Moby Media Group covers broadcasting, news, digital services, production, distribution, talent, print, and directory activities. Moby Technology Group includes Afghan ITT and 456, associated with information technology and interactive voice-response services. Moby People Group includes Lapis, an advertising agency, and the AndeshaGah internet café chain. The structure reflects a vertically and horizontally diversified media model in which the company can create content, distribute it through its own channels, sell advertising, and provide related technology and audience services. The group also pursued regional activity outside Afghanistan. Its headquarters remained in Kabul, while Dubai served as a regional business location. Reference material reports offices or operations in the United Arab Emirates, Pakistan, and Ethiopia. Within Afghanistan, the company operated a large bureau network; descriptions of the group refer to 15 bureaus in addition to its Kabul base, and later reporting described 16 businesses and more than 1,200 employees as of 2023. The group's prominence brought political and reputational exposure. In 2015, the Taliban called TOLO TV a propaganda network, placing one of the country's most visible broadcasters within a broader conflict over media influence and legitimacy. In 2016, Lapis was paid AU$1.6 million for promotional work on an anti-refugee film commissioned by Australia's Department of Immigration. The film was also shown on TOLO TV. This became a significant controversy because it linked an Afghan media group's advertising and broadcasting infrastructure to a government-backed campaign concerning refugees and migration. MOBY's history is therefore defined by the combination of post-2001 Afghan media development, foreign institutional and commercial support, national television reach, and diversification into technology and advertising. The available source material confirms Saad Mohseni as founder and chief executive and describes the company as privately owned. It does not provide a complete chronology of incorporation, a detailed ownership table, audited financial results, or a full list of current and former executives. The group's current legal and operating position should consequently be verified against up-to-date corporate or regulatory records.

1. 2023Group reported to employ more than 1,200 people

   Reference material described MOBY as operating 16 businesses and employing more than 1,200 staff across its activities.

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2. 2016Lapis promotion controversy

   MOBY subsidiary Lapis received AU$1.6 million for promoting an Australian government-commissioned anti-refugee film, which was also broadcast on TOLO TV.

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3. 2015TOLO TV is denounced by the Taliban

   The Taliban labeled TOLO TV a propaganda network, highlighting the political risks attached to MOBY's national broadcasting presence.

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4. 2002Saad Mohseni returns to Afghanistan

   Afghan-Australian entrepreneur Saad Mohseni returned to Afghanistan, preceding the establishment and expansion of the media business that became MOBY Group.

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A large, diversified Afghan media platform combining mass-market television and radio with news, digital entertainment, production, advertising, and technology services.

• TOLO TVTelevision broadcasting

  TOLO TV is MOBY's flagship Afghan television brand and one of the group's most visible mass-market broadcasting services. It has carried general entertainment and other programming and has served as an important distribution outlet for MOBY-produced or acquired content. Its prominence has also made it a focus of political criticism, including the Taliban's 2015 description of the channel as a propaganda network.

• TOLOnewsNews broadcasting

  TOLOnews is MOBY's dedicated news brand, providing Afghan news programming through the group's broadcast and media infrastructure. It forms part of the company's national information and current-affairs presence and complements the broader programming portfolio of TOLO TV.

• Lemar TVTelevision broadcasting

  Lemar TV is a MOBY television brand associated with Pashto-language broadcasting. It extends the group's reach to Pashto-speaking audiences and contributes to MOBY's multilingual national media portfolio alongside its Dari- and other audience-oriented services.

• Arman FMRadio broadcasting

  Arman FM is MOBY's radio broadcasting brand, adding an audio platform to the group's television, news, and digital operations.

• DaryaStreaming

  Darya is a streaming service within MOBY's media portfolio. It represents the group's move beyond conventional linear television toward on-demand or digitally distributed content, although the available reference material does not specify its catalog, launch date, or current reach.

• LapisAdvertising and communications

  Lapis is an advertising agency in MOBY People Group. It provides the group with advertising and communications capabilities and has undertaken externally commissioned promotional work. In 2016, Lapis was paid AU$1.6 million to promote an Australian government-commissioned anti-refugee film.

• Afghan ITTInformation technology

  Afghan ITT is part of Moby Technology Group and operates in the information-technology services area. The available source material identifies it as a group business but does not provide a detailed product catalog or description of its principal customers.

• 456Interactive technology

  456 is a Moby Technology Group business associated with information technology and interactive voice-response services. Specific products, markets, and launch chronology are not established in the available reference material.

• AndeshaGahInternet café

  AndeshaGah is an internet café chain included in Moby People Group. It represents MOBY's participation in public internet access and consumer-facing digital services in addition to its media distribution activities.

• 2016Promotion of an Australian anti-refugee film

  Australia · Afghanistan

  Lapis, MOBY's advertising subsidiary, was contracted to promote an anti-refugee film commissioned by Australia's Department of Immigration. The film was also broadcast on TOLO TV, connecting the campaign to MOBY's Afghan television audience.

  Outcome. The campaign became controversial because it involved government-commissioned migration messaging and was distributed through a prominent Afghan media group. The available source does not establish any subsequent regulatory penalty or formal corrective action.

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• 2016Undertaking promotion and broadcast of an Australian government-commissioned filmOther

  Lapis was engaged to promote an anti-refugee film commissioned by Australia's Department of Immigration, while TOLO TV also broadcast the film.

  What changed. MOBY's advertising and television businesses participated in distributing and promoting the film.

  Aftermath. The arrangement became a reputational controversy. No verified information in the supplied material establishes a later fine, lawsuit, or change in corporate policy.

  Payment to Lapis. AU$1.6 million (2016)

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• 2016Lapis anti-refugee film promotionControversy

  MOBY subsidiary Lapis received AU$1.6 million for promoting an anti-refugee film commissioned by Australia's Department of Immigration, and the film was broadcast on TOLO TV. The arrangement attracted scrutiny over the use of commercial media channels for government-backed political messaging.

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1. Moby Media Group