The series, previously to be called Action in Hurghada, has now been renamed Shatti Al Ahlam (Beach of Dreams) although the substance of the proposed series remains the same. It may develop into a diluted version of its racier US relative, but it will still focus upon sun, sea, action and romance. Nagi William, media advisor for Propaganda International, the production company responsible for the 45-minute episodes, told the Cairo Times that American actor Sylvester Stallone will be participating in the September castings-cum-beauty contest at the resort of El Gouna near Hurghada on the Red Sea. In addition, he claims that Hollywood has agreed to distribute the series and therefore promote valuable relations between the Egyptian film industry and the American movie giants. "Key Hollywood players, both actors and production professionals, will attend the casting competition," he stated, although failing to mention anyone specific. The El Gouna event, known as the "Superstars Festival," will seek seven girls and three boys from the Arab world who will star in the series.

News of the production has sparked widespread criticism of the objectives behind its creation as well as its approach to issues that are sensitive in Egypt, such as on-screen nudity and the moral standards of actresses from the region.

"I loved Baywatch and decided it was a good vehicle to promote many things in modern Egypt, to show beautiful beaches and the reefs, our underwater treasures," Youssef Mansour, the producer, kung fu film star, and lead actor in the new show, told Reuters. Never mind ancient civilizations and historical treasures–the future of Egypt lies in its ability to promote a new face to revive wilting tourism and an unfavorable international image, believes Mansour.

"The foreign view is that there is nothing but war and killing in the Middle East," coupled with an image of people riding camels, said Mansour. Douglas Nash, the marketing and public relations manager for PADI International, the diving company that is sponsoring the production, confirmed this image, saying, "People do not know enough about countries like Egypt, they see the region as one entity."

The gradual spread of news of the series, its timing and the reaction it has produced, is by no means incidental, according to some in Egypt’s media world. "Obviously it is attempting to make people turn away from what is happening in the region at the moment and focus on something jolly and amusing," stated actor Amr Waked. Such national policies of distraction are the oldest tricks in the book for any country facing domestic problems, suggests Waked, and when they involve the promise of beautiful women wearing swimming costumes in 45-minute episodes, it could well be effective in turning heads away from political and economic realities.

But the timing is more than just a means of distraction and entertainment. In light of the US-led war in Iraq, this is a poignant time to be choosing to emulate American culture, according to Waked. "They are promoting something that attempts to close the gap between our cultures, but it is more than a gap–it is a gulf that cannot possibly be closed," he said. "It is a kind of treachery to be openly promoting the worst of American culture so soon after the war." Waked also highlighted the waste of important financial resources that could be used to promote so many more significant aspects of the region.

The nature of the credentials required by the casting procedure have already come up against considerable criticism. So far, the candidates that have been championed by the producer have not been from Egypt, but from Lebanon and Syria. Renowned for more liberal attitudes, the popularity of Lebanese candidates has made the selection criteria for the castings clear. "In this case it seems that partial nudity is required and Lebanese actresses are more prepared to accept these kind of roles," said Muhammed Islam, a media pundit and TV presenter. "As well as this, it will be difficult to find the level of fitness needed for the roles among Egyptian women," he added. Comparing beach and fitness culture in Los Angeles to approaches in Egypt is just one of the many paradoxes of the planned production.

Officially set to take place in September, casting has begun informally. One recruit, called in to assist with the selection process, quit after one day. Preferring to remain anonymous, he told the Cairo Times, "I realized after the first day what they were looking for. They completely rejected my recommendations and it emerged that all they wanted was porn-style beach babes."

Subsequent to a recent wave of conservatism that has lead to many well-known Egyptian actresses such as Abeer Sabry and Ghada Adel to adopt the veil, it seems unlikely that hordes of Egyptian women will be vying for their place in the series in the hope of following in the footsteps of international pin-up Pamela Anderson of the US series.

In Egypt, the popular teachings of moderate new sheikhs such as Amr Khaled have encouraged actors to be selective about the work they take. Khaled told young actor Ahmad Al Fishawi, the son of famous veteran actor, Farouq Al Fishawi, not to quit acting but instead to think seriously about the kind of work he wants to present. In any case, most of those well established in Egyptian acting circles are staying clear of the kind of roles required for Shatti Al Ahlam, not wanting to be associated with "unclean" productions and therefore jeopardize their reputations and career prospects.

"Even in the West, Baywatch is looked down upon as a mere commercialization of the bodies of women, the series has no artistic or cultural value," Egyptian feminist writer and activist Sahar Al Mougy told Islam Online. She believes that rather than being any kind of significant step for actresses in the Middle East, instead it is a case of adopting the worst of the West.

Despite the dim light in which the US Baywatch was perceived by critics and discerning viewers, in its heyday it became one of the most popular programs across the world. This has been explained by its reliance on visual rather than linguistic action. With growing international fame, came considerable financial success, regardless of the lightweight substance of the show.

While the media world in Egypt seethes with a mixture of distaste and shocked delight, Youssef Mansour is eagerly seeking Arab and international satellite channels where he can lighten up the image of the Middle East and broadcast his portrayal of fun and frolics at the Egyptian seaside.

Photograph by AFP

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