In 2009, Egyptian entrepreneur Ahmed Abu Haiba launches 4Shbab from Cairo, billing it as "Islam's Own MTV" and the world's first Islamic music channel. The pitch is entertainment without the sex and alcohol of mainstream Arab video culture, aimed at Muslim youth across Egypt, North Africa, and the Middle East, and funded in part by Saudi backers. The film follows the channel through its early momentum, awards, and press attention, then into the harder stretch: accusations from conservative critics that its content is itself unIslamic, the withdrawal of Saudi funding, and friction inside Abu Haiba's own staff over what the channel should be. Presenter Yasmine Mohsen, who wears the veil, becomes a flashpoint on her own, facing viewers who object to any woman appearing on screen at all. Abu Haiba is shown defending his channel on multiple fronts at once, trying to hold a middle position between Western-style pop television and the conservative audience he depends on. The channel's struggles become a case study in where that middle ground actually is.