In a remarkable departure from the taboos governing sex in the Arab world, a fearless woman named Dr Heba Kotb isn't just talking sex, she's broadcasting her views on sex all across the Middle East. Judging from her excellent ratings, people seem to be eager to tune in.

The show is pretty conservative by Western standards. Dr Kotb only discusses sex between husbands and wives, and although topics such as masturbation are touched on (no pun intended), some topics are considered too risque - notably homosexuality, extra-marital affairs and pregnancy out-of-wedlock.

The show is called "The Big Talk" and it focuses on a sex-positive message - or as Dr Kotb describes it "sex without shame".

It's difficult to over-emphasis what a breakthrough this is in Arab media. It took Dr Kotb three years to negotiate her contract, and the show only went to air because she agreed to limit the discussion to marital sex that is Qur'an sanctioned. She does discuss internet sex but within the limits of the show's guidelines.

Recent appearances have seen her encouraging couples to have more sex. She has this advice for husbands ...

"You have to have foreplay with your wife and you have to have sex with her frequently, not just when you want to."

Dr Kotb has a degree in clinical sexology. In 2004 she earned a doctorate in human sexuality, clinical sexology and pastoral counseling from Maimonides University in Florida. When she first began to practice in Egypt she only had a trickle of clients but since the show aired she is booked for months in advance.

Middle Eastern sex taboos don't show any sign of relaxing. When a journalist attempted to get women on Cairo streets to volunteer opinions about the show, they refused to discuss it. Part of this may relate to the fact that Dr Kotb's work although public, is still highly subversive. She is an advocate for the rights of women, albeit a conservative one, and this alone challenges the views of traditionalists some of whom are deeply offended by her show. The views of one man who agreed to talk, reflect this traditional reserve ... "there is no reason to talk about sex on television. Our society doesn't need something like this."

After reading a cross-section of opinion on the show, I was disappointed that public discussion about sex in the Middle East is still viewed very much through the lens of religion. Of course, since it is the first show of its type in the Arab world featuring a female host, this is understandable to some degree. Although it encourages greater frankness on the subject of sex, the show does so within traditional limits. So while it is definitely a daring attempt to challenge Muslim taboos in the area of sex, it can hardly be characterized as 'liberated'.

I disagree with Dr Kotb's characterization of gay sexuality as "a disease". I'm not sure if this is meant to placate religious opinion in a region that is notoriously homophobic, and ensure the survival of the show, or if it is what she truly believes. Obviously her show wouldn't be on air at all if she was advocating on behalf of gays. But given the persecution many gay people experience in the Arab world, this type of characterization isn't helpful and I hope she will rethink her position. Most reputable health organizations concur that homosexuality is not a disease, including the APA - American Psychological Association.

Bottom line though, this new public candor on the subject of sex is truly revolutionary for a public broadcaster in the Middle East. Despite the complaints of some critics that Dr Kotb doesn't go far enough, just being there at all is further than a lot of people could even have imagined.