Arabic media industry ready for international exposure, Abu Dhabi expert says

“We might not be ‘Hollywood’ or ‘Bollywood’ yet, but we are open to different cultures and our media industry is growing rapidly,” Noura Al Kaabi, chief executive of twofour54 says. Courtesy twofour54

ABU DHABI // The Arabic entertainment industry is undergoing a major growth, the head of an Abu Dhabi-based media company said in France this week.

“We might not be ‘Hollywood’ or ‘Bollywood’ yet, but we are open to different cultures and our media industry is growing rapidly,” Noura Al Kaabi, chief executive of twofour54 said.

Ms Al Kaabi was a panellist at Mipcom 2013 in Cannes, alongside industry experts and international entertainment bosses.

“There are more than 300 million Arabic speakers eager for content that reflects Arab identity and culture and that matches the quality of content that can be found on international channels,” she said.

She indicated that more must be done to encourage women to enter all parts of the entertainment sector, not just in front of the camera, but behind the scenes as well.

Twofour54, provides training, production facilities and funding support to local and international film and TV producers. It tries to promote Emirati talent and expertise.

The importance of online platforms was a major topic at the event, hailed as a key driver of new content.

“Google and Apple TV give audiences audio, video, and photo content, while Amazon and Netflix promise easy-to-use, high quality, smart and interactive TV. This revolutionary TV experience will take us to a whole new world,” Ms Al Kaabi said.

She spoke alongside British actress Emily Mortimer, Nancy Dubuc, the president and chief executive of A&E Networks and Roma Khanna, MGM Television Group and Digital president, at the “Women in Global Entertainment Power Lunch”.

Mipcom is an annual content marketing event that takes place in the French city and brings together television producers, buyers, and content creators and allows them to discuss trends in the industry and create new contacts.