Media
From The Report: Abu Dhabi 2017
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The media sector in Abu Dhabi looks set for continued growth as ongoing efforts to attract major international companies to twofour54, the emirate’s dedicated media free zone, continue to bear fruit. Expansion efforts are underpinned by the rollout of the physical infrastructure required to support the sustainable growth of the sector, as well as the numerous initiatives in place to foster the emergence of a local talent base. Meanwhile, the international partnerships forged by media players in recent years will ensure that the aims outlined in the Abu Dhabi Plan to cement the emirate’s reputation as a prominent media hub in the region are met. Looking ahead, the continued migration of media away from print towards online resources has resulted in a corresponding shift in advertising revenue streams, and although the MENA region has historically lagged behind in this regard, the GGC is now looking forward to a significant growth in digital advertisement spend.

This chapter contains an interview with Maryam AlMheiri, CEO, twofour54.

Articles from this Chapter

Overview

Two thumbs up: Investment in a media free zone has led to numerous international partnerships
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The media sector in Abu Dhabi looks set for continued growth as ongoing efforts to attract major international companies to twofour54, the emirate’s dedicated media free zone, continue to bear fruit. Expansion efforts are underpinned by the rollout of the physical infrastructure required to support the sustainable growth of the sector, as well as the numerous initiatives in place to foster the emergence of a local talent base. Meanwhile, the international partnerships forged by media players…

Interview

A Star-studded strategy: Maryam AlMheiri, CEO, twofour54, on growing the domestic production industry and fostering new talent
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Interview: Maryam AlMheiri How successful is the cash-back rebate system? MARYAM ALMHEIRI: The rebate has been tremendously successful as a tool to evolve all aspects of the industry. It has made Abu Dhabi a transparent production destination that allows producers internationally to benchmark it against other territories. It has also enabled us to build strong relationships with key decision-makers across the sectors. From an economic view, we know from analysis by PwC that for every dirham invested…