Fusing culture with modern production for MENA's dynamic media landscape
The media landscape in the Middle East and North Africa (MENA) is undergoing a dynamic transformation that feels personal to me. The reason I entered this industry was to modernise communication while honouring our traditions.
Imagine two films – one Eastern, one Western – each with its own language and style. Now picture merging them into a single production that speaks a universal creative language, combining the richness of Eastern storytelling with the polish of Western production.
The result is powerful, where cultural heritage meets modern techniques. Today, this fusion of culture and modern production isn't just a creative experiment; it has become a cornerstone of MENA's booming media scene.
Across news, television, digital content, film and gaming, MENA's media ecosystem is buzzing with creativity and innovation. The region's media and entertainment market is projected to reach $60bn by 2028. A young, digitally savvy population is driving demand on new platforms from TikTok to streaming services.
In the Gulf, high internet and mobile adoption means countries are poised to lead tech-driven media innovation. Yet even as new tools and formats emerge, our strong heritage of oral storytelling reminds us that human connection remains at the heart of content. Technology is opening new doors, but culture and emotion still drive engagement.
Bridging the East and the West in production
One exciting trend in this evolution is the convergence of East and West in content creation.
At On The Way Media Agency (OTW), our team's mix of cultures enables us to integrate Western styles with Eastern nuances, crafting strategies that resonate globally while honoring local sensibilities. We're not alone in this approach.
Across MENA, agencies are blending global expertise with local insight because integrating local traditions into modern productions is essential. Content that fuses regional insight with international best practices truly speaks to MENA audiences. Embracing cultural diversity in production leads to more original and impactful media.
The real star of any production remains the human element the relatable characters, emotions, and culturally resonant moments that no algorithm can replicate.
Using modern tools with a traditional soul
Amid the race to adopt high-end techniques from cinematic visuals and special effects to virtual reality and artificial intelligence, creators in MENA are learning to keep the soul in the story.
It's tempting to chase every new tech trend, but true success comes from using these tools to amplify our narratives, not overshadow them.
AI, for example, can streamline workflows or provide data insights, but it should amplify our core ideas, not replace human creativity. It must also preserve the authentic voice that audiences connect with. The real star of any production remains the human element the relatable characters, emotions, and culturally resonant moments that no algorithm can replicate.
Audiences agree: slick production means little if the content ignores culture.
Today's viewers demand authenticity and reward content that stays true to local culture while also embracing global ideas. The recent surge of high-quality Arabic series and films on streaming platforms proves this point now that audiences can enjoy stories in their own language with world-class production, they are responding with enthusiasm. 'Audiences are craving authenticity… now that we see Arabic content with high production value, people are leaning in,' observed Emirati filmmaker Nayla Al Khaja.
In short, modern techniques can deliver polish and spectacle, but it's the culturally authentic touch that truly captivates.
The MENA media landscape: A new era of culturally rich storytelling
All signs indicate we've entered a new era of culturally rich storytelling in MENA, powered by cutting-edge production. The region is increasingly seen as both a growth market and a cultural powerhouse, full of stories that resonate far beyond its borders. As someone straddling eastern and western creative worlds, I find this evolution exhilarating – it proves that tradition and innovation can co-create spectacular content.
Going forward, we must maintain this balance. We should continue encouraging cross-cultural collaborations and nurture local talent, so that creators who understand their audiences have the support to shine globally. As we embrace new technologies like AI, we must remember they are just instruments human creativity, emotion, and cultural wisdom are the conductors that give any production life.
In the end, MENA's evolving media landscape is a story of fusion a fusion of past and future, of tradition and technology, of regional heart and global vision. By staying true to who we are while innovating, we are building a media industry as vibrant and diverse as the people it represents. That is the real magic: East and West meeting not in opposition, but in harmony, speaking one language the language of storytelling.
By: Abbas Al-Hazeem, CEO of On The Way Media Agency.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
5 days ago
- Campaign ME
Why podcasting is gaining ground in MENA marketing
For years, brands in MENA have spoken at audiences; through TV, digital, outdoor, and with the right message, the right timing, and the right data. But what happens when people stop trusting the voice of the brand and start craving something real? Something unfiltered? That's where audio enters the chat. Something about this lo-fi medium seems to spark authenticity…something about stripping away the layers of overly scripted content, and returning back to the most base of human activities, the lost art of conversation, seems to bring with it that much sought after relatability and emotion – something real. We're in an era of algorithm fatigue. Consumers are exhausted by relentless performance marketing and endless short-form content optimised for clicks, not connection. In contrast, podcasts feel like an antidote: slower, more intimate, and deeply human. They let brands build trust over time, not impressions overnight. You can see this even when it comes to podcasting analytics and metrics, they're not yet at the stage where there's a million metrics to choose from. Your success is measured almost entirely in how many people listened to you. Podcasting is honest, and honestly is refreshing. Think: a founder telling the origin story in their own words, patchworking together an audio journey through out-loud musings, candid conversations, city soundscapes and subway thoughts, like Alex Blumberg did when he captivated a massive audience with Start-Up – a very meta podcast about the creation of his podcasting network, Gimlet Media. For me and many others, we were absolutely on this journey with Alex. Going with him to meetings with venture capitalists, practicing his pitches with him, feeling the pains of rejection and frantically celebrating the joys of success. And that for me, was one of those real turning points in how I understand the power of content – as both a creator and a consumer. Podcasting in MENA is not just growing, it's maturing. We're seeing a distinct shift from expat-led shows and repurposed Western formats to locally-rooted narratives told in Arabic, Khaleeji, and regional dialects. And that's not just a creative evolution … It's an opportunity. Local listeners gravitate toward voices that sound like them, talk like them, and reflect their reality. What works? Relatability. Relevance. Respect for nuance. The tone doesn't need to be overly slick, it needs to be honest. A host navigating topics like ambition, identity, or even mental health with empathy and zero artifice, but with a deeply resonating cultural tone that makes the listeners of our region feel themselves in turn, heard. These are the shows that drive repeat listens, cult followings, and long-term brand loyalty, so we could maybe have our own regional success story like Gimlet Media that eventually sells to Spotify too. For brands looking to enter the space, the playbook is evolving. It's no longer about shoehorning a 30-second audio ad into a podcast's intro. It's about integration and alignment. Co-creating branded content that audiences actually want to spend time with. Think series sponsorships where brand and theme align naturally, or even white-label podcast productions that don't scream 'ad' but whisper 'we get you'. What makes podcasting special is the sacredness of the format. You're not fighting for 1.5 seconds of attention. You're being invited into someone's commute, kitchen, or evening walk. That's a privilege. And with that comes responsibility. If you're a brand, ask yourself: Are we adding value to the conversation? Are we bringing new perspectives, new voices, or new utility to this audience? Or are we just trying to talk louder? Have we earned our space in this busy person's life? The best podcast partnerships are built on shared values, not vanity metrics. Listen-through rates, completion stats, and episode drop-offs are all useful, but don't discount the less measurable impacts: brand warmth, cultural relevance, and becoming part of a weekly ritual. As podcasting continues to evolve in MENA, the real opportunity lies in leaning into what makes audio so compelling: voice, vulnerability, and the ability to sit with an idea, and not just scroll past it. Audio listeners have a longer breath, they can listen to you, truly listen to you, if you captivate them. If brands are willing to relinquish a bit of control, to speak with people instead of at them, they may find something surprising: an audience that not only listens, but believes. Because in a world of noise, the most powerful thing a brand can do is not just sound like a human, but to fully lean into their humanity, their values, and strengthen their connection with their audience by reviving the humble and undervalued art of conversation. By Tala Mukaddam, Business Lead, Brand & Podcasts, Create.
Web Release
5 days ago
- Web Release
LOONA's New Elegant Set Dinner men
Loona, at Vida Downtown Residences, introduces its new set menu 'Loona Russa', a bold reimagining of Italian-inspired cuisine infused with finest Russian ingredients. Available daily from 3pm to 9pm, the set menu features refined starters like Eastern scallops, wagyu dumplings, and crab with morels, followed by indulgent mains such as the signature caviar pizza and slow-cooked beef ribs. Elegant desserts include honey cakes, sesame chestnut candies, and pomegranate sorbet. Curated by Chef Artem Losev and Chef Vitaly Istomin, this experience blends artistry, technique, and cosy charm of Downtown Dubai.
Campaign ME
7 days ago
- Campaign ME
Fusing culture with modern production for MENA's dynamic media landscape
The media landscape in the Middle East and North Africa (MENA) is undergoing a dynamic transformation that feels personal to me. The reason I entered this industry was to modernise communication while honouring our traditions. Imagine two films – one Eastern, one Western – each with its own language and style. Now picture merging them into a single production that speaks a universal creative language, combining the richness of Eastern storytelling with the polish of Western production. The result is powerful, where cultural heritage meets modern techniques. Today, this fusion of culture and modern production isn't just a creative experiment; it has become a cornerstone of MENA's booming media scene. Across news, television, digital content, film and gaming, MENA's media ecosystem is buzzing with creativity and innovation. The region's media and entertainment market is projected to reach $60bn by 2028. A young, digitally savvy population is driving demand on new platforms from TikTok to streaming services. In the Gulf, high internet and mobile adoption means countries are poised to lead tech-driven media innovation. Yet even as new tools and formats emerge, our strong heritage of oral storytelling reminds us that human connection remains at the heart of content. Technology is opening new doors, but culture and emotion still drive engagement. Bridging the East and the West in production One exciting trend in this evolution is the convergence of East and West in content creation. At On The Way Media Agency (OTW), our team's mix of cultures enables us to integrate Western styles with Eastern nuances, crafting strategies that resonate globally while honoring local sensibilities. We're not alone in this approach. Across MENA, agencies are blending global expertise with local insight because integrating local traditions into modern productions is essential. Content that fuses regional insight with international best practices truly speaks to MENA audiences. Embracing cultural diversity in production leads to more original and impactful media. The real star of any production remains the human element the relatable characters, emotions, and culturally resonant moments that no algorithm can replicate. Using modern tools with a traditional soul Amid the race to adopt high-end techniques from cinematic visuals and special effects to virtual reality and artificial intelligence, creators in MENA are learning to keep the soul in the story. It's tempting to chase every new tech trend, but true success comes from using these tools to amplify our narratives, not overshadow them. AI, for example, can streamline workflows or provide data insights, but it should amplify our core ideas, not replace human creativity. It must also preserve the authentic voice that audiences connect with. The real star of any production remains the human element the relatable characters, emotions, and culturally resonant moments that no algorithm can replicate. Audiences agree: slick production means little if the content ignores culture. Today's viewers demand authenticity and reward content that stays true to local culture while also embracing global ideas. The recent surge of high-quality Arabic series and films on streaming platforms proves this point now that audiences can enjoy stories in their own language with world-class production, they are responding with enthusiasm. 'Audiences are craving authenticity… now that we see Arabic content with high production value, people are leaning in,' observed Emirati filmmaker Nayla Al Khaja. In short, modern techniques can deliver polish and spectacle, but it's the culturally authentic touch that truly captivates. The MENA media landscape: A new era of culturally rich storytelling All signs indicate we've entered a new era of culturally rich storytelling in MENA, powered by cutting-edge production. The region is increasingly seen as both a growth market and a cultural powerhouse, full of stories that resonate far beyond its borders. As someone straddling eastern and western creative worlds, I find this evolution exhilarating – it proves that tradition and innovation can co-create spectacular content. Going forward, we must maintain this balance. We should continue encouraging cross-cultural collaborations and nurture local talent, so that creators who understand their audiences have the support to shine globally. As we embrace new technologies like AI, we must remember they are just instruments human creativity, emotion, and cultural wisdom are the conductors that give any production life. In the end, MENA's evolving media landscape is a story of fusion a fusion of past and future, of tradition and technology, of regional heart and global vision. By staying true to who we are while innovating, we are building a media industry as vibrant and diverse as the people it represents. That is the real magic: East and West meeting not in opposition, but in harmony, speaking one language the language of storytelling. By: Abbas Al-Hazeem, CEO of On The Way Media Agency.
