23-06-2025
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.
