As an executive producer with over two decades of experience in the content production industry, I’ve had the privilege of working across borders, collaborating with teams from different countries, and witnessing first-hand the dynamic evolution of the industry on a global scale.
This international exposure has given me a unique vantage point when it comes to regional productions here in the Middle East, allowing me to apply global trends and learnings to our projects at Deja Vu.
But with that comes an awareness of the challenges our industry faces, and one of the most pressing challenges we need to address is the balancing act between timelines, budgets and output expectations.
In my years as a producer, I’ve seen the demands placed on content creators shift dramatically. Audiences today expect higher-quality content at a faster pace than ever before, driven largely by the explosion of digital platforms and streaming services. This has created an environment where the pressure to deliver cutting-edge, engaging content is constant.
However, these increasing expectations are not always matched by the necessary timelines or budgets.
This gap between what clients want, the time they’re willing to give, and the resources available is a challenge that we in the content production world grapple with every day.
Shift from looking outwards to inwards
One of the most exciting developments in the Middle East’s content industry over the past decade is the growing reliance on local talent. In the early years of the region’s production industry, we often looked outward for expertise, bringing in directors, cinematographers and editors from Europe, North America, or other established film industries.
This was a necessary step at the time, as the local infrastructure and talent pool were still developing, and we needed to learn from those with more experience. However, the last 10 years have seen a remarkable shift. The Middle East now boasts an ever-growing pool of homegrown talent – skilled filmmakers, writers, editors, and production crews who are not only meeting global standards but are also infusing their work with a distinct local flavour.
This is a massive leap forward, and it’s incredibly exciting to see the creativity and passion coming from young professionals in the region.
Global spotlight on the Middle East
An exciting development in recent years is that the world’s eyes are now firmly on the Middle East.
This region, which was once considered a secondary player in the global media landscape, has transformed into a creative hub, attracting the attention of international brands, celebrities and platforms. Some of the biggest names in the entertainment world are now endorsing products and events here, and the stakes have never been higher. This presents both a great opportunity and a significant challenge.
With global attention comes the pressure to continually raise the bar. The content we produce must be worthy of the celebrities and brands endorsing it, while also resonating with a global audience. The challenge here is not just to meet expectations, but to exceed them – to create content that stands out on the world stage, while still maintaining our regional identity and voice.
Pressure of timelines and budgets
With the growing global attention, the demand for quicker turnarounds has accelerated. In the past, it wasn’t unusual to have several months to execute a campaign or produce a film. Now, with the rapid pace of digital consumption and the endless content feed, deadlines have shrunk to weeks or even days. And while technology has made many aspects of production more efficient, it has also raised the bar for production value.
High-definition visuals, seamless editing and complex CGI are no longer optional – they’re expected. But the crux of the issue lies in the fact that while timelines have shortened, budgets often remain stagnant or, in some cases, are even shrinking. The tricky part is balancing this new reality with the expectations for top-tier quality. It’s a tightrope that requires careful navigation.
The more compressed the timeline, the more resources are needed to achieve the desired result – whether that’s in terms of crew size, overtime or post-production facilities.
At Deja Vu, we’ve always approached this challenge with a mindset of finding the optimum balance. We work diligently to understand our clients’ needs, offering solutions that respect their budgetary constraints while pushing the creative boundaries. But it’s not always easy.
Sometimes, the expectations from a project don’t align with the available resources. When that happens, it’s our responsibility to have an honest conversation with the client, guiding them toward decisions that ensure the final output doesn’t suffer in terms of quality.
A partner, not just a supplier
A growing trend I’ve noticed over recent years – and this is something that concerns me – is the decreasing sense of ownership some production companies take in the projects they work on. Too often, production houses are treated, or even treat themselves, as mere suppliers rather than true collaborators. In my view, this is a short-sighted approach.
Content production is a deeply collaborative process. For a project to succeed, everyone involved – from the client to the production team – needs to take equal ownership of the final product.
This approach, however, is becoming increasingly rare. Many companies now adopt a more transactional mindset, which can lead to a lack of creative ownership and, ultimately, weaker output. When you’re just fulfilling a contract, you lose sight of the bigger picture – the art of storytelling, the emotional resonance with the audience, and the pride in creating something truly memorable.
Optimism for the future
Despite these challenges, I am incredibly optimistic about the future of content production in the Middle East. Our industry has come a long way in the last decade. Regional productions are now standing shoulder-to-shoulder with global content, and the technical and creative expertise in the region is world-class.
There’s no doubt that the Middle East is on the cusp of becoming a major player in the global content landscape. The challenge of balancing timelines, budgets, and output is a tough one, but it’s not insurmountable. As long as we, as an industry, continue to nurture our young talent, push for creative ownership, and maintain a balanced approach to production, we will not only meet global standards but
exceed them.
The future of Middle Eastern content production is bright, and the only way is up. The world’s eyes are on us, and the expectations are high. It’s up to us to not only meet but surpass those expectations, all while ensuring that the next generation of Middle Eastern creatives is ready to step up and take the region’s content production industry to even greater heights.
By Manaswi Gosalia, Executive Producer, Deja Vu
