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Power Essays 2022: Be where the content is – by MMS’ Ahmed Al Sahhaf

MMS’s CEO, Ahmed Al Sahhaf, delves into MBC’s consumer research to see who is consuming what programming, and on what platforms

As the new normal seems to settle our lives into a systematic pace, we are realising on a daily basis the irreversible changes the last few years had on the media and entertainment industry – especially the way people consume content.

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As a result, content is evolving to fit these new behaviours with new and diverse formats from platforms that currently exist in the market, giving brands multiple advertising opp


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