Production house World Edge’s Makram Fata shares a snapshot from the production industry, including the need to adapt traditional production processes to new digital trends and the shift to shorter content formats.
What are production houses focusing on to stand above the rest in a competitive market?
Future-proofing the production process. Let me explain: In our digital age, where social media is king, we’ve identified the need to expand beyond traditional production and offer comprehensive services, adapting to new market and industry demands. Our priority is crafting engaging narratives that resonate with audiences, especially on online platforms where engagement metrics are crucial.
What are the main challenges that need to be addressed in the industry?
The primary challenge is reimagining the production process in the age of AI, new technologies and social media. While these tools are powerful, human creativity and insights remain irreplaceable, providing a unique edge for original content. We recognise that, without transformation, companies like ours risk becoming
industry dinosaurs.
What measures are being taken to ensure that the content produced resonates with respective audiences in such a fast-paced world of evolving demands?
Today’s content needs to be produced for new formats and screens. Film durations have changed, attention spans have shortened, and people want something original. We focus on creating content for these new formats, recognising these shifts in viewer behaviour. Additionally, we educate our clients, taking their ideas, values, and concepts, and adapting and optimising them for this fast-paced, evolving digital landscape.
Has the growing focus on the localisation of content production influenced production strategies considerably?
Absolutely. As a Saudi hybrid production powerhouse, we understand the importance of localisation. It’s crucial to produce content that reflects our culture’s richness and resonates with our audience. This understanding significantly influences our production strategies. By doing so, we not only meet the expectations of our local audience but also showcase the unique aspects of our culture to a broader, global audience.
By Makram Fata, Managing Director, World Edge.
