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posted on Apr. 28, 2025 at 9:20 amApr 28, 2025

Role of strategic distribution in advancing new-age content

posted on Apr. 28, 2025 at 9:20 amApr 28, 2025

Dubai Media Inc's Manoj Mathew discusses how the MENA region's content trajectory towards global recognition promises encouraging prospects.

Manoj Abraham Mathew, Director – Dubai Studios, Dubai Media Inc, UAE

Manoj Abraham Mathew, Director – Dubai Studios, Dubai Media Inc, UAE

Today, the Middle East and North Africa (MENA) have grown in prominence in a globalised world that is undergoing dramatic shifts in the content space. The region’s vivid tales and timeless traditions appeal to audiences well beyond its borders.

By presenting us with stories that strike a balance between universal appeal and authenticity, MENA content creators are breaking new ground and changing the face of global content creation.

Two crucial components — regional storytelling and strategic distribution — are at the heart of this shift, serving as avenues for cultural representation, as well as artistic and commercial growth into global markets.
Cultural tapestry
The majority of MENA’s creati

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Tags:audience segmentation Capernaum City of Life Continuum content creative output cultural tapestry digital platforms Dubai Media Inc Dubai Studios Emirati films Manoj Abraham Mathew Manoj Mathew narratives news reports OTT storytelling strategic distribution UAE Wadjda

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.