Diversification is rampant, but the production industry is lacking potency, argues Rita El Hachem, executive producer at Joy Films Middle East
“You can boil the humble egg, fry it, poach it, scramble it, you can make an omelette out of it or make it rise into a magni-ficent soufflé. Same ingredients, just a different process, changing the chemistry.
The communication industry is changing all over the world and many are trying to predict what it is changing into. Digital, social, viral… the truth is that what is really changing is not the format. We are seeing the evolution of media com-panies from media buyers and planners to communication developers who really know where and how to
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