At third Saudi Media Forum, experts discuss industry’s future

RIYADH: On the second day of the Saudi Media Forum, international speakers and creatives reflected on the industry’s future in the region. 

Dick Roberts​, executive vice president of entertainment studios at Allen Media Group, gave a masterclass titled “Straight from Hollywood!”

He elaborated on marketing from the Hollywood perspective, its importance, and how it is changing as we transition globally from broadcasting content to streaming it.

“To be invited to come to Saudi Arabia by the SBA (Saudi Broadcasting Authority) is a great honor, and it’s really special because everything in the Kingdom is new and there’s great opportunity and optimism here,” he told Arab News.

“It’s a very exciting time to be in our business, and it’s a very exciting time to be able to do our business now in Saudi.”

While Hollywood may be “jaded” and “pessimistic,” the Kingdom’s optimism is “infectious,” Roberts said. 

With over 40 years of experience in the media and film industries, both in Hollywood and parts of the Middle East, he advises aspiring local creatives to embrace their roots and place them as a central aspect within their work. 

“You’ve got an amazing history and culture that the world deserves to know better … That’s part of the cultural exchange that’s needed so badly in the world in general,” he said.  

Katerina Pshenitsyna, deputy CEO of business development at SMF Animation — one of Russia’s largest and oldest animation companies — spoke on the future of media and creating content for generations during her panel discussion.

“Lots of content we’ve produced is receiving a great response in the MENA (Middle East and North Africa) region because it’s based on traditional family values,” she told Arab News. “Our goal is to co-create a project with a local studio and local partner.” 

Pshenitsyna emphasized the importance of curating content that will uplift generations to come. 

“When you speak about the media and its future, we need to think about the message that the media conveys,” she said. “We have to be extremely careful and be very responsible.”

Tania El-Khoury, manager of YouTube partnerships in the MENA region, told Arab News: “It’s really exciting to be here. Saudi is one of our biggest markets on YouTube. We have incredible content coming from Saudi.” 

She said it is an important time to discuss the media industry, adding: “We have a voice and so much talent, and it’s very important for us to push this talent. By giving talks about how easy it is to get online and have a voice, it’s important for us to talk about important issues.”