Abu dhabi: H.H. Sheikh Sultan bin Ahmed Al Qasimi, the Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council, marked the launch of "Madar Media," the new commercial and creative division of Sharjah Media City "Shams," on Wednesday morning. This initiative aims to bolster the development of creative content within the region.
According to Emirates News Agency, the launch event took place at Shams headquarters, where H.H. Sheikh Sultan bin Ahmed received a comprehensive briefing on Madar Media's strategic plans. These plans are designed to enhance the media and creative industries in Sharjah, focusing on economic sustainability, providing opportunities for emerging media talents, and supporting media sector growth through innovative content creation.
During the event, H.H. Sheikh Sultan bin Ahmed was introduced to various specialized creative projects and programs, including the "Comedy Club." This platform is dedicated to supporting comedians and young content creators, as well as fostering meaningful entertainment content and promoting contemporary creative arts in the local media landscape.
He also observed live demonstrations of photography in space and on planets, alongside promotional photography showcasing the capabilities of Madar Media. Additionally, he was briefed on Madar Media's work units, which encompass training and development, social media management, podcast production, scriptwriting, film production services, and the "Madar AI" platform, utilizing artificial intelligence for producing visual and audio content.
Madar Media's mission is to enhance financial sustainability in Sharjah's media sector, support growth rooted in excellence and innovation, and contribute to a competitive and sustainable media environment. It operates on a flexible model integrating services developed by Shams, such as modern photography studios, recording rooms, digital broadcasting spaces, and influencer services, all aimed at empowering local creators.
The launch event featured the signing of two Memoranda of Understanding (MoU). Rashid Abdullah Al Obad, Director General of Sharjah Media City "Shams," represented Madar Media in signing agreements with the "Maraya" platform of the Sharjah Broadcasting and Television Authority, represented by Mohammed Hassan Khalaf, Director General of SBA, and Nikon Middle East and Africa, represented by Narendra Menon, Managing Director at Nikon Middle East and Africa. The MoU aims to enhance cooperation in media content development, experience sharing, training programs for media professionals, and supporting advanced photography and production technologies to improve content quality in Sharjah's media sector.
The event was attended by several dignitaries, including Sheikh Saud bin Sultan Al Qasimi, Director-General of the Sharjah Digital Department; Omar Obaid Al Hosan, Undersecretary of the Ministry of Foreign Affairs; Adel Abdullah Ali, CEO of Air Arabia; Mohammed Hassan Khalaf, Director-General of the Sharjah Broadcasting Authority; Hassan Yaqoub Al Mansouri, Secretary General of the Sharjah Media Council; Rashid Abdullah Al Obad, Director-General of Sharjah Media City "Shams"; Major General Yousef Al Shamsi, Director-General of the Sharjah Civil Defence Authority; and other officials.