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The Bridge event, held from 8 to 10 December at ADNEC, attracted over 60,000 professionals from 132 countries, including more than 430 international experts and content creators. On an exhibition platform with over 300 companies in media, AI, creative tech, gaming, and music, Shams showcased flagship projects, notably its major Shams Studios initiative approved by His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah. This project aims to be the largest government media complex in the UAE and the region, boosting Sharjah as a regional hub for audiovisual content creation and production.
The summit provided an ideal platform to announce the launch of Madar Media in the presence of His Highness Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council. As Shams’ new commercial and creative branch, Madar Media embodies a forward-looking vision to strengthen the financial sustainability of Sharjah’s media sector and promote innovation-led content creation.
Madar Media operates through a versatile institutional model offering a wide range of services developed by Shams over recent years. These include state-of-the-art filming studios, high-tech audio and video recording rooms, podcast production spaces, and the well-known Influencers Room. Its activities encompass training, media management, influencer engagement, podcast production, scriptwriting, film production services, location support, and Madar AI, an advanced platform utilising artificial intelligence to create and produce future-ready content.
As part of its efforts to develop a comprehensive creative ecosystem, Shams signed a strategic Memorandum of Understanding with Sharjah Islamic Bank to support the Shams Studios project and offer innovative financing solutions for filmmakers and creative enterprises. The agreement was signed in the presence of His Highness Sheikh Sultan bin Ahmed Al Qasimi, with the aim of enabling production companies to undertake their projects within Sharjah through flexible, sector-specific funding programmes.
Alongside this, Shams’ pavilion saw remarkable engagement during the summit, boosted by its special offer that enables businesses to obtain a commercial licence within just 60 minutes. This initiative resulted in the registration of over 50 new companies—among them global firms choosing Shams for its supportive environment and advanced services. This achievement enhances the city’s position as a leading destination for investment in creative and digital industries.
Rashid Abdullah Al Obad, Director General of Sharjah Media City (Shams), highlighted that Shams’ participation aligns with a comprehensive vision for advancing the media industry in Sharjah. He mentioned that the launch of Madar Media marks a significant step in establishing a competitive commercial and creative entity with international potential, while the partnership with Sharjah Islamic Bank will support the growth of the creative sector and the upcoming Shams Studios project.
He mentioned that participating in the Bridge Summit broadened collaboration networks and strengthened connections with international media organisations, positively contributing to the growth of the UAE’s creative economy.
Shams concluded its participation by reaffirming its commitment to fostering an innovative media environment that empowers talent, supports sustainable creative industries, and enhances Sharjah’s standing on the global media stage. The city pledged to continue launching initiatives and projects that empower the next generation of content creators while promoting the sustainability of modern media production across the UAE and the region.
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