Ziad Kebbi Leads MForMedia With Focus on Originals and AI

Industry veteran Ziad Kebbi has been appointed Managing Director of MForMedia, a Dubai-based production company, to spearhead a strategic shift towards original content and artificial intelligence integration. Kebbi, who previously held executive positions at Sony Pictures Television, Endemol Shine Group, and Talpa Media, stated that his primary objective is to reposition MForMedia by emphasizing the ownership of intellectual property (IP) and developing original storytelling. He expressed a strong belief in the untapped potential of narratives originating from the Middle East, asserting that "the best stories from this region have not been told yet." This strategic pivot signifies MForMedia's ambition to move beyond traditional production models and establish a robust portfolio of proprietary content.

The company's renewed focus on AI is expected to permeate various aspects of its operations, from content ideation and development to production workflows and distribution strategies. While specific AI applications were not detailed, the integration of artificial intelligence suggests MForMedia aims to leverage advanced technologies for enhanced efficiency, creative innovation, and potentially personalized content delivery. This move aligns with a broader industry trend where production houses are exploring AI to streamline processes, analyze audience data, and even co-create content. Kebbi's extensive experience in international television production and distribution is anticipated to be instrumental in navigating these new strategic directions and expanding MForMedia's global reach.

MForMedia, established in Dubai, has historically been involved in producing and distributing television content. The company's previous work includes a range of formats, catering to regional and international markets. However, under Kebbi's leadership, the emphasis will shift towards creating content that is not only culturally relevant but also possesses strong global appeal and commercial viability through IP ownership. This approach is designed to build long-term value for the company and its stakeholders, moving away from service-based production towards a model driven by original creative assets. The appointment of Kebbi, a figure with a proven track record in scaling media businesses and developing successful entertainment properties, signals a significant commitment to this new strategic direction.

Kebbi's career highlights include significant contributions to the growth and success of major television production entities. At Sony Pictures Television, he was involved in the development and distribution of a wide array of scripted and unscripted programming. His tenure at Endemol Shine Group, a global content creator, producer, and distributor, further solidified his expertise in managing diverse production portfolios and international sales. Similarly, his experience at Talpa Media, known for its innovative entertainment formats, underscores his understanding of creating and scaling popular television shows. This wealth of experience is expected to inform MForMedia's strategy in identifying compelling stories, developing them into high-quality productions, and effectively monetizing the associated intellectual property in the evolving media landscape.