Ammar Hina, Business Development Director at NEP Middle East and Asia, explains how major sports events, AI, cloud production, local partnerships, and measurable business outcomes are reshaping one of the world’s fastest-growing media technology markets.
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The Gulf and wider MENA region are rapidly moving from ambitious investment plans to the creation of a fully developed global media and entertainment ecosystem. Major sports competitions, expanding film and entertainment industries, new media cities, and national digital transformation programs are generating long-term demand for broadcast infrastructure, cloud platforms, remote production, artificial intelligence, and advanced content distribution.
In this interview for TFT1957.com, Ammar Hina, Business Development Director at NEP Middle East and Asia and Strategic Chair of the Gulf & MENA Decision-Makers Forum, examines where the strongest opportunities are emerging, what international vendors frequently misunderstand about the region, and why technology alone is not enough to secure business. He also explains how the Forum can connect international companies directly with the broadcasters, rights holders, production leaders, and technical decision-makers shaping the market’s future.
From Mega-Events to a Global Media Ecosystem
– What makes the Gulf and Middle East one of the most important growth markets for European and American broadcast technology companies today?
The Gulf and wider MENA region have become global centers for sports, entertainment, media, and large-scale events. Over the past decade, the region has successfully hosted landmark events such as the Dakar Rally, Formula 1 Grand Prix races, and many AFC, AFCON, and FIFA major events, including the FIFA World Cup Qatar 2022, while preparing for future global events including the 2030 FIFA World Cup in Morocco and the 2034 FIFA World Cup in Saudi Arabia.
At the same time, the entertainment sector is expanding rapidly, creating significant demand for advanced broadcast and production technologies. The film industry is also experiencing remarkable growth, with international studios and Hollywood productions increasingly choosing the region due to its unique landscapes, modern infrastructure, and competitive production incentives. These developments make the Gulf and MENA region one of the world’s most attractive markets for technology providers.
– Which countries in the region are currently investing most actively in broadcast infrastructure, sports production, studios, remote production hubs, and digital media platforms?
Across the region, governments and media organizations are investing heavily in digital transformation and next-generation media ecosystems. The GCC countries, particularly Saudi Arabia, the UAE, Bahrain, and Qatar, are leading the way with ambitious investments in media cities, broadcasting hubs, sports production facilities, and digital platforms.
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At the same time, other countries across the MENA region are exploring new broadcasting and production models, creating a broader ecosystem of opportunities for technology providers and service partners.
– What major broadcast modernization projects are likely to create new opportunities for international vendors over the next three to five years?
The strongest opportunities will be driven by continued investments in sports, entertainment, and major international events. Large-scale initiatives such as Expo events, international conferences, sporting competitions, and national media transformation programs will require modern production, distribution, cloud, and connectivity solutions.
In addition, the development of new media cities and technology-focused creative hubs across the region will create long-term demand for innovative broadcast infrastructure and services.
– How are investments in sports rights, major events, entertainment, and national media strategies changing demand for production and broadcasting technologies across the region?
Investments in sports rights and premium entertainment content are significantly raising expectations around production quality, viewer engagement, and operational efficiency. Broadcasters and rights holders are increasingly looking for technologies that enable immersive experiences, enhanced graphics, remote production, data integration, and multi-platform distribution.
As audiences consume content across more channels and devices, media organizations are accelerating investments in modern workflows that can support higher volumes of content while maintaining quality and reducing costs.
“The Gulf and wider MENA region have become global centers for sports, entertainment, media, and large-scale events.”
Why Technology Alone Is Not Enough
– What do European and American companies often misunderstand when they first try to enter the Gulf and Middle Eastern broadcast markets?
Many international companies underestimate the importance of understanding local culture, business practices, and market dynamics. The region is often perceived through outdated narratives, while the reality is that it offers a highly welcoming, diverse, and business-friendly environment.
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Success in the region requires more than offering advanced technology. Companies must invest in understanding local priorities, building trust, and adapting their solutions to meet the specific needs of the market.
– How important are local partnerships, regional references, technical support, and long-term relationships when broadcasters select international technology suppliers?
They are extremely important. Broadcasters are not simply purchasing technology; they are investing in long-term solutions and strategic partnerships.
Strong local support, proven regional references, and trusted relationships often play a critical role in purchasing decisions. Technology providers that demonstrate a genuine commitment to the market and work closely with customers to address local challenges are far more likely to succeed.
– Who is actually involved in technology purchasing decisions in the region, and how can international vendors build direct relationships with these decision-makers?
Decision-making typically involves a combination of executive leadership, technical teams, operations departments, production specialists, and procurement stakeholders.
The most effective way for vendors to build relationships is by engaging directly with the industry through meetings, forums, exhibitions, and professional gatherings. Personal interaction remains one of the strongest drivers of trust and business development across the region.
– What level of investment and market presence is required for an international company to be taken seriously by broadcasters and media organizations in the Gulf?
Success is not measured solely by the size of an investment. Broadcasters are primarily focused on value, business outcomes, and return on investment.
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Organizations are looking for partners who can solve real challenges, deliver successful case studies, and contribute innovative ideas that support future growth. Demonstrating measurable results is often more important than the level of financial commitment alone.
“Broadcasters are not simply purchasing technology; they are investing in long-term solutions and strategic partnerships.”
AI, Cloud and Hybrid Production Move into the Core
– Which technologies are attracting the strongest interest today: artificial intelligence, IP production, cloud workflows, remote production, content monetization, data platforms, or automation?
Rather than focusing on a single technology, broadcasters are increasingly adopting a combination of solutions to meet evolving business needs.
Artificial intelligence is becoming embedded in nearly every area of media operations. Sports broadcasters, in particular, are investing in AI, cloud workflows, remote production, IP infrastructure, automation, and data-driven solutions. Together, these technologies help improve efficiency, enhance audience experiences, and support new revenue opportunities.
– How are broadcasters in the Gulf evaluating AI-based tools for live production, automated highlights, metadata generation, localization, and operational efficiency?
Many broadcasters and sports organizations are already evaluating and deploying AI-driven solutions across various workflows. These technologies help increase efficiency, automate repetitive tasks, accelerate content creation, and deliver content in multiple formats for different audiences.
AI is enabling organizations to expand content output while optimizing resources and improving operational performance.
– Where do you see the strongest demand for contribution, distribution, cloud, IP, and remote production technologies in the region over the next few years?
Sports will remain the primary driver of demand, given the scale and frequency of major regional and international events. Entertainment, live events, and news broadcasting will also continue to require faster, more flexible, and highly scalable production and distribution solutions.
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These sectors will be major contributors to the adoption of cloud, IP-based, and remote production technologies.
– Are broadcasters in the Gulf more interested in building centralized remote production hubs, upgrading traditional television facilities, or developing hybrid models that combine both approaches?
The trend is increasingly moving toward hybrid operating models. Several leading media organizations have already started implementing elements of centralized and remote production workflows.
While the transition is gradual, hybrid environments offer the flexibility, scalability, and efficiency required to support growing production demands while optimizing resources.
“Artificial intelligence is becoming embedded in nearly every area of media operations.”
Turning Market Interest into Measurable Business Value
– How can participation in the Gulf & MENA Decision-Makers Forum help European and American sponsors understand the market, meet potential clients, and develop real business opportunities in the region?
The forum provides a unique opportunity to bring together senior decision-makers, technology leaders, broadcasters, rights holders, and service providers in one environment.
Beyond networking, it creates a platform for meaningful discussions around industry challenges, emerging technologies, and future opportunities. It also gives international companies direct access to regional expertise and valuable market insights that can help shape successful business strategies across MENA.
– What are the main technical challenges regional broadcasters face when producing and distributing large-scale sports and entertainment events across multiple platforms and territories?
Challenges vary by event and location, but common issues include extreme weather conditions, remote production environments, connectivity requirements, fiber infrastructure availability, and logistical complexity.
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Another important challenge is the continued need for highly specialized technical talent. As a result, many organizations are investing in training and developing local professionals to build long-term expertise within the region and reduce dependency on international resources.
– What should technology vendors demonstrate at the forum to prove that their solutions can deliver measurable value in scalability, reliability, workflow efficiency, audience growth, and monetization?
Technology vendors should focus on real-world success stories, measurable business outcomes, and practical use cases. Demonstrating how their solutions have solved industry challenges, improved operational performance, reduced costs, or generated new revenue opportunities will resonate strongly with decision-makers.
Just as importantly, vendors should be prepared to engage with regional stakeholders, listen to local requirements, and collaborate on solutions that address the unique needs of the MENA market. Successful partnerships are built not only on technology, but also on a shared vision for industry growth and innovation.
“Successful partnerships are built not only on technology, but also on a shared vision for industry growth and innovation.”
