Michele Dwayk, Head of Sales and Business Development for MENA at wTVision, discusses centralized sports graphics operations, AI-driven efficiency, and opportunities for more immersive viewer experiences.
Inaugural Gulf & MENA Decision-Makers Forum 2026 Concludes in Dubai
This express interview was recorded during the inaugural Gulf & MENA Decision-Makers Forum in Dubai on October 5, 2026.
— What is the biggest change you expect in sports and broadcast technology in MENA over the next two to three years?
Major sports producers are increasingly looking at centralized production and graphics workflows. They want to manage several events at once, or in quick succession, more efficiently and at lower cost. AI is another important part of this shift, particularly in production and graphics workflows. I expect these processes to improve substantially over the next few years.
— Where can AI create the most business value for broadcasters and sports organizations?
AI can be introduced at many stages of production. It can speed up workflows, improve efficiency, and potentially reduce staffing costs. It can also enable new capabilities. At wTVision, our main focus is on improving workflow efficiency for users. AI may also help create new viewer experiences through augmented reality and immersive production. It is a powerful technology that needs to be used carefully.
— What would you change about how broadcasters, sports organizations, and technology companies work together in the region?
I would like production companies and rights holders to move beyond traditional solutions and explore technologies not yet widely adopted in the region. Trying new approaches could give some organizations a competitive advantage and encourage the wider market to innovate.
Related: Hamad Abdelrazaq on multiplatform workflows.
Ammar Hina Appointed Strategic Chair of The Gulf & MENA Decision-Makers Forum 2026
