Los Angeles
The Middle East’s television content is long overdue for an overhaul, and Abu Dhabi’s film industry is setting out to change this reality.
Noura Al Kaabi, chief executive officer of Abu Dhabi-based media group, twofour54, said: “The media sector in the region stopped developing in the 1980s, in a way that the content produced now is not that good.”
Without venturing into new genres and ideas, this could mean losing out on a whole generation of television and film consumers.
“We don’t have science fiction shows or series in the region. The last few series have been serious dramas, which is great, but will the youth come to our channels to watch TV? I don’t think so — they’ll prefer Western television content,” Al Kaabi said.
She added that two factors have played a role in creating this situation: A majority of broadcasting channels are government-owned, and many of the decisions are made based on the kinds of shows advertisers are willing to back, rather than what viewers want.
It’s why creating an established system for measuring viewers’ preferences and trends is a new priority for twofour54.
As a city focused on opening up its facilities, locations and talent to Hollywood, Bollywood and other film producing regions, Abu Dhabi is leading the change in criterion and processes.
In 2012, twofour54 and the Abu Dhabi Film Commission began offering a 30 per cent cashback rebate for productions shot in and outside the city. This has received a positive response from the film industry.
Al Kaabi said the company is currently in talks with Fox, Universal Studios and Disney, among others, to make UAE their preferred filming location.
“We’re also looking into how we can transition emerging talents on YouTube and social media into mainstream broadcasting,” she said.
Etihad Airways’ June 1 launch of direct flights to Los Angeles this year, is also helping drive business from Hollywood to the UAE.
“Three years ago, I never imagined we’d film 100 episodes [Syrian TV show ‘The Brother’] completely in Abu Dhabi. We now have Star Wars being filmed here. It’s a collaborative effort, and things are changing,” Al Kaabi said.
Permanent sets were built for Star Wars in Abu Dhabi, a production that took place over 15 days in May, and included 650 people. The sets are expected to be made available for the public to view once filming is complete.
Other productions that have put UAE on the map for being a film friendly region are Hollywood movies Fast & Furious 7 and Mission Impossible — Ghost Protocol, several Bollywood productions with the most recent being Bang Bang, and episodes of popular UK TV show, Top Gear.
