AMSTERDAM (WAM)
The National Media Office (NMO), led by Sheikh Abdulla bin Mohammed Al Hamed, Chairman of the NMO and Chairman of the UAE Media Council, is participating in the International Broadcasting Convention (IBC2024), which runs from 13th-16th in Amsterdam.
The event aims to reshape the future of the global media and entertainment industry by showcasing the latest broadcasting, media, and entertainment technologies.
The NMO's participation in IBC2024 seeks to explore the latest technological advancements to boost the efficiency of media operations and discover new innovations in the media, entertainment, and advertising technology sectors.
The event features discussions on global trends regarding the ethical considerations of technology use and its role in shaping the future of these industries.
The NMO and UAE Media Council Chairman stated, "We are dedicated to keeping pace with the rapid technological developments in the media and communications sectors, to ensure providing world-class media content based on facts, objectivity, and data-driven materials. Moreover, we are utilising modern technology to uncover disinformation campaigns, rumours, and falsehoods, while offering constructive, credible and first-rate content that can maintain a leading position in the global media scene, in line with the UAE's remarkable track record, built under the leadership of President His Highness Sheikh Mohamed bin Zayed Al Nahyan."
He added, "We place great importance on active participation in international events that showcase the latest developments in the media sector, particularly those related to the applications and challenges of artificial intelligence (AI) and its role in shaping the future of global media. This includes methods of detecting and combatting fake news and misinformation, and learning about modern trends that combine technology and creativity in the media sector, in line with the objectives of the National Strategy for the Cultural and Creative Industries."
Al Hamed also commended the presence and participation of Emirati talent in the international convention, stating, "I am proud to see Emiratis actively participating in this important event, serving as an inspiring model in representing the UAE through valuable contributions and active involvement in discussing the latest technological developments in the media and entertainment sector. This reflects the success of our wise leadership’s vision in empowering national talent and guiding them towards shaping a brighter future in various sectors."
The NMO Chairman noted that what he witnessed reaffirmed the excellence of nationals from Gulf Cooperation Council (GCC) countries and their ability to compete globally.
“The outstanding participation of GCC countries in this event confirms that we possess exceptional talent capable of adapting to all technological developments and achieving global prominence in science and technology while adhering to the ethical and moral framework of our societies,” he added.
Al Hamed attended several conference activities, including a session titled "From Ideas to Impact: Blending Technology, Creativity, and Business," which focused on the significant shifts in the global media landscape, including the continuous decline of traditional television and the rise of digital broadcasting, as well as ways to tackle these challenges, adapt, and achieve long-term profitability.
He also attended a session on building future-ready technological infrastructure for an advanced media sector, which emphasised the importance of technological innovation and establishing a strong infrastructure to manage the rapid developments in digital media.
Al Hamed participated in a session titled “At the intersection of AI and creativity: Why the Future Lies in Human-Machine Collaboration,” which explored the opportunities and risks AI poses in creative content production, and whether it will replace or enhance human creativity.
Additionally, he attended other panel discussions highlighting the need to adopt advanced technology in media production and how to leverage new opportunities to accelerate digital transformation, as well as how to keep pace with human behavioural changes brought about by AI and the digital environment.
The sessions attended by the Chairman of NMO included one discussing how traditional media can adapt to new viewer habits to deliver user-centric content that attracts new audiences.
IBC2024 features participation from more than 325 global media, technology, and entertainment leaders and experts, in addition to over 1,000 exhibitors from 170 countries.
With a legacy spanning 57 years, the event is considered one of the most important global platforms in the media and communications industry, bringing together thousands of specialists, media professionals, and prominent leaders from global media outlets and news agencies.
The convention serves as a prominent platform for exchanging ideas and expertise while showcasing the latest developments and trends in broadcasting and media production technologies.