The initiative seeks to draw more productions from Hollywood, Bollywood, and the Arab world, thereby stimulating the local economy through increased activity in transport, logistics, and accommodation. The initiative will also serve to promote Abu Dhabi as a prime filming destination, supporting sectors like tourism.

Mohamed Dobay, Acting Director General of CMA, remarked, “The importance of the film and production industry continues to grow under the vision and guidance of our wise leadership. We are proud to have been the first destination to offer a rebate scheme and are a regional pioneer with a proven track record. The updated financial rebate support will ensure we continue attracting international producers and directors from all over the world and become known as a leading destination for film and TV production both globally and regionally. This new rebate system is based off global best practice and will ensure we bring more of Abu Dhabi to the world through individual content consumption.”

He further explained that this enhancement is the first step in a comprehensive review aimed at making the creative industry more appealing, highlighting the sector’s vital contribution to the regional economy.

Sameer Al Jaberi, Head of ADFC, noted the success of the rebate scheme since its inception in 2013, stating, “Since launching our rebate scheme in 2013, more than 150 major productions have benefited from the offering. This generates a huge impact on our economy as independently verified research shows that for every dirham paid through the scheme, more than three dirhams flow back into the economy through hosting large scale productions in the emirate. Alongside the financial stimulus into the economy, visiting productions provide a tremendous learning and training opportunity for young creatives who are the nation’s storytellers of the future, this focus ensures a strong self-sustaining industry. As we near the release of the rebate on 1 January 2025, further information will be shared in the lead-up with our existing production industry database.”

The initiative aims to enhance an already robust ecosystem that comprises over 800 media companies and a talent pool of 1,000 freelancers, as well as young individuals seeking training and internship opportunities.

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In a statement, the partnership was celebrated as “a significant milestone in fostering television excellence from the United Arab Emirates (UAE) and promoting cross-cultural collaborations within the global entertainment industry.” The agreement was signed in Cannes by Mohamed Al Mulla, group CEO of Dubai Media, and Bruce L. Paisner, president and CEO of the International Academy.

Promoting Global Media Presence

“This strategic partnership aligns with Dubai’s vision to amplify its media presence on a global scale,” stated Al Mulla, emphasizing the importance of local culture and language in shaping the future of entertainment. He further remarked, “the future of entertainment will be shaped by content creators whose voices are rooted in local culture and language, and our industry has a responsibility to champion these creatives and narratives.”

Paisner expressed enthusiasm about the partnership, saying, “We are delighted to welcome Dubai Studios as a sponsor of the International Academy and are looking forward to bringing the global television community together in Dubai for Academy Day.” He extended his gratitude to H.E. Mohamed Al Mulla and the Dubai Studios team for leading this crucial collaboration.

Upcoming Events and Initiatives

Beginning in 2025, Dubai Studios will sponsor both the International Emmy World Television Festival and the International Emmy Awards Gala in New York. Additionally, Dubai Studios will host a semi-final round of judging for the International Emmy Awards competition each year in Dubai.

The partnership will also feature an exclusive event called “Academy Day in Dubai” for International Academy Members, with the date yet to be announced. Academy Day is defined in the statement as a high-level, invitation-only four-day networking event aimed at showcasing the region’s culture and media industry. It is designed to foster a deeper understanding of regional business models and cultural institutions, thereby facilitating cross-border collaboration.

Dubai Media serves as the official media organization for the government of Dubai and boasts a comprehensive portfolio that includes various print, radio, and television channels.

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