UAE National Media Office Leads Participation At IBC2024 In Amsterdam

The National Media Office (NMO), led by Sheikh Abdulla bin Mohammed Al Hamed, Chairman of the NMO and UAE Media Council, is attending the International Broadcasting Convention (IBC2024) in Amsterdam from 13th to 16th. This event aims to revolutionise the global media and entertainment industry by presenting cutting-edge broadcasting, media, and entertainment technologies.

Al Hamed highlighted the importance of Emirati participation in international conventions, 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's involvement at IBC2024 aims to explore new technological advancements to enhance media operations' efficiency. The event will also delve into innovations within the media, entertainment, and advertising technology sectors. Discussions will cover global trends concerning ethical technology use and its impact on these industries' future.

Sheikh Abdulla bin Mohammed Al Hamed attended several sessions at IBC2024. One session titled "From Ideas to Impact: Blending Technology, Creativity, and Business" focused on significant shifts in the global media landscape. Topics included the decline of traditional television and the rise of digital broadcasting, along with strategies for adapting to these changes for long-term profitability.

Al Hamed emphasised AI's role in shaping global media's future during his participation. He stated, "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."

In another session titled "At the intersection of AI and creativity: Why the Future Lies in Human-Machine Collaboration", discussions centred around AI's opportunities and risks in creative content production. The session explored whether AI would replace or enhance human creativity.

Global Participation

IBC2024 features over 325 leaders from global media, technology, and entertainment sectors. More than 1,000 exhibitors from 170 countries are showcasing their innovations. With a history spanning 57 years, this convention is a key platform for exchanging ideas and expertise while presenting advancements in broadcasting and media production technologies.

The NMO Chairman noted that what he witnessed reaffirmed nationals from Gulf Cooperation Council (GCC) countries' excellence. He added, "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."

Building Future-Ready Infrastructure

Another session attended by Al Hamed focused on building future-ready technological infrastructure for an advanced media sector. It stressed technological innovation's importance and creating a robust infrastructure to manage rapid digital media developments.

The sessions attended by Al Hamed also included discussions on adopting advanced technology for media production. They explored leveraging new opportunities to accelerate digital transformation while keeping pace with human behavioural changes brought about by AI.

The convention serves as a prominent platform for thousands of specialists, media professionals, and leaders from global outlets to exchange ideas. It showcases trends in broadcasting and media production technologies.

The NMO Chairman reiterated their commitment to staying abreast with rapid technological advancements. He stated their goal is to provide world-class content based on facts, objectivity, and data-driven materials while combating disinformation campaigns effectively.

With inputs from WAM