Sheikh Sultan bin Ahmed launched Madar Media, Shams’ creative and commercial arm, to boost content creation, media innovation, AI technologies, and creative talent across Sharjah.
WEBDESK – SHARJAH NEWS – SGMB
H.H. Sheikh Sultan bin Ahmed Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council, officially launched Madar Media on Wednesday, marking a significant step in Sharjah’s strategy to strengthen its media ecosystem and creative economy through innovation, technology, and talent development.
The launch ceremony took place at the headquarters of Sharjah Media City (Shams), where Sheikh Sultan bin Ahmed was briefed on the new entity’s vision, future plans, and range of services designed to support content creators, media professionals, and creative businesses across the emirate.
Established as the commercial and creative arm of Shams, Madar Media aims to enhance the sustainability of Sharjah’s media sector by creating new opportunities for emerging talent, expanding content production capabilities, and supporting innovative media projects. The initiative is expected to contribute to a more competitive and commercially sustainable creative industry.
During the visit, Sheikh Sultan bin Ahmed reviewed a portfolio of specialised projects and programmes that will operate under Madar Media. Among them was the Comedy Club, a platform dedicated to nurturing comedians and young content creators while promoting meaningful entertainment content and contemporary creative arts within the local media landscape.
He also watched live demonstrations showcasing advanced photography techniques, including simulated photography in space and on planetary environments, alongside promotional photography projects highlighting Madar Media’s creative production capabilities.
Officials also presented the organization’s operational units, which cover media training and professional development, social media and influencer management, podcast production, scriptwriting for drama, film production services, and the provision of filming locations.
A key highlight was Madar AI, an artificial intelligence-powered platform that uses advanced AI technologies to produce, design, and enhance visual and audio content, reflecting Sharjah’s growing investment in next-generation media technologies.
According to Shams, Madar Media adopts a flexible operating model that integrates the media infrastructure developed over recent years, including state-of-the-art photography studios, audio and video recording facilities, digital broadcasting spaces, and specialized influencer services, creating an integrated environment that empowers local creators and production companies.
As part of the launch, two Memoranda of Understanding (MoUs) were signed by Rashid Abdullah Al Obad, Director General of Sharjah Media City (Shams), on behalf of Madar Media.
The first agreement was signed with the Maraya platform of the Sharjah Broadcasting Authority (SBA), represented by Mohammed Hassan Khalaf, Director General of SBA, while the second was signed with Nikon Middle East & Africa, represented by Managing Director Narendra Menon.
The partnerships aim to strengthen cooperation in media content development, knowledge sharing, professional training, programs, and the adoption of advanced photography and production technologies, helping elevate the quality and competitiveness of Sharjah’s creative and media industries.
The launch reflects Sharjah’s continued commitment to investing in innovation, digital transformation, and creative entrepreneurship, while providing local talent with the tools, expertise, and infrastructure needed to compete in regional and global media markets.
The event was attended by Sheikh Saud bin Sultan Al Qasimi, Director General of the Sharjah Digital Department; Omar Obaid Al Hosan, Undersecretary of the Ministry of Foreign Affairs; Adel Abdullah Ali, Chief Executive Officer of Air Arabia; Mohammed Hassan Khalaf, Director General of the Sharjah Broadcasting Authority; Hassan Yaqoub Al Mansouri, Secretary General of the Sharjah Media Council; Rashid Abdullah Al Obad, Director General of Sharjah Media City (Shams); Major General Yousef Al Shamsi, Director General of the Sharjah Civil Defence Authority; and several senior government officials.
