On October 5, a gathering of key media executives took place aboard a yacht cruising the Dubai Marina to mark the opening of CABSAT week. The event, hosted by Gulf News in partnership with OTTRED, brought together leaders from streaming platforms, broadcasters, producers, technology providers, telcos, and investors to discuss the rapidly evolving media landscape across the Middle East and beyond.
OTTRED, a global network of media professionals that has been fostering industry connections for the past 15 years, currently counts over 2,000 members spanning 68 countries. Chris Redmond, OTTRED’s founder and CEO of RedHolt, noted a 78 percent increase in platform engagement over the last year, with users collectively logging more than 3,500 hours. He described OTTRED as a new “Facebook for media,” reflecting its growing role in facilitating collaboration and information exchange within the sector.
Industry experts at the event highlighted the dynamic nature of media, which they say reinvents itself approximately every six months. Raghav Anand, head of media at EY-Parthenon, emphasized how emerging technologies such as connected TV, content creators, and gaming are shaping the present and future of the industry in the region. The fragmentation of viewer habits was a recurring theme, illustrated by Melvin Saldanha, senior vice president of Technology at OSN. With a 25-year career in regional pay-TV and sports broadcasting, Saldanha shared that he subscribes to five different streaming services to meet the varied preferences of his family members. He recalled a time when a single set-top box sufficed for all viewing, contrasting it with today's reality where individual viewers manage multiple subscriptions and often use smartphones concurrently with television viewing.
Khaled Zaatarah, CEO of immersive media company VUZ, reported personally subscribing to more than seven streaming services while emphasizing the value of paid content in sustaining the ecosystem. His company offers what he claims to be the world’s largest archive of immersive experiences spanning sports, education, and entertainment, allowing viewers to engage with events from multiple perspectives. Both Zaatarah and Saldanha endorse ad-free premium models but acknowledge the coexistence of various subscription tiers that include advertising or free access supported by ads.
A critical element supporting this multifaceted media environment is the software infrastructure powering OTT streaming platforms. Clare Butler, vice president of Marketing at Synamedia, described the company’s role in delivering video distribution, monetization tools, and cost efficiencies for broadcasters, rights holders, and pay-TV operators. She detailed typical user behavior shifting from mobile vertical video during commutes to app-rich, on-demand TV interfaces at home.
The transformative potential of artificial intelligence (AI) was a major subject during the discussions, eliciting a range of views. Saldanha, an outspoken AI proponent, envisions AI agents significantly altering viewing habits while maintaining a human presence as an essential “anchor” to preserve trust between audience and presenter. Anand proposed a hybrid approach, advocating for humans on screen complemented by AI-driven language dubbing into multiple tongues. Zaatarah expressed flexibility, focusing on the effectiveness of communication rather than the form, whereas Heba Korayem, founder of Co-Production Salon, offered a more cautious outlook. She noted AI’s capacity to reduce production costs and accelerate distribution, particularly for Arabic-language content, but remained skeptical about fully relying on AI personas in the near term.
When asked about tasks best suited for AI, responses tended toward practical applications such as handling presentations, deal structures, administrative work, and design functions. Anand highlighted his preference to retain direct client engagement, and Korayem stressed the irreplaceable nature of human connection within production and business development.
Looking ahead, participants described the future media environment using terms like “immersive,” “interactive,” and “transformative.” Saldanha predicted expanded viewing experiences spread across diverse screens—ranging from watches to large displays—with ongoing improvements in resolution quality reaching 4K, 8K, and even 16K. Korayem concluded that the pace of change would likely surpass current expectations, promising continued surprises for the industry and its audiences alike.