MBC Group, a leading media and entertainment conglomerate in the Middle East and North Africa (Mena) region, and Cenomi Centers, the largest owner, operator and developer of contemporary lifestyle destinations in Saudi Arabia, have announced a strategic partnership to introduce a first-of-its-kind live media experience at the heart of Westfield Riyadh.
As Cenomi Centers’ flagship destination, Westfield Riyadh is set to redefine the city’s retail and lifestyle landscape through a world-class mix of shopping, dining, entertainment and community experiences, positioning itself as one of the Kingdom’s most significant destinations.
The collaboration marks a pioneering integration between a leading media and entertainment company and one of the kingdom’s most anticipated retail and lifestyle destinations, creating an innovative platform that brings together content, audiences, brands and retail experiences in one dynamic environment.
It was officially announced during a signing ceremony held at MBC Group headquarters in Riyadh, attended by senior executives from both organisations, including Alison Rehill-Erguven, the CEO of Cenomi Centers, and Mike Sneesby, the Chief Executive Officer of MBC Group.
As part of the collaboration, Cenomi Centers is developing a dedicated MBC Group presence within Westfield Riyadh, featuring fully integrated television and radio studios equipped with advanced production and broadcasting technologies. The facilities are expected to commence live interactive broadcasts upon the official opening of the destination.
The studios will serve as a dynamic platform featuring some of MBC's flagship television programmes, including Sabah Al Khair Ya Arab and Kalam Nawaem, among others. MBC’s radio networks will also establish a presence at Westfield Riyadh through a selection of live and interactive broadcasts.
In addition to live programming, the destination will host celebrity appearances, audience activations, special broadcasts and content creation initiatives, transforming Westfield Riyadh into a vibrant entertainment hub where visitors can engage directly with the personalities and content they enjoy every day.
The collaboration will also unlock new opportunities for advertisers and brand partners through integrated campaigns that combine premium content, physical retail presence and direct audience interaction.
Sneesby said: "We are delighted to enter into this strategic partnership with Cenomi Centers. This collaboration brings media, entertainment and retail together in an innovative and exciting way. By extending our presence into one of Saudi Arabia’s most significant lifestyle destinations, we are creating new opportunities to connect with audiences, enhance consumer experiences and contribute to the continued growth of the Kingdom’s media and entertainment ecosystem."
On the strategic tieup, Rehill-Erguven said: "Westfield Riyadh has been designed to redefine the concept of a modern lifestyle destination by bringing together retail, entertainment, culture and community."
"Through our partnership with MBC, we are introducing an entirely new dimension to the visitor experience, transforming media from something people simply consume into something they can actively engage with and experience firsthand," she added.-TradeArabia News Service
