Sharjah Media City (Shams), a free zone hub for innovation, has joined hands with Arab Format Lab, a leading film and television content development and production lab, to unveil the Emirates Entertainment Experience, a first-of-its-kind project in film and television production in the Arab world.

Sharjah continues to make its vision for media a reality with a series of significant creative projects and initiatives that meet the requirements of the media industry, helping to convey the UAE’s message and boost the emirate’s media presence in the world, said a top official at a special ceremony to celebrate the launch of the project.

"We are keen to develop the media industry and boost its partnership with major international organisations in line with Sharjah’s media strategy to facilitate the exchange of experiences as per the directives of HH Dr. Sheikh Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah," remarked Sheikh Sultan bin Ahmed Al Qasimi, the chairman of Sharjah Media Council.

He pointed out that entrepreneurial innovation was one of the pillars of Shams, which, in a short time, had managed to establish a new concept of a media city in an attractive, comprehensive and sustainable environment.

Shams Chairman Dr Khalid Omar Al Midfa said the city would be a catalyst that encourage media and other creative industries to grow and thrive.

"The establishment of this city marks a shift in the concept behind free zones; it is a new model for smart free zones that adds value to Sharjah’s wealth of media, knowledge, thought and culture," he stated.

According to him, the agreement is aimed at developing the film industry’s infrastructure and nurture young Emirati and Arab talents in all areas of film and television production.

"We also aim to stimulate start-ups and provide them with long-term training, which will reflect our strategic goal. As part of the Emirates Entertainment Experience, Sharjah Media City will launch ‘films made by audience members’ for the first time in the Arab world," he added.

Al Midfa said as part of this project, Shams would be launching an Emirati film made by audience members.

"In an interactive community of UAE-based talents, a group of scriptwriters, actors, directors and people who are skilled with respect to audio, cinematography, lighting, music composition, graphics and interior design will compete. The project, which will include training and workshops, will culminate in a ceremony to recognise the winners. This project has been implemented in many countries and has received international awards," he added.

Arab Format Lab CEO Khulud Abu Homos said that this award-winning content development project has been implemented in many regions including The Netherlands, China, South Korea, North Africa and Turkey.

Its success has attracted global attention, and that it has served as a platform to identify new talent in the filmmaking industry, stated Homos.-TradeArabia News Service