DPC signs strategic agreements with TikTok, MediaCast and (DMI)

- DPC signs strategic agreements with TikTok, MediaCast and Dubai Media Incorporated during Dubai PodFest 2025

- Agreements aimed at accelerating the growth of the region’s podcasting industry by enhancing digital awareness and media literacy in the region
- Partnerships reflect Dubai’s efforts to build an integrated media ecosystem that keeps pace with technological transformation and meets audience aspirations
- Agreements set to expand creative opportunities for media professionals and podcasters, and enhance the global competitiveness of Arab media

The Dubai Press Club (DPC), organiser of the fifth edition of Dubai PodFest, announced the signing of three cooperation agreements with leading organisations aimed at accelerating the growth of the region’s podcasting industry, enhancing digital awareness and media literacy, and raising understanding of misinformation detection and online privacy protection.

The agreements with TikTok, MediaCast and Dubai Media Incorporated (DMI) were formalised during the region’s largest gathering of podcasters, held today under the patronage of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council.

The agreements are designed to empower audio content creators and media professionals to strengthen the podcasting ecosystem and promote digital culture in line with global shifts in content consumption. They also highlight Dubai’s commitment to developing a comprehensive media ecosystem that keeps pace with technological transformation and audience aspirations. Furthermore, the agreements underscore DPC’s commitment on forging partnerships that play a pivotal role in advancing media innovation.

Attending the signing ceremony were Her Excellency Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and President of the Dubai Press Club; Mohammed Al Mulla, CEO of Dubai Media Incorporated; Emir Gelen, Director of Public Policy METAPSA, TikTok; and Alaa Nawar, Director of Business Development at MediaCast.

On the occasion, Her Excellency Mona Al Marri affirmed that the agreements reflect the confidence of leading global organisations in Dubai’s supportive environment for creativity and media content production. She noted that the three agreements mark an important milestone in strengthening institutional cooperation and advancing the ongoing development of the media sector locally, regionally and internationally.

Her Excellency said: “Since its establishment, the Dubai Press Club has been committed to building effective bridges of communication between media institutions in the Arab region and around the world through an extensive network of relationships and partnerships built over more than two decades. These new collaborations will enrich the sector with talent, expertise and innovation, enhancing its ability to keep pace with rapid technological transformation.

“We believe the future of media depends on collaboration and synergy, which makes these agreements particularly significant. They open new avenues for development and the exchange of pioneering experiences, supporting the aspirations of the podcasting sector in the Arab world and strengthening its future role as an influential media industry.”

Maryam Al Mulla, Director of the Dubai Press Club, said: “The signing of these agreements reflects our ambition to reinforce Dubai’s status as a leading regional and international hub for digital media. The agreements represent a strategic milestone in the development of the Arab podcasting industry by providing the infrastructure and partnerships needed to support this promising sector and enhance the growth of Arabic content in global media.” 

She added: “The partnerships with TikTok, MediaCast and Dubai Media Incorporated will open new horizons for Arab podcasters by providing them with the professional expertise and technical capabilities required to thrive in today’s fast-evolving media environment. They also form part of Dubai’s efforts to build an integrated media system that keeps pace with technological transformation, meets the expectations of audiences, and strengthens the competitiveness of Arab media worldwide.”

Dubai Media Incorporated Agreement
The agreement signed with Dubai Media Incorporated (DMI), represented by Al Bayan newspaper, aims to support the production of audio and visual content for podcast projects under the Arab Podcast Program. Under the agreement, DMI will provide comprehensive production services including technical planning, audio and video recording, editing, post-production and final delivery of publish-ready content.

Salem Belyouha, Chief Media Content Officer at DMI, said that podcasting has emerged as one of the most dynamic forms of new media, driven by creativity and innovation. He noted that it opens new possibilities for storytelling and direct audience engagement.

Belyouha underlined the significance of the agreement between Al Bayan and DPC and its role in advancing media content and supporting the Arab Podcast Program. “This partnership is an important step that highlights Al Bayan’s commitment to supporting podcast creators by providing them with a platform to express their ideas, perspectives and aspirations for the future. It also reflects the newspaper’s agility in keeping pace with key developments shaping the media sector,” he said.

TikTok Agreement
The agreement with TikTok introduces its digital and media literacy programme, an initiative dedicated to supporting digital safety, combating misinformation, raising awareness on privacy and mental health, and promoting digital learning.

As part of this collaboration, TikTok and DPC will organise specialised training sessions to help participants navigate the digital space safely and tackle contemporary media challenges. TikTok has kicked off this partnership with a LIVE Masterclass to empower creators and media professionals with the tools and knowledge needed to understand global and regional best practices for LIVE storytelling. This initiative reflects the shared commitment of both organisations to equip media professionals with the skills needed to thrive in a rapidly evolving digital environment.

Jenan Alhashili, TikTok’s Head of Public Policy, GCC, said: “We are delighted to sign this strategic agreement with the Dubai Press Club during Dubai PodFest 2025. Promoting digital culture and strengthening media literacy is essential to building a safe and informed community. Through this partnership, we aim to provide our community in the UAE with the tools and knowledge needed to produce authentic content, promote digital safety and combat misinformation, reinforcing TikTok’s commitment to supporting the region’s creative economy.”

MediaCast Agreement
To further support the growth of Arab podcasting and empower young creators, DPC signed an agreement with MediaCast, a leading provider of audio-visual solutions. The agreement focuses on training, production and technical support for participants in DPC’s initiatives. MediaCast will provide studio and recording services to participants in the Arab Podcast Programme as they develop their final projects. The company will also sponsor the first season of podcasts produced by programme graduates, with content recorded and produced at MediaCast’s studios. Participants will be selected by DPC from among the most distinguished graduates. In addition, MediaCast will offer three days of specialised training – approximately 18 hours – on DaVinci Resolve for winners of the podcasting category in the ‘Ibda’a – Arab Youth Media Award’.

Jaffer Sadiq, Head of Marketing and Business Development at MediaCast, said the agreement signed with DPC is a strategic step that reinforces MediaCast’s commitment to advancing the Arab podcast industry and expanding its regional and global reach. He noted that the partnership will create an enabling environment for audio-visual content creators through initiatives such as the Arab Podcast Program, which prepares young talent with practical training and expertise to enter the new media market.

“We are proud that this partnership will help develop a new generation of creators, including winners of the Ibda’a – Arab Youth Media Award’ in the podcasting category by giving them opportunities to learn, experiment, and showcase their talent at the Arab Media Summit. This collaboration will add significant value to the podcast sector and further strengthen Dubai’s position as a global hub for media leadership and content creation.”

The signing of these agreements at Dubai PodFest 2025 marks a pivotal step in shaping the future of podcasting in the region. By linking leading global platforms with DPC’s flagship programmes, Dubai is strengthening support for Arab content creators and driving innovation across the media landscape. These partnerships reinforce DPC’s role as a key catalyst for media development and reaffirm the city’s vision to remain at the forefront of digital media and content creation worldwide.