This partnership comes to serve both parties’ vision in developing unique educational content with high entertainment value.
Art Format Lab has signed a partnership deal with Egypt-based Nahdet Misr Publishing Group to co-produce premium Arab edutainment content.
Speaking about the deal, Khulud Abu Homos, CEO of Art Format Lab said: “This partnership comes to serve both parties’ vision in developing unique educational content with high-entertainment value – content that appeals to both pan Arab and international audiences.”
Abu Homos went on to add that with the lockdown there has been an increasing demand for “edutainment content”.
“There has been a shift in viewers’ attitude, where relaxing and being entertained without any real learning or purpose in mind is being replaced by using the time the home to acquire new skills, or for personal enrichment,” she added.
Dina Ibrahim, CEO, Nahdet Masr Advertising added: “This partnership comes as part of a wider plan to establish a network of partnerships with selected media and content companies who share our vision in creating edutainment content. This is a milestone for Nahdet Masr as we diversify our media activities from publishing and advertising to launching a media sector for content creation with the highest production and creative standards. This deal will see us launch a new slate of content that is in sync with the new strategy of the group.”