A major highlight of the day was the launch of 'Spotlight Stories: The Pitching Challenge,' a new initiative celebrating original regional storytelling.
The Dubai International Content Market (DICM) 2025 has opened its doors at Madinat Jumeirah with a showcase of global creativity, collaboration and industry opportunities. Bringing together more than 250 buyers and over 90 exhibitors from 50 countries, the event reaffirmed its reputation as the MENA region’s major platform for content distribution, co-production and creative exchange.
Supported by a strong network of partners and sponsors — including LG as Display Partner featuring its OLED and QNED TV technologies, TRT and Globo as Sponsors, Istanbul Chamber of Commerce as Coffee Break Sponsor, KOCCA as Buyers’ Lounge Sponsor, Parrot Analytics as Knowledge Partner, and Emirates as the Official Airline, DICM 2025 highlighted the region’s growing influence in the global media ecosystem.
Tariq AlMadani, CEO of INDEX Conferences & Exhibitions, said: “Dubai International Content Market continues to strengthen its position as a key platform that brings together creativity and content creation in the media and entertainment sectors, offering a unique space to discuss new ideas, launch projects, and build partnerships among leading decision-makers in this vital industry. Today, we are witnessing a remarkable increase in the participation of regional and international companies that view Dubai as an ideal destination to expand their business and reach new markets, further reinforcing the city’s position as a global hub for content and creativity.”
The day opened with a keynote session by Parrot Analytics, titled Unlocking Sports ROI: An 8-Step Demand-Driven Framework, where Amit Devani, Global VP of Partner Insights, shared actionable strategies for maximising audience engagement and return on investment across live sports and entertainment.
Amit Devani, Global VP, Partner Insights, Parrot Analytics, added: “As we step into the fascinating world of sports, we’re witnessing a major evolution, where streamers are now entering the frame to compete for live sporting rights, and the value of ancillary content has never been higher. From documentaries and behind-the-scenes storytelling to podcasts and fan-driven formats, audience demand now extends far beyond the live moment itself.
“DICM continues to be a vital platform where these conversations take shape, bringing together global leaders to explore how data, creativity, and collaboration can unlock new forms of sports ROI and redefine the next chapter of sports entertainment.”
The momentum continued with a series of thought-provoking sessions under DICM Talks, tackling the fast-evolving trends shaping the global media and entertainment landscape. From the rise of Ramadan content and short-form storytelling to the global breakthrough of Arabic cinema, each panel highlighted how MENA is driving creative innovation with international impact. Panels such as Ramadan and Beyond: The Year-Round Content Formula for Success, Inside the Mind of a Commissioner: Trends, Needs, and Deal-Making and Stories in Seconds: How Micro Drama and Social Platforms Are Redefining Storytelling highlighted the innovation driving the MENA region’s creative industries.
Meanwhile, the Buyers’ Lounge was buzzing with activity as hundreds of pre-scheduled meetings took place between buyers, co-producers and distributors. The interactions underscored DICM’s growing reputation as a powerful accelerator for regional and international business collaborations.
Adding to the excitement, DICM launched its first-ever “Spotlight Stories: The Pitching Challenge,” a live competition celebrating regional creativity and original storytelling. Finalists presented their projects to an esteemed jury that included Madonna Khafaja, Ali Ghamlouch (WhiteBee Media), Michel Zreik, and Badih Fattouh, showcasing the depth and diversity of MENA’s storytelling talent.
After a round of pitches and constructive feedback, the inaugural challenge concluded with the announcement of its first winner, who received the official DICM Spotlight Stories Award along with an exclusive opportunity to engage directly with producers and platforms to further develop and bring their project to life.
The day concluded with Fabric’s keynote presentation, Bridging Worlds: How MENA Productions Are Going Global, where Federico Eberhardt, Account Executive, explored how technology and insights are helping regional producers expand their global reach and tap into new audiences.
