Creative Media Authority Partners with Roots Production Studios to Boost Abu Dhabi’s Creative Industry
Abu Dhabi, February 28, 2025 – The Creative Media Authority (CMA) has announced a strategic three-year partnership with Emirati-owned Roots Production Studios (Roots) to strengthen Abu Dhabi’s creative media ecosystem. The collaboration aims to drive local content creation, empower Emirati talent, and enhance the emirate’s position as a leading hub for media and entertainment.
Commitment to Local Talent and Productions
As part of the agreement, Roots will produce more than three annual productions in Abu Dhabi while utilizing local cast and crew from within CMA’s ecosystem of 800 creative businesses and over 1,000 freelancers. The initiative aligns with CMA’s broader mission to cultivate a thriving creative industry by fostering homegrown talent and increasing production output.
Beyond content creation, the partnership will focus on knowledge exchange and skills development, offering:
Traineeships for four Emirati young creatives per year, providing hands-on industry experience.
Three industry-level workshops annually, led by Roots experts, to support and educate the broader creative community.
In return, CMA will provide Roots with office space and a fully equipped studio on Yas Island, supporting the company’s postproduction and operational needs.
A Vision for a Thriving Creative Sector
Mohamed Dobay, Acting Director General of CMA, emphasized the significance of the collaboration, stating:"Our passion and dedication to supporting local Emirati talent is underpinned by this significant partnership with one of the leading Emirati-owned production studios."
He noted that Roots has played a pivotal role in championing Emirati talent both in front of and behind the camera, ensuring that local narratives gain global recognition.
Yasser Hareb, CEO of Roots, underscored the importance of collaboration in the creative industry:"Creativity thrives on collaboration. This partnership with CMA strengthens the foundation of our industry, ensuring Emirati content continues to flourish."
Hareb reaffirmed his commitment to providing a platform for Emirati creatives, sharing compelling stories that resonate both locally and internationally.
Strengthening Abu Dhabi’s Position in the Global Media Landscape
This partnership reinforces Abu Dhabi’s status as a leading media production hub, attracting both regional and international projects. By investing in local talent, infrastructure, and high-quality productions, the emirate continues to position itself at the forefront of the global creative economy.
With initiatives like this, Abu Dhabi is not just fostering its creative community but also shaping the future of storytelling, ensuring Emirati narratives reach a wider audience while contributing to the UAE’s broader cultural vision.