Rotana, the leading media and entertainment company in the Middle East, is participating in the Future of Media Exhibition (FOMEX) in Riyadh from 19-21 February, as the media partner of this important event in the Arab region. The FOMEX exhibition offers a comprehensive presentation of the latest trends in content creation, development, production, broadcast, content management, and post-production, with the participation of more than 200 local and international partners under one roof. The FOMEX exhibition in Riyadh is the largest in the Middle East, where creators and specialists meet to exchange ideas and explore the latest technologies and innovations, and host exclusive shows and inspiring dialogue sessions that reflect the uniqueness of creativity and the development of media in the region. As part of the important events, Her Highness Princess Lamia bint Majid Al Saud, Executive Manager of Rotana Studios, participated in a dialogue session entitled "The Future of National Identity in a Changing World," where she opened the session with an introduction to the concept of marketing Saudi culture on the Arab scene, considering that the sector should be created from the beginning. Therefore, when we talk about marketing for the Kingdom, the message must be specific, whether the marketing is economic or to encourage investments. Consequently, this requires the implementation of different and suitable strategies for the sector and for the target audience, with a very important priority of addressing the new generation in their language. Her Highness Princess Lamia also focused on the use of experiences in the Saudi media sectors while emphasizing the need to regulate it in a way that is commensurate with aspirations, stressing that Rotana includes more than 50% of Saudi cadres. She added: "All recent Saudi initiatives represent support for the media sector, but unifying the message is difficult because the Vision 2030 requires us to move at rocket speed or more, and at the same time, we may need the issue of repeating the message."
