The energy around this year’s Sharjah Intl. Film Festival for Children and Youth points to a bigger story unfolding across the Emirate of Sharjah, which is in the United Arab Emirates: the emergence of a creative economy with real infrastructure behind it.
At its center is Sharjah Media City – also known as Shams – a young but fast-growing media and production hub betting that the next generation of Arab storytellers will want to build their careers closer to home.
Sharjah’s creative reputation was built on books, art and education, a long-standing commitment to culture that earned it the title of UNESCO World Book Capital in 2019. Now, that cultural ethos is being reframed through the lens of film and digital media. Shams is the engine behind that transformation, linking Sharjah’s artistic heritage with the tools of modern production.
“Sharjah has always valued knowledge and creativity,” reflects H.E. Mr. Rashid AlObad, director general of Shams. “We’re taking that foundation and translating it into the language of film, media, and digital innovation.”
A Different Kind of Media Hub
In a landscape dominated by Dubai Media City and Abu Dhabi’s TwoFour54, Shams is taking a different path, one built for agility. Its model favors small and midsize creators, offering quick setup, flexible operations, and space for experimentation.
“We’re carving our niche by being agile and culturally-rooted,” AlObad explains. “Our mission emphasizes creativity, innovation, and Arabic content development, aligning with Sharjah’s cultural identity.”
That approach has paid off. The Shams campus already houses podcast studios, filming spaces, and training centers that have hosted eight TV series and multiple commercial shoots. While other UAE hubs court major international studios, Shams is cultivating independent producers, content creators and small-scale media entrepreneurs, the same generation that festivals like SIFF are helping to inspire.
Sheikha Jawaher bint Abdullah Al Qasimi, director of SIFF, and H.E. Mr. Rashid AlObad, director general of Shams.
Training Meets Industry
Since its launch in 2018, Shams has built a reputation for its hands-on approach to developing creative talent. Its training programs have reached thousands of participants in directing, acting, editing, podcasting, presenting and production management, with over 50 workshops a year led by regional and international experts.
The UAE Entertainment Experience, often referenced as the Arab world’s pioneering attempt at audience-generated filmmaking, drew more than 2,500 participants and resulted in the feature “218: Behind the Wall of Silence,” which was nominated for three awards at the Septimius Awards in the Netherlands, nabbing the top prize in the best Asian actress category. Another program, the Hekaya Project, which AlObad describes as a script room supporting emerging writers, has already produced nine original series, three of which are moving into production for TV and streaming platforms.
That training infrastructure is set to expand with Shams Tadreeb, a dedicated e-learning platform that will bring media and creative courses online. “It’s about expanding access to knowledge and strengthening the UAE’s position as a regional talent hub,” AlObad notes.
From Festival Dreams to Career Pathways
At SIFF, Shams’ influence is visible on the ground. The organization has sponsored youth filmmaking workshops and hosted interactive exhibits like the “Films and Games” zone, exploring the intersections between gaming and cinema. AlObad positioned the collaboration as a cornerstone of Shams’ youth strategy: “We share SIFF’s mission to empower young voices. Our goal is to make sure a 15-year-old inspired by the festival today can find a real path into the industry tomorrow.”
Designing the Future
The next leap for Shams will be physical. The emirate recently awarded a design contract for Shams Studios, a five-soundstage complex that will include post-production suites, creative offices, and hospitality facilities.
“Our priority is to design a landmark facility that can serve both local and international productions,” AlObad shares. “We’re integrating virtual production, AI-driven workflows, and advanced post technologies from the start.”
Construction is expected to begin in late 2025. When complete, the complex will anchor Sharjah’s bid to become a global destination for content creation, a formidable counterpart to its established role in art and literature.
Education as Infrastructure
Parallel to its studio expansion, Shams is deepening its educational reach. Earlier this year, it announced 100 master’s scholarships for educational leaders and launched a Master’s in Digital Media and Entrepreneurship, a collaboration between the University of Sharjah and the University of Barcelona. Shams staff teach a dedicated course in “Digital Media and Sustainability,” and graduates receive a free business license to start their own ventures, “helping turn academic learning into real-world entrepreneurship,” AlObad asserts.
“We’re developing people at every level: from young creators to future industry leaders,” AlObad emphasizes. “Every investment in education should translate into new skills, new businesses, and a stronger creative economy.”
Sharjah Goes Global
This week, Shams took that message abroad at Mipcom in Cannes, where it showcased its studio complex and a slate of local projects. “Our presence was about building relationships and attracting co-production interest,” AlObad says, outlining Shams’ international push. “We want global filmmakers to see Sharjah as a destination for innovative, cost-effective, and culturally-rich production.”
Sharjah’s Next Chapter
For AlObad, Shams represents the next phase of Sharjah’s cultural trajectory, one where film, digital media and education merge into a unified creative ecosystem. “The Book Fair champions storytelling and knowledge; the Biennial celebrates visual and contemporary art; and Shams extends that creative energy into film, digital media, and content production,” he reflects.
In other words, what SIFF ignites each year –– young filmmakers discovering their voice –– Shams is building the means to sustain. “Our goal,” AlObad adds, “is to create a complete ecosystem, from concept to global distribution, while championing authentic Arab storytelling that reflects the UAE’s values of creativity, inclusion, and progress.”
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