The 8th edition of MYCONTENT and the 10th edition of Dubai International Brand Licensing Fair, part of the Big Entertainment Show, BES, were inaugurated today by Ali Ibrahim, Deputy Director-General of Dubai Economy, at the Dubai International Convention and Exhibition Centre.

The annual events attract the biggest media brands and business establishments from the global entertainment landscape, including world-renowned TV broadcasters, content producers, buyers, creative agencies, investors and licensors from the Middle East and North Africa, MENA, region and around the world.

After the opening, Ali Ibrahim, along with a number of key officials and industry leaders, toured the exhibition area where they were introduced to the latest content productions, technologies and developments in the fields of brand licensing, TV and film productions.

Commenting on the significance of the events, Ali Ibrahim said, "We are delighted to see these two events bringing together pioneers and industry leaders to leverage the power and potential of content in today’s fast-changing media landscape. Dubai chose to be in the forefront of this transformation long ago with initiatives such as Dubai Media City and the International Media Production Zone. With the city set to emerge as the smartest in the world, Dubai presents a new wave of opportunities for all content producers and brands focusing on the UAE and the wider region."

Anas Al Madani, Vice Chairman and Group CEO of INDEX Holding, said, "MENA ranks second globally in terms of daily video views at over 310 million, placing it well ahead of Brazil and behind only to the United States of America."

"2016 - 2018 is expected to be an era of many mobile first markets in the MENA region. And, as mobile penetration in the UAE is among the highest in the world, with smart phones accounting for around two thirds of the UAE’s mobile handsets, the country is therefore witnessing a major shift in terms of consumers who are leapfrogging to smartphones in order to consume video content or head for social media engagement," he added.

The two-day exhibition and conference is expected to attract over 900 visitors and top TV executives, media players, as well as students from film and media schools.

MYCONTENT, running until tomorrow, is organised by INDEX Conferences and Exhibitions Organization, a member of INDEX Holding, and it is supported by TwoFour 54, National Media Council, Dubai Film and TV Commission, Gulf Radio and TV Organisation and Sharjah Media City, SHAMS.