Producer Behind The X Factor and Carpool Karaoke Formats Makes Major Move Into AI
The company behind regional versions of The X Factor, Carpool Karaoke and Takeshi’s Castle is making AI production a major part of its new strategy.
A production company behind regional versions of The X Factor, Carpool Karaoke and Takeshi’s Castle is making artificial intelligence a major part of its future as it restructures around original entertainment.
Dubai-based MForMedia has appointed veteran television executive Ziad Kebbi as Managing Director, with the company now planning to focus more heavily on creating and owning its own scripted and unscripted shows. AI production and digital content will form two of the main pillars of that new strategy.
MForMedia was founded around a decade ago by Khalil Homeissy and Ralph Matar, who will remain with the business and oversee wider group strategy. The company has traditionally produced established international formats for regional audiences, but the new direction will put greater emphasis on developing original intellectual property that it can own rather than simply producing formats created elsewhere.
Kebbi said the company intends to create and produce content across scripted, unscripted and digital entertainment while using the tools and production methods emerging across the industry.
That does not mean every future MForMedia project will be AI-generated, but it does make AI a formal part of the company’s production strategy rather than a one-off experiment.
