Before joining Saudi Arabia's MBC Group in 2021, Zeinab Abu Alsamh, one of The Hollywood journalist's 2024 Most Powerful Women in International TV, she served as commercial director of the Saudi Broadcasting Authority, where she was responsible for programming strategies across the entire broadcast portfolio.
At MBC Studios, MBC Group's in-house premium content production arm, he oversees the production and development of new projects, while also serving as CEO of MBC Academy, which discovers and nurtures emerging talent.
“Internally, we dedicated a restructuring last year to better serve the market and empower those with the right skills,” he says, adding that in the last year the Academy's greatest achievement “was having 23,000 beneficiaries who have graduated from our training programs. We are incredibly proud of them.”
What was your first job in the company?
My first job was in the advertising industry as an account executive, which eventually evolved into a strategic planner role. In that position, I was responsible for understanding consumers and finding ways to create ads that resonated emotionally while addressing practical needs. I often revisit what I learned in that role to better understand our viewers and what moves them. I really loved that first job!
What was the biggest professional challenge you faced last year?
The most exciting part of working in a market like the Kingdom of Saudi Arabia is the rapid change the country is experiencing. However, constantly staying on top of what's relevant and understanding the stories our audiences want to see on screen can be considered a challenge, but to be honest, I find it more exciting than anything else. It inspires us to constantly push to eliminate confusion and serve our audiences well.
What do you consider your biggest accomplishment of the past year?
Internally, we dedicated a renovation last year to better serve the market and empower those with the right skills. Considering MBC Acadmey, our biggest achievement was having 23,000 beneficiaries graduate from our training programs. We are incredibly proud of them.
What needs to be done to improve equality and diversity within the sector?
You may be surprised by the high percentage of diversity and women in leadership roles within our organization. More than 50% of my team is made up of women from diverse backgrounds. However, the challenge for women in our line of work remains achieving work-life balance. We offer flexible working hours and I have a KPI to ensure my teams maintain a healthy balance, which is always a win-win.
What is or has been the biggest challenge in being a woman in this (still very male-dominated) industry?
As mentioned, work-life balance is the biggest challenge. Despite the progress made in gender diversity in the region, I believe that balancing professional responsibilities with personal life continues to be a struggle for many women. I am committed to supporting my team by promoting flexible working conditions. And MBC Group is very supportive of flexible working and supporting women in leadership roles.
What current industry trends do you hope to see return to soon?
I was recently appointed head of MBC Talent, an integral part of our business. This division is relatively new compared to other departments in the MBC Group and there is a lot of potential to build an infrastructure that matches the pace of rapid growth in the industry. If I had to pick one trend to focus on, it would be artificial intelligence and how we can all learn to benefit and improve our work at all levels.
What advice would you give to young women just entering the industry?
Never stop learning and wanting to learn. The industry is constantly evolving, and knowledgeable, adaptable people will always have an advantage. Being well-rounded in your experience is key, and continuous learning will pay off.
Which show, currently on air, would you have liked to make?
It's hard because there are so many! However, the fantasy genre always intrigues me. I often think about what it would be like to create a large-scale fantasy series in Saudi Arabia.
What do you watch for pleasure?
I like watching reruns. There's something relaxing about revisiting the classics and learning from them without worrying about the ending. I go in already knowing how it will end!
What do you do to relax?
I spend time with my family and visit my parents. I don't get to do it as often as I'd like, so it's always my favorite “solution” to unwind.