MBC Group will establish live radio and television studios at Westfield Riyadh under a strategic partnership with Cenomi Centers, a leading Saudi developer and operator of shopping malls and lifestyle destinations, bringing live broadcasting, audience interaction and brand experiences together in one location.
According to TradeArabia, the companies announced the partnership during a signing ceremony at MBC Group’s headquarters in Riyadh. As Cenomi Centers’ flagship destination, Westfield Riyadh aims to combine retail, dining, entertainment and community experiences, with the addition of fully integrated broadcast facilities creating what the partners described as a new type of live media environment.
The dedicated MBC Group space will include radio and television studios equipped with advanced production and broadcasting technology. Once Westfield Riyadh opens, MBC’s radio networks will broadcast live from the destination, allowing visitors to engage directly with presenters and programming. The television studios will also produce live, interactive broadcasts featuring several of MBC’s flagship programs, including “Sabah Al Khair Ya Arab” and “Kalam Nawaem.”
TradeArabia reported that, beyond daily broadcasts, the venue will host celebrity appearances, audience activations, special broadcasts and content creation initiatives. The partnership will also create new advertising opportunities by combining premium media content with physical retail experiences and direct audience engagement.
“We are delighted to enter into this strategic partnership with Cenomi Centers,” claimed Mike Sneesby, chief executive officer of MBC Group. “This collaboration brings media, entertainment and retail together in an innovative and exciting way. By extending our presence into one of Saudi Arabia’s most significant lifestyle destinations, we are creating new opportunities to connect with audiences, enhance consumer experiences and contribute to the continued growth of the Kingdom’s media and entertainment ecosystem,” he said.
Alison Rehill-Erguven, chief executive officer of Cenomi Centers, argued that Westfield Riyadh was designed to redefine the concept of a modern lifestyle destination by bringing together retail, entertainment, culture and community. “Through our partnership with MBC, we are introducing an entirely new dimension to the visitor experience, transforming media from something people simply consume into something they can actively engage with and experience firsthand,” she said.
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