25/10/2025
Middle East – An Open Market with Content in Multiple Languages
Mazen Rifka, Founder and CEO of Global Media Group, is an expert in distribution across the Middle East markets and in localization and dubbing worldwide in all languages. He also serves as a consultant for New Interactive Studios (NiS). In an exclusive interview with Amanda Ospina, director and editor of TVMAS, he discusses the opportunities of an industry exceeding 22,000 hours of dubbed content, offering a diverse range of productions including telenovelas, films, animation, and documentaries.
A Challenge and an Opportunity
One of the biggest challenges facing the dubbing industry is the dual pressure of the global economic crisis and the emergence of a new investment model in media production, where content is released on digital platforms and revenue is generated from subscriptions or views.
Mazen Rifka explains that since participating in MIP Miami 20 years ago, he has seen the globalization of TV and the consolidation of distribution companies. This opened the door for cross-border collaborations and the rise of large dubbing hubs serving markets around the world.
With the creation of NiS (New Interactive Studios) in Berlin and Dubai, the company now specializes in high-end localization, dubbing, and technological innovation for the audiovisual sector.
as a Competitive Edge
In his discussion with TVMAS, Rifka emphasized that NiS stands out for developing a proprietary dubbing management system, a technological advancement that improves production efficiency, reduces costs, and guarantees consistent quality.
“What sets us apart from the fierce competition is that we are working on developing a proprietary dubbing management system, a technological advancement that ensures higher production efficiency, reduced costs, and guaranteed consistent quality.”
With over 22,000 hours of dubbed content, NiS provides a wide selection of productions — from dramas, films, and animations to documentaries — for clients across the globe.
Rifka highlights that despite the current global turbulence — marked by economic crises, wars, and rapid technological change — creative industries continue to evolve through innovation, digital transformation, and adaptive production models.
The Road Ahead:
“To navigate this new global scenario, we must adapt to changes in investment, production models, and technology. We’re not just focusing on creativity; we’re also leading the technological evolution of distribution windows.”
Rifka concludes passionately:
“We are striving to create new benchmarks in dubbing and localization. With a strong foundation in efficiency, cost-effectiveness, and superior quality, NiS is poised to make its mark on the global stage.
