Rania Masri on the Future of the Broadcast and Entertainment Industry
Rania Masri, Chief Brand and Marcomms Officer at the newly rebranded IMI spoke to Communicate about several topics pertaining to the broadcast and entertainment industry today.
The newly rebranded IMI, which is a privately owned, global media group headquartered in Abu Dhabi with operations across 19 countries and whose portfolio includes renowned media brands such as Sky News Arabia (as part of a joint venture with Sky UK), The National, Al-Ain News, CNN Business Arabic, and a minority stake in Euronews. Additionally, through Redbird IMI, its joint venture with Redbird Capital Partners, it invests in leading media, sports, and entertainment brands worldwide. With all this studded background, Communicate reached out to Rania Masri, Chief Brand and Marcomms Officer at IMI about several topics pertaining to the broadcast and entertainment industry today.
IMI just unveiled a new identity under the theme of “connection.” Considering IMI is now reaching 19 territories, where is the fine line between connecting cultures and diluting your identity to be a people-pleaser?
At IMI, we are deeply committed to using our platforms responsibly by sharing stories that connect people, bridge cultural gaps, and foster a positive, forward-thinking world. Balancing connection with authenticity is a challenge that every global brand faces. Our new identity, centred on the theme of "connection," captures our essence of being human, optimistic, and empowering.
We aim to resonate universally through shared values while respecting local nuances. This approach reflects our vision of "A World Closer," a world where people are more connected, and gaps are bridged through understanding and empathy. Through the power of impactful content, IMI’s presence across 19 territories allows us to tell stories that matter to diverse communities. This demonstrates that global connection doesn’t mean diluting our identity to please everyone—it means fostering meaningful relationships that empower us to connect with broader audiences in impactful ways.
How are you harnessing new technologies – specifically AI – to better reach and connect with your various audiences?
At IMI, we are embracing AI as a transformative tool to enhance our connection with diverse audiences. By analysing vast amounts of data across multiple channels and languages, AI enables us to understand what our audiences think and feel, allowing us to create content and products that meet their needs with precision and speed.
Beyond audience insights, AI also elevates our content creation and production capabilities. Our creative teams utilise AR and VR technologies to craft immersive experiences, transporting audiences to different spaces and times. This innovation has recently earned us industry recognition.
AI is now embedded into IMI’s operations, from personalised content recommendations to data-driven storytelling. For example, we have pioneered the use of AI in producing promotional videos, short-form documentaries, and graphical openers. These productions leverage generative AI across the entire workflow, including visuals, audio, music, voiceovers, sound design, and platform adaptation. This innovation recently earned IMI Creative Services the award for Best Generative Use of AI.
Today, nearly 80% of IMI’s documentary creative artwork incorporates AI, supported by multiple specialised AI models to ensure alignment across visual, auditory, and narrative elements. We view AI not just as a tool to expand reach but as a powerful enabler of relevance and resonance in our storytelling.
You are moving to new headquarters at Yas Island; to be honest, most of the time this is simply a cosmetic change. How will this be a major shift for your organisation internally?
The move to our new headquarters, along with the launch of our new brand, represents a significant milestone in IMI's transformation journey. It reflects a strategic repositioning that goes beyond aesthetics to redefine how we operate as an organisation.
Our Yas Island HQ was designed with our people at its core, and technology and innovation at the forefront. Bringing together most of our brands under one roof, the space features state-of-the-art broadcast, digital, and audio studios equipped with the latest technologies. This integrated setup fosters collaboration, creativity, and growth. By working together, our teams are inspired to raise the bar, creating a ripple effect of excellence that extends to our audiences and guests.
The new HQ is more than a workspace—it’s the engine driving IMI’s success. We have invested in best-in-class support services, cutting-edge tools, advanced studios, and an exceptional working environment to empower our teams and enable our network of companies to thrive.
We also believe a brand must be experienced to be remembered. Our HQ promises to deliver unique and immersive guest experiences, making every visit memorable. It is a cornerstone of our culture and strategy, offering spaces for innovation, cross-functional collaboration, and talent development. Its design and technology infrastructure reflect IMI’s commitment to industry-wide progress, ensuring we lead with impact and purpose.
IMI Media Academy, which is committed to fostering the next generation of media talent, is under your organization. As of late sadly, this is becoming a “me-too” – a section that over-promises and under-delivers. How is IMI Media Academy different from the rest and what – on the ground – did it deliver so far?
No brand should exist without giving back, and as a leading global media group, IMI recognises its responsibility to nurture the next generation of media professionals. The IMI Media Academy reflects this ethos, building on the success of initiatives like the Sky News Arabia Academy and The National’s Graduate Training Programme.
In recent years, greater collaboration and streamlined operations across IMI have enabled the Academy to evolve into a unified platform. This year alone, we have successfully trained hundreds of individuals and welcomed many graduates into our professional network. These results demonstrate the Academy’s ability to foster real-world readiness and equip participants with tangible skills.
The Academy stands out with its hands-on approach, integrating industry practitioners into the learning process. Participants engage with cutting-edge technologies and state-of-the-art tools, gaining experience in an applied environment. This isn’t just about training—it’s about launching meaningful careers. The IMI Media Academy bridges the gap between theoretical learning and practical application, empowering graduates to shape the future of media.
At the end of the day, everyone claims to see the future, but we are – on all possible levels – in uncharted territories. Still, for your two cents, where do you see things going for the broadcast and entertainment industry and at what pace?
The future of the broadcast and entertainment industry hinges on how well we stay ahead of societal change. To remain relevant, we must anticipate the evolving needs of our audiences. The future is "anywhere, anytime" news and entertainment, ensuring we stay top of mind by being available when and where our audiences need us.
Breaking news alone is no longer a differentiator. IMI focuses on leveraging the latest tools, platforms, partnerships, and investments to craft experiences that engage and resonate. A successful brand must be discoverable on preferred platforms, capture attention quickly, and deliver deeper value through engaging, longer-form content. Time is the ultimate luxury, and trust, consistency, and meaningful engagement are key to earning it.
The industry is rapidly evolving, with emerging technologies like omnichannel, AI, immersive experiences, and data analytics driving change. At IMI, we foresee a future shaped by AI-driven personalisation, real-time content, and interactive formats. Alongside these advancements, authenticity and human connection will remain essential, balancing technological innovation with storytelling that resonates deeply.
