The Creative Media Authority has released the third episode of its “Family in Frame” series ahead of the International Day of Families, spotlighting how family support and shared experiences shape careers in Abu Dhabi’s growing creative media sector.
Launched as part of the UAE’s Year of the Family, the initiative explores the role families play in nurturing ambition, influencing career choices and supporting long-term development across generations within the creative industries.
Storytelling roots shape creative journeys
The latest episode features Athari Alsaadi, a Talent Management Specialist at the Creative Media Authority, whose connection to the media industry began through her father, Salem Abdulla Alsaadi, a veteran radio broadcaster.
Athari grew up surrounded by broadcasting, from hearing her father on the radio to visiting studios and watching live programmes being produced. Those experiences helped shape her understanding of the industry and eventually guided her own career path in media development and talent management.
Salem began his broadcasting career in 2002 with the former Emirates Media Incorporated, now known as Abu Dhabi Media Network. Over the years, he progressed through several radio production and leadership roles, including assistant director, programme producer and senior programme director.
Alongside his broadcasting work, he also contributed to regional media festivals and mentored emerging talent, reflecting what the series describes as a commitment to passing knowledge across generations.
Family support extends beyond professional life
The episode also features Athari’s mother, brother and sister, portraying a household where storytelling and creativity are embedded in daily life.
According to the series, the family dynamic illustrates how values such as discipline, encouragement and creativity can influence multiple personal and professional paths. For Salem, family represents the foundation supporting his professional life, while for Athari it serves as a space where ideas and ambitions are nurtured.
Today, Athari oversees several talent development programmes at the Creative Media Authority, including CNN Academy Abu Dhabi, media camps and creative workshops. Her work focuses on creating opportunities for young people entering the creative media industry through programme development, partnerships and training initiatives.
Abu dhabi ecosystem supports emerging talent
The series also highlights Abu Dhabi’s broader creative media ecosystem and its role in supporting sustainable careers for individuals and families working in the sector.
Salwa Al Hadhrami, Head of Creative Content and Creative Community Projects at the Creative Media Authority, said the initiative aims to showcase stories that reflect how family encouragement and shared experiences contribute to personal and professional growth.
She added that the stories also demonstrate how families and industry together help support the next generation of creative talent.
The “Family in Frame” series continues to feature families contributing to Abu Dhabi’s creative media industry while reinforcing the authority’s focus on talent development, skills training and opportunities for emerging creatives.
