tadreeb partners with French archive specialist

Partners offer MAM training and consultancy services to clients.
The tadreeb facility in Abu Dhabi.
The tadreeb facility in Abu Dhabi.


twofour54 tadreeb, the training arm of Abu Dhabi’s content free zone, has partnered with French archiving specialist L’institut National de L’audiovisuel (INA) to offer a gamut of specialised courses in archiving and media management to Middle East media professionals.

Speaking exclusively to DPME.com, Phaedon Vass, head of twofour54 tadreeb stated that this alliance will not just help the two organisations come together to provide vocational training but also provide consultancy services to regional clients.

“A key aspect of our relationship with INA will be our ability to provide consulting services, which is a big growth area and a big value-add that the academy can provide to media companies in the region,” stated Vass.

“While INA is based in France, it delivers services in terms of training, professional development and consulting services to a whole variety of media clients across the world including some in the Gulf. This partnership will enable us to offer clients consultancy in terms of what kind of an asset management solution would be the most appropriate for them based on their requirements,” he added.

Vass stressed that attendees would have hands-on experience and the opportunity to work across a variety of different formats and technologies as INA is not tied to any specific manufacturer or brand.

“This is one of the key factors that attracted us to an alliance with INA as it is not married to any particular vendor or technology. It works across a variety of formats and technologies. Media asset management is a very big topic so we have a whole suite of courses with regards to technical delivery, consulting services and delivering strategy and professional services,” he said.

Some of the courses that the partners can provide together include the management of digital media for import and export in editing and post production; implementing an audio visual backup plan; engineering digital audiovisual archiving systems; and management of file and media formats for multi-platform broadcasting and distribution.

Wayne Borg, COO of twofour54 commented that the partnership with INA is only one of several others tadreeb will sign in the coming months “to broaden our curriculum” and “achieve our objective of building a centre of excellence for Arabic content production”.

“Training and skills development is absolutely fundamental to everything we do here. Without a skilled workforce, we will not be able to build the quality content that we are seeking to achieve out here. We signed an MoU last week with a number of organisations including the National Media Council, the UAE Academy and the Chamber of Commerce. It is the first of our forays into the higher education sector. We want to provide bridging programmes to graduating students to help them make the transition from an educational to a professional environment,” Borg added.

twofour54 tadreeb presently works with six partners including BBC, Thomson Reuters Foundation, Adobe, Apple, Thomson Foundation and INA.

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