MYCONTENT 2018: Reshaped Dubai content market focuses on ROI

What attendees at the 9th edition of the Dubai International Content Market in December can expect - an interview with MYCONTENT show organizer Vlad Borovina.
MYCONTENT show organiser, Vlad Borovina, project manager at Index Conferences and Exhibitions
MYCONTENT show organiser, Vlad Borovina, project manager at Index Conferences and Exhibitions


Established in 2008 in Dubai, MyContent is organized annually by INDEX Conferences and Exhibitions. The event will offer a convergence of media, entertainment and technology at  the Jumeirah Beach Hotel Conference Centre, from Sunday 9th of December to Monday 10th of December this year. In an interview with Digital Studio, the organisers of the official international content market in Dubai, MYCONTENT, unveil their plans for this year.

Digital Studio: We heard about a total reshaping of Dubai event dedicated to Content. Tell us more about it?

Vlad Borovina: In 2018, MYCONTENT unveiled new groundbreaking plans as Dubai’s International Content Market and the only B2B event dedicated to content. What people used to expect or get from previous events in the region has been reshaped into a more ROI focused exhibition. The 2-day Dubai International Content Market has been designed with a new participating formula “plug and work” especially set up to satisfy the needs of the media industry. Besides providing the opportunity to have a ready-made exhibiting option, each exhibitor will have a number of pre-arranged meetings with potential customers.

DS: Why are trade shows like Dubai International Content Market important for the region?

VB: In today’s world, the developments in the media sector and new trends happening in the industry have created an environment where a dense competition takes place. Today, just producing quality content and releasing it to the market are not enough for success or sales.  In such an environment; attendance to this type of exhibitions provides important advantages and supports the companies for cooperating their marketing and advertising activities together. Being organized at the crossroads of Europe, Africa, the Middle East and Asia, Dubai International Content Market offers easy access to many of the world’s largest and fastest-growing companies. The competitive advantages are many – logistics, safety, dynamic workforce, infrastructure, and accessibility.

DS: What are you most excited about for Dubai International Content Market?

VB: Dubai International Content Market - DICM is gearing up for its strongest feature of participating executives yet. The show is set to welcome more than 60 exhibitors and 750 buyers not only from the 22 countries representing the MENA region, but also from expanding territories such as Eastern Europe, Central Asia and Indian Sub-Continent. As the only international content market in the region dedicated to all types of content, DICM brings together under one roof exclusive participants from around the world through a 7h range flight to Dubai in a glamorous venue– Jumeirah Beach Hotel, at a perfect date in the annual calendar for events – 9th & 10th of December 2018.

DS: What do you hope attendees can achieve by participating in Dubai International Content Market?

VB: A real good return of investment taking into consideration the exposure, the networking and the business opportunities. Nowadays (and especially in the region), it is getting harder to reach the client to sell your products or services because of the increasing alternatives and consumer consciousness. That is why it is more productive to attend a 2-day exhibition and interact directly with existing or potential clients rather than trying other options.

DS: What are the content trends you are most excited about?

Although having different starting points and approaches on the industry, many companies are reshaping into a more direct-to-consumer ecosystem where engaging with the needs of the audience is key. OTT is expected to grow to a point of doubling its revenues in less than 5 years with international players understanding more and more the cultural restrictions of the region and acting as such.

DS: What are some of the hot topics that will be addressed during the conference?

VB: With our conference program we are trying to offer the opportunity for key players to share the latest trends in the industry. Ranging from In-Flight Entertainment to Social Media, Piracy or local productions, the 2018 DICM Conference Program will have its own ‘must-attend’ feature.Apart from the traditional buying and selling aspect of the event, the show’s organiser will also run a parallel conference program and individual screening sessions.

DS: What are the hottest trends in the industry at the moment?

VB: It is obvious and clear that we are in a fast growing and evolving media ecosystem where different expectations come from a vast audience. Consumer behavior and new media companies challenge the way traditional media is being consumed. Content providers and marketers alike are changing the way they connect with consumers.

DS: Why are content and media marketplaces important to the industry participants?

VB: Despite living in a technological era where more and more activities happen in the online ecosystem, the importance of an exhibition or event still plays an influential role for companies. Exhibitors and non-exhibitors, buyers and sellers, visitors and media executives have the chance to come in direct contact and showcase products and services to a targeted audience. Whether is launching a new product, attracting new business or improving existing connections, there will always be the need to have a face-to-face interaction. On top of that, there are organizational factors not to be ignored, like piracy, content protection or even buying and selling negotiations. Also having 500 media executives from 50+ countries under one roof for two days creates a cost-effective platform for all business in a moment where most of us are looking at the return of our investment.

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