In a major leap toward transforming the region’s media landscape, the Creative Media Authority (CMA) has announced a landmark $15 million partnership with NG9 Holding. The strategic deal represents a multi-layered commitment to expanding Abu Dhabi’s global creative influence through high-quality film and television production.
This collaboration marks a bold step in nurturing local talent, boosting international appeal, and reinforcing the emirate’s reputation as a premier media destination.
Ambitious Scope with Creative Firepower
Under the terms of this partnership, CMA and NG9 Holding will co-develop and produce two feature-length films and a 10-episode television series. All projects will be developed, shot, and post-produced in Abu Dhabi, showcasing the emirate’s advanced infrastructure and production ecosystem.
Filming is set to commence in September, signaling an accelerated timeline that brings momentum and immediate opportunities to the region’s production professionals, service providers, and on-screen talent.
This is not merely a content partnership—it’s an investment in a sustainable creative economy that aspires to blend cultural storytelling with commercial success.
Who Is NG9 Holding?
NG9 Holding is a collaborative entity comprised of three of the UAE’s most forward-thinking companies: Nirvana Holding, Gewan Holding, and 9Yards. Together, they bring a powerful mix of expertise spanning tourism, investments, logistics, communications, and creative media.
The trio is uniquely positioned to support end-to-end production requirements—from transport and accommodation to public relations, marketing, and global distribution. Their collective network provides the kind of seamless, integrated production logistics that few regions in the world can offer.
Creative Vision Meets Strategic Intent
At its heart, this partnership reflects a vision much larger than screens or studios. CMA’s mission has always revolved around turning Abu Dhabi into a global hub for innovation, storytelling, and cultural exchange.
Through this alliance, the focus expands from just attracting international projects to empowering homegrown filmmakers. The goal is to create an ecosystem where Emirati talent thrives, international talent is welcomed, and the UAE’s stories are told in ways that resonate globally.
NG9 Holding’s involvement complements this vision by offering high-level hospitality services and production support, enabling international productions to operate effortlessly in Abu Dhabi while tapping into local resources.
Building Capacity at Home
One of the most compelling features of the deal is its strong emphasis on local talent. The projects will prioritize Emirati actors, directors, scriptwriters, and behind-the-camera professionals. This approach ensures that the UAE’s creative voices are not only heard but amplified.
This includes hands-on workshops, mentorship programs, and internships that bridge the gap between emerging creatives and seasoned industry professionals. By directly investing in people, the partnership plants the seeds for long-term creative growth and sustainability.
It’s a win-win: fresh talent gets real-world experience, and productions benefit from authentic local narratives and perspectives.
Production Begins September: What to Expect
September is when the cameras officially start rolling. Preparations are already underway, with casting, location scouting, and production logistics progressing rapidly.
Audiences can expect a mix of genres that reflect both regional storytelling and international tastes. The TV series aims for global appeal with locally grounded themes, while the films are expected to explore narratives that spotlight the UAE’s culture, values, and landscape in cinematic detail.
By positioning Abu Dhabi as both subject and setting, these productions aim to set a new benchmark for Middle Eastern storytelling on screen.
Economic & Cultural Impact
The infusion of $15 million into the media ecosystem is significant, especially when directed toward creative development, production logistics, and workforce expansion. However, the impact goes far beyond numbers.
On the economic front, the production activities will generate jobs, boost tourism-related services, and activate ancillary industries like transportation, hospitality, and catering. More importantly, the success of these projects could encourage additional regional and international investments in Abu Dhabi’s creative industries.
Culturally, this partnership offers a much-needed platform for stories that are deeply rooted in the UAE’s identity. It’s an opportunity to counter stereotypes, present new narratives, and foster pride in national creativity.
Reimagining Abu Dhabi as a Creative Hub
This deal is not an isolated move—it’s part of a broader strategy to transform Abu Dhabi into one of the world’s top creative cities. For years, the emirate has been quietly investing in infrastructure, training programs, and industry collaborations designed to elevate its media profile.
This partnership is a culmination of those efforts—a bold signal to the global creative community that Abu Dhabi is not only open for business but ready to lead.
The projects supported by this deal will be eligible for filming rebates, talent development subsidies, and streamlined access to state-of-the-art facilities. Everything is designed to attract talent, facilitate production, and deliver compelling content to a global audience.
A Deal with Human Value
While the financial figure of $15 million is impressive, the most valuable asset in this partnership is human capital.
From Emirati screenwriters to set designers, from logistics coordinators to assistant directors, this initiative places people at its core. It’s about unlocking potential, offering first chances, and telling stories that might otherwise never reach the screen.
It also makes room for cross-cultural collaboration, as international creatives will have the opportunity to work alongside local teams, resulting in a richer and more diverse creative output.
Navigating the Challenges
No creative venture is without its hurdles. Tight production timelines, coordination across multiple stakeholders, and the balancing act between creative freedom and commercial viability all present real challenges.
However, both CMA and NG9 are entering this partnership with a clear roadmap, deep resources, and a shared commitment to success. The structure is in place, the teams are experienced, and the ambition is aligned.
This isn’t just a one-off production spree—it’s a foundational step toward building a long-term creative economy that values innovation, representation, and global reach.
The Road Ahead
As cameras start rolling in a few months, all eyes will be on Abu Dhabi to deliver. Early success could open the floodgates to more collaborations, bigger budgets, and higher-stakes productions.
Already, whispers are growing louder about future seasons, sequels, and spinoffs that could follow if these initial projects resonate with audiences.
More importantly, this partnership sets a precedent. It shows that strategic vision, creative ambition, and local investment can come together to produce something extraordinary.
Final Thoughts
The Creative Media Authority and NG9 Holding’s $15 million partnership is more than just a news headline—it’s a statement of intent.
It represents Abu Dhabi’s unwavering belief in its creative people, its storytelling potential, and its ability to compete on the world stage. By aligning public vision with private capability, this partnership lays the groundwork for a future where the UAE is not just a destination for filming—but a birthplace of stories that touch hearts across continents.
The journey begins in September. The stories that emerge could redefine what’s possible in Middle Eastern cinema.
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