MBC GROUP and Cenomi Centers have entered into a strategic partnership to introduce an immersive live media experience at Westfield Riyadh, bringing together broadcasting, entertainment and retail under one destination.
The collaboration was formalised during a signing ceremony at MBC GROUP’s headquarters in Riyadh, attended by senior executives from both organisations, including Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, and Mike Sneesby, Chief Executive Officer of MBC GROUP.
As part of the agreement, Cenomi Centers will establish a dedicated MBC GROUP presence within Westfield Riyadh. The space will feature state-of-the-art television and radio studios equipped with advanced production and broadcasting technology, with live interactive programming set to begin when the destination officially opens.
The new studios will host several of MBC GROUP’s flagship television programmes, including Sabah Al Khair Ya Arab and Kalam Nawaem, alongside live broadcasts from MBC’s radio networks. The venue will also feature celebrity appearances, audience engagement activities, exclusive broadcasts and content creation initiatives, creating an interactive environment where visitors can connect directly with popular media personalities and programming.
Commenting on the partnership, Mike Sneesby, Chief Executive Officer of MBC GROUP, said: “We are delighted to enter into this strategic partnership with Cenomi Centers. This collaboration brings media, entertainment and retail together in an innovative and exciting way. By extending our presence into one of Saudi Arabia’s most significant lifestyle destinations, we are creating new opportunities to connect with audiences, enhance consumer experiences and contribute to the continued growth of the Kingdom’s media and entertainment ecosystem.”
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said: “Westfield Riyadh has been designed to redefine the concept of a modern lifestyle destination by bringing together retail, entertainment, culture and community. Through our partnership with MBC GROUP, we are introducing an entirely new dimension to the visitor experience, transforming media from something people simply consume into something they can actively engage with and experience firsthand.”
Fadel Zahreddine, Group Director of Emerging Media and New Initiatives at MBC GROUP, added: “What makes this partnership unique is its integration into the everyday lives of residents and visitors in Riyadh. By combining media, entertainment and retail in one destination, we are creating an immersive experience that extends beyond traditional broadcasting and creates meaningful new touchpoints between audiences, content and brands.”
Dennis Michael, Chief Business Development Officer at Cenomi Centers, added: “This partnership reflects our commitment to delivering world-class experiences that create value for both visitors and partners. By combining MBC GROUP’s content capabilities with Cenomi Centers’ Retail Media Network, we are creating a powerful platform for storytelling, audience engagement and brand activation while further strengthening Westfield Riyadh’s position as one of the Kingdom’s most innovative lifestyle destinations.”
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