Riyadh: At a time when economic imperatives intersect with the influence of public messaging, the session 'How Can Media Partnerships Succeed in Creating a Sustainable Economy?' addresses a central challenge: how to transform collaboration between media organizations and sustainability-driven companies into long-term, value-based partnerships. The session is part of the Saudi Media Forum 2026, to be held in Riyadh from February 2 to 4. It explores the evolving equation between media outlets seeking resilient business models and sustainable enterprises in need of credible platforms that resonate with audiences and support lasting growth.
According to Saudi Press Agency, the discussion begins with a core question: Why do media organizations need sustainable companies? As consumption patterns shift and competition for audience attention intensifies, partnerships with sustainability-focused entities offer media outlets content anchored in social value while strengthening credibility and relevance. In turn, these collaborations provide sustainable companies with broader communication platforms to articulate their missions in ways that build trust, enhance awareness, and deepen public engagement.
The session then examines the theme of 'Partnership Challenges Amid Slowing Economic Growth in Media Institutions,' focusing not on the willingness to collaborate but on how to structure fair and balanced partnerships. Key considerations include safeguarding editorial independence, establishing transparent governance frameworks, defining clear roles, and developing measurable impact indicators. Such elements are essential to sustaining public trust and ensuring that partnerships contribute to durable economic value rather than short-term momentum.
Another segment, 'How Can Small and Medium Enterprises (SMEs) be Created through Sustainable Media and Economic Partnerships?', explores emerging value chains at the intersection of media and sustainability. Opportunities include specialized content production services, video-on-demand platforms, audience measurement and performance analytics, and advisory services for partnership design and management. These pathways directly link to the broader objective of enhancing community awareness of sustainability initiatives, with media serving as a bridge that translates projects into tangible outcomes that resonate across generations.
The session brings together prominent leaders from media, business, and technology. CEO of CME in the Czech Republic Sam Barnett heads the largest media network in Central Europe, operating television and video-on-demand services across seven countries. Since joining CME in May 2025, he has drawn on more than two decades of leadership experience, including his tenure as CEO of MBC Group since 2011, during which he led the company's 2024 IPO. His academic background in history and economics from the University of Cambridge and an MBA from INSEAD informs his perspective on sustainable media economics and cross-border partnerships.
Executive Director of Global Chamber London Zeynab Al-Khero brings expertise in international trade, foreign investment, and cross-border collaboration. She is the first Arab woman to lead a London chapter of the International Chamber of Commerce and the founder of ZALK Consulting, advising on market entry and sustainable expansion between the UK and GCC markets. Her work with the UK government and parliamentary institutions on women's empowerment and inclusive leadership situates media partnerships within a broader development framework.
CEO of Grass Valley Jon Wilson brings the technology dimension, highlighting its role in enabling sustainable media partnerships. Leading the company since 2023 and appointed CEO in 2025, he has focused on accelerating transformation and long-term growth. His prior experience at Telestream and Radisys includes global expansion, mergers and acquisitions, and strategic exits. With a background at KPMG as a Certified Public Accountant (CPA) and academic training at Linfield University, he adds a financial and operational lens to discussions on sustainability and performance measurement.
Moderating the session is CEO of Media Rating Company (MRC) Bandar Al-Mashhadi, the Kingdom's only officially licensed audience measurement entity and a national benchmark for the advertising industry. With over 25 years of experience in engineering, media, and project management, a Bachelor of Science in Mechanical Engineering (Aeronautics) from King Fahd University of Petroleum and Minerals, and participation in Harvard Business School's Executive Leadership Program, Al-Mashhadi brings a data-driven approach to linking societal impact with measurable outcomes.
Through this session, the Saudi Media Forum 2026 underscores that media partnerships are not mere rhetorical commitments but structured frameworks that align interests, impact, and accountability. When built on clear principles and transparent metrics, such collaborations can generate long-term value, unlock opportunities for SMEs, and strengthen public awareness-transforming the concept of a sustainable economy from aspiration into practice.