Riyadh, Saudi Arabia, 17 October 2025(Kamran Raja): As part of Joy Forum 2025, Riyadh hosted a series of discussion panels featuring leading figures in the global entertainment, media, and sports industries, in the largest event of its kind in the region. Speakers explored content transformations, the future of entertainment cities, the global rise of Bollywood, and the increasing impact of technology and artificial intelligence on creative industries.
Global Platforms and the Sports Industry
In a session titled “Global Platforms in the New Age,” four top global executives gathered to discuss the future of sports and entertainment: Mike Sneesby, CEO of NBC, Shay Segev, CEO of DAZN Group, Gabe Spitzer, VP at Netflix, and Phil Marshall, Executive Director of Sky Sports. The session was moderated by British broadcaster Piers Morgan and attended by leading decision-makers and digital broadcasting experts.
The panel explored the competitive evolution among major platforms and how the race for broadcasting rights has become a field of innovation to enhance audience experience. Speakers emphasized that the true value today lies not only in owning rights, but in a platform’s ability to build long-term, interactive relationships with fans.
Phil Marshall highlighted that Sky Sports no longer has an “off-season,” as the network maintains year-round coverage of football, golf, Formula 1, and cricket, supported by a digital ecosystem that keeps viewers constantly connected. He added that the success of any platform is measured by its ability to “ignite public conversation” both on and off the screen.
Gabe Spitzer discussed Netflix’s approach to merging sports with storytelling through global documentaries like Drive to Survive, The Last Dance, and Beckham, noting that audiences seek authenticity and humanity, and that showing the real lives of athletes builds deeper fan loyalty. He stressed that Netflix aims not only to serve existing fans, but also to turn casual viewers into loyal supporters.
Shay Segev stated that sports are undergoing a digital transformation similar to what happened in music and film with Spotify and Netflix. He explained that the future is shifting toward centralized digital broadcasting rather than fragmented rights across channels. He referenced DAZN’s global broadcast deal with FIFA, which created a unified platform for streaming and production, as well as partnerships with Riyadh Season and the NFL.
Mike Sneesby of NBC spoke about the convergence of sports and entertainment as the core pathway of the modern industry, noting that platforms capable of moving fans from mere viewing to full participation will lead the future. He acknowledged that traditional broadcasting still holds a strong audience but must integrate with digital media to unlock full value.
During the conversation, Piers Morgan pointed out that His Excellency Turki Alalshikh’s social media accounts represent a global model of direct engagement with events, allowing global audiences to follow developments in real time. He described this as a “revolution in leadership-to-audience communication.” Segev praised the Riyadh Season experience in response, noting that DAZN’s “Fan Zone” builds similar digital communities that strengthen connections among fans worldwide.
The session concluded with a consensus that Saudi Arabia is now one of the fastest-growing markets in global sports and entertainment. Sneesby highlighted the strong potential of cricket in the Kingdom, affirming that Saudi Arabia’s media environment is now ready to host world-leading experiences under an ambitious vision that has made Riyadh a global hub for entertainment and sports.
From Factory to Imagination: The Future of Entertainment Cities
In another session titled “From Factory to Imagination: The Future of Entertainment Cities,” moderated by Saudi media host Mohammed Islam, speakers included: Abdullah Al-Dawood, Managing Director of Qiddiya Investment Company, Scott Ross, Chairman of SeaWorld, Brian Machamer, President of Six Flags Qiddiya, and Alexander Bouché, Managing Director of MackOne.
Al-Dawood said Qiddiya represents a qualitative leap in entertainment tourism, shifting from landmark-based destinations to experience-based engagement. He explained that the city is designed to be free of congestion and vehicles, featuring entertainment zones, hotels, and racing tracks in a safe, connected environment. He added that Qiddiya aims to export Saudi experiences globally and attract international IPs under the philosophy of “Now We Play,” which promotes play as a lifestyle that supports community development.
He revealed that the Dragon Ball IP will be transformed for the first time into a fully immersive real-world experience inside the city, along with partnerships with global brands such as Mercedes-AMG.
Scott Ross praised Saudi Arabia’s efforts in developing the entertainment industry, calling Qiddiya “a significant leap in global entertainment experiences,” and noting that clarity of vision and high-quality partnerships distinguish Saudi projects.
Brian Machamer stated that the theme park being built in the Tuwaiq Mountains will be the first operational phase of Qiddiya, designed to balance thrill rides and family experiences, aiming to set a benchmark for the entire city.
Alexander Bouché discussed the transition “from factory to imagination,” explaining that modern entertainment is now a fusion of engineering, storytelling, and interactive innovation, and that narrative has become the core of any successful experience.
Al-Dawood concluded by emphasizing that Qiddiya aims to become the world’s leading platform for integrated entertainment, cultural, and sports experiences, redefining modern entertainment and positioning Saudi Arabia as a global destination for human creativity.
Bollywood from East to West
In a session titled “East to West: The Global Rise of Bollywood,” stars Shah Rukh Khan, Salman Khan, and Aamir Khan met together for the first time in ten years. Moderated by Lebanese actress Razane Jammal, the panel explored Bollywood’s journey to global influence and how it has become a cross-cultural powerhouse through digital platforms.
Shah Rukh Khan said success does not lie in a “magic formula,” but in a truthful relationship between the artist and the audience, stating: “People create the star, and we simply try to tell stories honestly”.
Aamir Khan explained that success is a mix of talent, timing, and fate, noting that Indian cinema is rich in human stories that resonate emotionally with audiences everywhere.
All three stars agreed that emotion, drama, and music define the identity of Indian cinema and explain its global reach, as it delivers not just scenes to watch, but immersive experiences for viewers.
In closing, Shah Rukh Khan thanked Saudi Arabia for its warm hospitality, saying: “Let us not call it Bollywood anymore, but the Indian film industry that reflects the diversity of India’s regions and cultures, and we are grateful to the Kingdom for this historic gathering”.
Skill, Talent, and Technology: Engines of a New Creative Era
The forum also hosted a session titled “Skill… Talent… Culture… and Technology,” bringing together leading global creatives to discuss the transformation of creative industries through technological advancement and the fusion of culture with innovation.
Tim Sale spoke about his journey in the world of comic books, emphasizing that creativity begins with passion and the determination to go beyond the ordinary.
Stefan Saunders shared his experience of founding his company 27 years ago, explaining that integrating technology with production flexibility was the key to successfully transitioning from traditional film to digital.
Dr. Essam Bukhari, CEO of Manga Productions, stated that entertainment is not just an economic industry, but also a tool for improving quality of life, noting that entertainment reduces anxiety rates globally by 25%. He affirmed that the Kingdom “does not merely participate in entertainment but competes to win” through projects like the Esports World Cup, Qiddiya, and Dragon Ball.
Kevin Loewen from German company ARRI concluded that innovation is the measure of survival, noting that their entry into the Saudi market reflects their confidence in the future of creative entertainment in the Kingdom.
The participants agreed that the intersection of talent, technology, and culture has become the driving force of a new era in creative industries, and that Riyadh today is one of the world’s most important destinations leading this transformation.
AI and Artists’ Rights
In a session titled “Artists’ Rights & Royalties in the AI Era”, moderated by Saudi media host Mohammed Islam, industry leaders discussed the impact of artificial intelligence on artist rights and the future of music production. The panel featured: Lilia Parsa, President of Capitol Records, Alfonso Perez Soto, Executive Vice President of Warner Music Group, and Salem Al Hendi, CEO of Rotana.
Parsa stressed that AI should be used as a tool to support creativity, not replace it, and that companies must protect artists’ voices and likenesses from misuse.
Perez Soto explained that technology has reached a point where complete musical compositions can be generated through text commands, necessitating new legal frameworks. He revealed a live experiment conducted during the forum to create an AI-generated song.
Salem Al Hendi affirmed that technological advancement has enhanced Arabic music production but also increased the need for stricter regulations to protect intellectual property, noting that industry success requires a balance between technology and creative value.
Closing
At the end of the forum, Engineer Faisal Bafarat, CEO of the General Entertainment Authority, delivered a message confirming that the event will return next year with even bigger stories that reflect the accelerating global transformations. He expressed his gratitude to all attendees and participants for contributing to the success of the event.