Dubai Media Council strengthens future-ready media leadership with global training programme in Madrid

The Dubai Media Council (DMC), together with representatives from Dubai Government entities, concluded a specialised global executive training programme, held in Madrid, Spain, aimed at strengthening media leadership capabilities. The programme, held in partnership with Universidad Francisco de Vitoria, one of Europe’s leading universities, forms part of DMC’s ongoing efforts to foster innovation-driven talent and develop a future-ready media ecosystem aligned with Dubai’s long-term strategic vision.

Titled ‘Creativity and Innovation for Media Executives’, the programme brought together media decision-makers from a range of Dubai Government entities for structured executive learning delivered by leading global industry experts. Featuring executive masterclasses, applied workshops, and industry engagement, the programme was delivered by senior executives and specialists from leading global organisations including Mediawan, Adobe, PRISA Media, Freepik, Webedia, LLYC, Prodigioso Volcán, Toulouse Business School, and Secuoya Studios-Netflix.

The programme was designed to build leadership capabilities at the intersection of digital transformation, data intelligence, and the strategic, responsible deployment of artificial intelligence (AI) across media and creative sectors. It explored the forces reshaping global media, including rapid technological advancement, evolving audience behaviours, and the growing role of generative AI in content creation and distribution. At its core, the programme prepared media leaders not just to respond to disruption, but to shape it, enabling them to drive transformation while safeguarding editorial integrity, authenticity, and brand identity.

Hesham Al Olama, CEO of Media Development Sector, Dubai Media Council, said the programme forms part of the Dubai Media Council’s commitment to building a new generation of media leaders capable of navigating emerging technologies, changing content models, and shifting global audience expectations.

“Strengthening strategic leadership expertise is essential to ensuring Dubai continues to present its story to audiences across the world with clarity, credibility, and global relevance. Exposure to leading international media and production environments enables our media leaders to better understand how global content is created, scaled, and experienced by audiences worldwide. Initiatives such as this also open valuable avenues for collaboration with international institutions and industry leaders, supporting the continued development of Dubai’s media landscape and reinforcing its role in shaping the future direction of media and communication,” he said.

Ayesha bin Kalli, Head of Talent Development, Dubai Media Council, said: “The Dubai Media Council is committed to developing media leaders who can think both strategically and creatively across borders and platforms. This is essential to building a media sector that is not only competitive but also globally influential and resonant. Amidst a media landscape driven by the convergence of technological advancement, creative excellence, and deeper audience engagement, we seek to deliver executive training programmes in partnership with global organisations that place our talent at the heart of the global industry conversation.”

José Francisco Zegers, Director of the FOCO Continuing Education School at Universidad Francisco de Vitoria, said: “Universidad Francisco de Vitoria has partnered with the Dubai Media Council on this executive training programme aimed at strengthening leadership and innovation in the media sector. Through our School of Communication, we regularly work with institutions and industry professionals to promote programmes that connect academic experience with the realities of the sector and provide spaces for international exchange. This initiative reflects our commitment to developing executives capable of navigating a global environment defined by creativity, technology, and artificial intelligence.”

As part of the programme, participants visited Netflix's largest studios in the European Union, gaining an insider's perspective on the art of filmmaking and LLYC, a leading Spanish-language marketing and corporate affairs agency.