National Media Authority convention champions drama aligned with national values - Screens - Arts & Culture

Al-Ahram Weekly

23-04-2025

The National Media Authority (NMA) hosted The Future of Drama convention on shaping Egyptian television and film in a way that resonates with youth while upholding national identity and societal norms.
The NMA sponsored the Future of Drama convention at Maspero to heed President Abdel-Fattah El-Sisi's recent call to combat "vulgarity" and uphold what he described as "authentic Egyptian morals" in media.
Speaking at the event, NMA chairman Ahmed Al-Muslimani said Egypt's creative industries must reflect society's ethical standards, warning against "cultural dislocation" among younger generations and the influence of foreign media.
"Cinema and drama do not belong solely to their creators, they belong to a society of over 100 million people, and to an Arab and regional environment nearing half a billion," he said.
"There must be public dialogue, bringing together thinkers, academics, and intellectual communities, to enhance our creativity, correct our course, and support our national goals: achieving security and prosperity, expanding intellectual and personal freedoms, and reinforcing the values of knowledge and construction."
He also reiterated the NMA's commitment to producing content that "reflects the aspirations and ethics of the Egyptian people.​"
Al-Muslimani underscored the vital role of art in confronting Egypt's contemporary challenges, including religious extremism, the drug epidemic, and escalating water scarcity driven by external pressures.
He warned of a "cultural dislocation among younger generations, with foreign influences overshadowing national identity" and stressed that creators must advocate societal defence, not detachment.
Discussing industry challenges
The convention featured discussion sessions under two themes: Egyptian Drama Now and the Future, and Script and Money in Drama in the Age of Channels and Platforms.
Egyptian Drama Now and the Future gathered a panel of esteemed creators, including director Mohamed Fadel; actors Mohamed Sobhi, Ashraf Abdel-Baki, Hani Ramzi, and Mahmoud Hemeida; screenwriters Medhat El-Adl and Mohamed Jalal Abdel-Qawi; novelist Ibrahim Abdel Meguid; and journalist and head of the drama committee at United Media Services, Ola El-Shafie.
The panellists discussed the industry's challenges, including the impact of digital platforms, the need for innovative storytelling, and the importance of preserving cultural heritage.​
Script and Money in Drama in the Age of Channels and Platforms addressed the economic aspects of drama production.
The experts discussed funding models, the role of the private and public sectors, and strategies for ensuring the sustainability of quality productions in an increasingly competitive market.​
In a ceremony that capped the convention, the NMA awarded the Maspero Creativity Medal to veteran actors and creators, including actors Samira Ahmed and Rashwan Tawfik, television and film director Mohamed Fadel, and screenwriter Mohamed Galal Abdel-Qawi.
The award recognized their outstanding contributions to the arts and their role in shaping the narrative of Egyptian drama.
Regulations: Who bears ethical responsibility?
During the meeting, director Khaled Mahran introduced the Conscious Producer Initiative, which proposes establishing a certification system for producers who adhere to a code of conduct that prioritizes societal values and responsible content creation.​
Mahran's proposal includes forming a review committee to evaluate scripts before production, ensuring their content meets the desired ethical standards.
He also recommended transforming censorship into self-responsibility, where each artist is accountable for their violations and suspended from work for a year if they breach the professional charter.
Additionally, the initiative suggests creating a platform — Tell and Let Drama Speak About You — for young talents to present their ideas, fostering a new generation of storytellers who resonate with contemporary audiences.​
The convention highlighted the need to integrate traditional values with modern storytelling techniques.
Participants acknowledged audiences' evolving preferences, particularly those of youth, and emphasized adapting content delivery methods without compromising cultural integrity.​
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