This is one of the underlying messages of the Global Media Congress (GMC) which opened today in Abu Dhabi, where top media executives and policymakers gather for facilitating global business connections and brand reinvention in the news media landscape.

The myriad panel discussions the GMC features in its launch edition show in no uncertain way that conventional media must transform; it has no other option. As technology has advanced, consumers’ expectations have increased, and traditional media isn’t the only one vying for the attention of their consumers, who according to the same consultancy, multitask with other media more than 55 percent of the time. The drastic developments the world has gone through over the recent years, primarily COVID-19, has triggered an astronomical rise in digital media consumption and the ease with which consumers may acquire material. The disruption will speed up as consumer participation rises and technologies like 5G evolve exponentially.

A three-day conference-cum-exhibition focusing on the road ahead for the global media sector with over 30 training workshops targeting young journalists, the GMC presents a credible fact that asserts that media doesn’t just mean the big guys are in a more privileged position to deliver content—the little guys have it all, too. Are you a painter? Show off your creations on TikTok. A talented photographer? Upload them to Instagram. Need to finance your writing career? Find a paying audience for your stories on Wattpad, etc.

Another underlying topic of the three-day global event is the metaverse. “I think artificial intelligence, newer techniques of multi-platform news dissemination, and the enormous potential of metaverse and the transformation it will dictate are all among the drivers of significant change in the industry,” said Emirates News Agency (WAM) Director-General Mohamed Jalal Al Rayssi during the GMC’s inaugural Metaverse Interview. Research published by the Economist indicated that virtual experiences are not just virtual when it comes to their impact on the mind. “They are simply treated as experiences. When you meet an ally who has saved you from an opponent in a massive, multiplayer online game, and you start talking and strike up a meaningful interaction, it isn’t a “virtual friendship”—it’s a friendship. There’s nothing “virtual” about the income from trading virtual goods. E-sports athletes are, in fact, athletes—they are engaged in acts of dexterity and focus as impressive as anyone playing golf or billiards.”

If you hear “metaverse” and think video games, you’re not wrong, but GMC panellists and speakers are trying to say that it goes beyond that. As virtual worlds have grown, they now include events like concerts, shopping, and other activities that were once assumed to be limited to the physical world. These worlds give their users different lifestyles, and the concept of alternative virtual settings will gradually permeate daily life outside the realm of gamers.

Change is coming – we like it or not!

The event is gathering significant local, regional, and international interest with participation of 200 CEO and more than 1 200 participants.

Under the theme “Shaping the Future of the Media Industry”, the Congress includes 30 dialogue sessions with the participation of 40 speakers where there will be discussed several key topics, especially digital communication, artificial intelligence, advanced technologies and innovation in the media sector.

The Albanian Telegraphic Agency (ATA) is present for the first time on such a media platform, with a special stand, where there is put on display its work and historical contribution of over 100 years.

ATA is represented by General Director Valbona Zhupa at invitation of the News Agency of the United Arab Emirates, WAM, which has expressed its commitment to strengthen relations and cooperation with ATA.

In the first edition of the Global Media Congress, where various media agencies and organizations are participating with their stands, ATA is presenting a part of its contribution, which dates back to 1913 and which reflects the history of the Albanian state, the tradition and tourism potentials of Albania.

The archives of the Albanian Telegraphic Agency have aroused the interest with the news of the time, which are among the rarest not only in the history of the Albanian media, but also of culture, photography and the national entity.

Since the first day of the Congress, the ATA stand has attracted the attention of participants and visitors from the Arab and Asian world, getting to know the services provided by this agency over the years until today.

The Congress will provide an ideal platform to bring together prominent leaders, decision-makers, experts, and journalists from the region and around the world to discuss a number of topics, concepts, and solutions that will play a pivotal role in defining the future of global media.

The Congress will also provide a platform discuss analyze and review the current position of mass media in the Middle East in order to highlight innovative visions for driving further advancement.

His Excellency Mohammed Jalal Al Raisi, Director General of the Emirates News Agency “WAM”, said: “The media is an important partner in the UAE’s development process. Organizing the first edition of the Global Media Congress reflects our strategy for enhancing joint cooperation and building partnerships on the regional and international levels, which will contribute towards progress and excellence in this sector”.

Humaid Matar Al Dhaheri, Managing Director and Group Chief Executive Officer of Abu Dhabi National Exhibitions Company (ADNEC) said: “ADNEC’s and Abu Dhabi’s media expertise and infrastructure makes it the ideal choice for hosting and organising the Global Media Congress.

The conference will be hosted as an integral part of the Global Media Congress, featuring pioneers in the media industry and global specialists and influencers, in addition to academic figures, youths, and university students.

The Congress will tackle a number of critical themes related to digital communication, AI, advanced technology, and creativity in media, in addition to sessions on journalism, radio, television, the internet, social media, and global influencers, as well as offering the ideal platform for international companies wishing to enter the regional media space.

The Global Media Congress is an important platform for reviewing the state of mass media in the region and the world and helping shape the vision for the future of the sector, which has become a primary driver of sustainable societal development./ a.jor./p.s./