At IBC 2025, we sat down with Aus Alzubaidi, who leads IT, Cybersecurity and Media Management at MBC Group, the largest media company in the Middle East.

MBC GROUP is the leading media and entertainment conglomerate in the Middle East and North Africa (MENA) region. The Group has firmly established itself as a household name, boasting an extensive presence that attracts over 150 million viewers every week. Operations across FTA, OTT (MBC SHAHID), radio and continues to expand regional presence across multiple entertainment verticals.

With audiences in the hundreds of millions and an operation across TV, OTT, and news, MBC relies on systems that can keep pace with continuous, high‑volume content demands, and Dalet has become a key part of that infrastructure.

A connected Media Supply Chain from Ingest to Playout

MBC’s relationship with Dalet began over a decade ago when the broadcaster adopted Dalet’s software to kickstart its transition away from tape-based operations.

Today, Dalet’s solutions manage the full journey of a media asset; from the moment it arrives to the moment it reaches playout. This unified environment has eliminated sequential workflows and the delays that once came with them. Content moves seamlessly through ingest, preparation, quality control, and scheduling, all powered by shared metadata and consistent processes. The result is a streamlined supply chain that enables teams to collaborate more effectively and maintain a clear view of every asset in motion.

A platform teams rely on every day

Dalet plays a central role in MBC’s day‑to‑day operations. The platform is used across devices and locations; on mobile for quick approvals, on the web for distributed workflows, and increasingly within cloud environments. The interface makes this adoption natural; teams navigate it easily, allowing the organization to maintain efficiency even as workflows evolve.

Looking ahead, MBC is preparing for new modes of interaction. AI‑driven tools are expected to shape future workflows, and the direction aligns well with Dalet’s continued investment in intelligent, user‑centric capabilities.

Flexibility and openness that support growth

One of Dalet’s strengths appreciated by MBC is the ability to adapt quickly. Administrators can adjust metadata structures, add new fields, or modify workflow components without disruption. This flexibility has been essential in an environment where content types, platforms, and business needs are evolving rapidly.

The transition toward open APIs and the ongoing enhancements to Dalet Flex further support this adaptability. These developments give MBC the assurance that the platform will continue growing alongside the industry, while still maintaining compatibility with existing, mission‑critical systems.

A collaboration built on trust

Reliability is crucial for an organization that operates around the clock. The relationship between MBC and Dalet has been built on transparency and mutual trust. When challenges arise, working together to find solutions and maintain operational stability has been key. This collaboration has been a foundation for the long‐standing partnership.

Looking ahead

As MBC advances toward more automated, AI‑assisted workflows, Dalet continues to serve as a strategic partner in shaping the next generation of its media operations. The path forward emphasizes efficiency, intelligence, and agility, powered by technology designed to evolve in step with the industry.