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Mubadala Investment Company and Bidaya Media have signed an agreement to create UAE national identity-themed content based on a new series of the popular Emirati cartoon ‘The Adventures of Mansour’.
The new series will launch in 2023, and Bidaya Media will work closely with Mubadala to produce new stories and content. This will help encourage cultural awareness, uphold national identity, strengthen Emiratis’ sense of belonging, and support the development of the capacities of young Emiratis based on the 50 principles.
Nabil El Jisr, CEO of Bidaya Media, said: “With over 2 billion views on YouTube, Mansour has been a huge success. With our engaging stories and content, we are tapping into the values and culture of the UAE and capitalizing on Al Mansour and his visibility within the UAE community, fosters awareness of these values and culture among youth and new generations. This helps to encourage, preserve and support the heritage and principles of the UAE for future generations.”
young generation
Fatima Al Marzouqi, Director Emiratisation, Mubadala Portfolio, added: “Mubadala is committed to supporting the future of the UAE’s national identity, which starts with our children. Our organization prioritizes partnerships with the public and private sectors to encourage the growth of younger generations And development. We are conveying this message through Mansur and everything that the cartoon stands for. We must remember that Mansur is not just created for the present generation, but to have an impact for decades to come.”
Designed to appeal to Arab children and encourage healthy lifestyles, cultural appreciation and interest in science, technology, engineering and math (STEM), the popular cartoon has grown beyond its original vision from award-winning creator Rashed Alharmoodi Expect to spark the imagination of children across the Middle East.
In the past 90 days alone, The Adventures of Mansur has been viewed more than 2 billion times on YouTube, with 3 million subscribers, 300 million hours watched, and 25.2 million unique viewers. The new series aims to build on this success and improve the quality of production, aiming to raise awareness locally and internationally of the culture and values that represent the UAE, addressing issues of international significance such as artificial intelligence, the role and dependence of technology, climate Change and space exploration.
Targeting children aged 6-12, the series is funded by Mubadala and the Early Childhood Education Authority (ECA) Abu Dhabi as part of their support for children’s content creation, supporting inclusion, culture and the Arabic language. — trade arab news agency
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