People

Amanda Turnbull is the Founder and Chief Executive Officer of Rise Studios, an entertainment company driving investment into content throughout the Middle East and North Africa. She is responsible for the development and growth of Rise Studios, where she executes the overall business plan, implements strategic partnerships, and ensures continued business evolution. With 30+ years in media, she previously served as Managing Director at Warner Bros Discovery MEA & Turkey, launching businesses across multiple regions and transforming Fatafeat TV to profitability. Earlier, she held leadership roles in Asia Pacific with Hachette Filipacchi and The South China Morning Post. Amanda holds degrees from Cambridge and HULT, has received multiple industry awards, and actively mentors businesswomen and fem-tech startups in the UAE.

Formatbiz: What Kind of format do you buy for your local market? How do you adapt the format for your local markets?                                                                                                                                                                                                At Rise Studios, we’re drawn to stories that are unique, and storytellers who are telling them differently. Whether it's an unconventional narrative structure, a unique point of view, or a bold take on familiar themes, we’re always looking for fresh voices and formats that push the envelope.We look for formats that resonate emotionally and culturally with audiences in the MENA (Middle East North Africa) region but also offer enough universality to travel. We are particularly interested in scripted formats with strong character arcs and high emotional stakes.When adapting a format, our approach is never copy-paste, it’s about retaining the emotional DNA while creating something that feels authentic to local audiences. It should feel like a story that could’ve originated from here, not like watching an international story with Arabic dubbing. For example, we adapted the Japanese series All But Divorced- Rise’s first-ever direct-to-Arabic adaptation of a Japanese Format, which premiered as the 4th most popular Arabic title. With a demand of 8.6x higher than the average series, it stood at the top 3% of all series.

Formatbiz: What are trends in your local markets?
Working in the region, it’s important to recognize that MENA is not a monolith, it’s made up of highly nuanced sub-regions. While Arabic is a shared language, different dialects, cultural norms, and audience preferences shape what works in each sub-region.
For example:
- In Egypt – audiences gravitate toward stories of identity and personal journeys, whether told through drama or grounded comedy. There is a long-standing appetite for character-driven narratives that explore societal pressures and self-discovery.
- In the GCC - themes of family, cultural values, and intergenerational tensions resonate strongly. Audiences are interested in content that feels rooted in local tradition but presented in a fresh, modern lens — especially with the rapid social change in the Kingdom.
- In the Levant: there is a strong pull toward suspense and crime dramas. Mystery, psychological thrillers, and “whodunnit” formats tend to perform well — often with layered narratives and morally complex characters.
These preferences aren't mutually exclusive, but tailoring stories to local nuances is key to success.
That said, across the region were seeing several clear trends.
- Authentic Storytelling is in high demand; audiences want stories that reflect their realities. Topics like mental health and societal pressure are being explored more openly.
- Theres a wave of bold storytelling emerging, stories that are challenging cultural norms, politics, or confront taboos. It’s an exciting time for artistic expression and were proud to support creators leading that charge.
- Shorter formats are winning. We’re seeing strong performance for 6-10 episodic series with tighter arcs, and higher rewatch value – especially during seasons like Ramadan.
- Digitally native content is booming. YouTube remains massive in the region, not just as a viewing platform, but as a discovery space for emerging talent. TikTok is also making waves, striking deals with major broadcasters and creators. These platforms are reshaping how audiences engage with stories, especially in the short-form space.

Formatbiz: What are you developing right now?
We have a strong slate in development right now, including.
- An original crime/family Drama based on true events, filled with suspense and a powerful character journey.
- Feel-Good Dramas that explore identity and self-discovery
- Continued adaptations of successful international IPs that we believe have a cultural resonance.

Formatbiz: Do you attend international markets to find co-partners or to buy/sell?
Absolutely, we see international markets not just as a transactional space, but a collaborative one.
From MIPCOM to DICM – we attend these markets to co-develop with global partners who understand the value of culturally rooted storytelling, find formats with proven emotional cores, and sell Arabic originals that have the potential to resonate globally.
We believe MENA is no longer just a content-consuming regions, it’s become a content-exporting one.