Saudi Media Forum 2026 to Explore Turning Entertainment IP into Global Brands

Lamia AlMurshid

As the value of entertainment increasingly hinges on its ability to cross languages, markets, and platforms, the session “Breaking Boundaries: Turning Entertainment IP into Global Brands” places a practical question before content creators and entrepreneurs: How does entertainment intellectual property evolve into a global brand?

Held from February 2–4, 2026, as part of the Saudi Media Forum, the session highlights the role of MIPCOM, the world’s leading marketplace for entertainment IP rights, and its ability to connect creators with distributors and investors worldwide.

The discussion centers on the idea of the “global gateway,” a concept that captures MIPCOM’s function as a structured path into international entertainment markets. It reflects the core transformation from a concept or a show into a cross‑border presence—an ecosystem linking production, distribution, and investment. In this context, the relationship between entertainment IP and global brand‑building becomes clear: reaching the right market enables rights to move from a local or limited scope into broader circles of exposure, increasing the potential to become a recognizable brand across multiple geographies.

The session also delves into business opportunities as the most direct driver of expansion. Licensing, partnerships, and content deals serve as the tools that turn entertainment IP into scalable economic systems across diverse markets. This raises essential questions for industry professionals: How are content deals structured? How are partnerships managed? And how do networks of interest form around an IP to make it repeatable and marketable? Here, the concept of a global brand emerges as the outcome of a clear commercial pathway—one built on maximizing the value of rights and adapting them to market needs.

In the industry‑trends segment, the session underscores the importance of tracking emerging trends and innovative content strategies. These trends are not decorative insights; they are indicators of shifts in audience behavior, platforms, and funding models—shifts that directly influence how entertainment IP is designed to become a global brand. The session concludes with success stories of IPs that expanded globally through MIPCOM, turning theoretical ideas into tangible examples of how rights evolve from limited reach to international visibility.

The session features Lucy Smith, Director of Entertainment at RX France, who oversees major global markets and conferences in television and digital entertainment. Her leadership spans MIPCOM Cannes, MIP London, MIP Cancun, and MIPJunior, along with MIP Markets initiatives supporting industry growth. Smith is widely recognized for leading the most significant transformation in MIPCOM Cannes’ history in 2025, integrating creator‑driven economies with brand‑funded content—a move praised by platforms such as YouTube. Her experience brings a practical, executive‑level perspective to the discussion.

Ultimately, the session presents a clear roadmap: entertainment IP becomes a global brand when it gains international access, converts business opportunities into deals and partnerships, aligns with industry trends, and draws inspiration from proven success stories. Within this framework, MIPCOM stands as the platform that unites the industry under one principle: those who own compelling content hold the opportunity to cross borders—when rights are managed with a global market mindset.