DUBAI: Warner Bros. Discovery this week announced a minority investment in OSN Streaming in a move that “reinforces its commitment to the region’s rapidly growing streaming landscape.”

The deal is reportedly valued at $57 million for a third of OSN Streaming. It will take place in phases and is subject to customary conditions, including regulatory approvals.

Joe Kawkabani, OSN’s group CEO, said the deal “signals a broader shift in the industry” as global players recognize “that substantial growth in the Middle East and North Africa region requires more than just exporting content.”

He told Arab News: “It’s about investing in local platforms, collaborating with regional talent, and tailoring content specifically to the market. That’s precisely what we’re doing here, and I believe it sets a new standard for successful partnerships in the region.”

Warner Bros. Discovery opened its first office in the region in Dubai in 2012. The investment reflects its “prioritization of working with the best creative talent, advancing technologies and forging key partnerships to fuel continued growth.”

It also serves as an opportunity for the company to “deepen their regional presence through a trusted platform that truly understands the market's nuances,” Kawkabani said.

The two companies have had a long-standing history, with OSN being the exclusive home for HBO content in the region. Just last year, OSN acquired the rights to all first-run Max Originals and the full Warner Bros. Pictures feature film library as part of a multi-year deal.

Jamie Cooke, executive vice president and managing director for Central Europe, Turkey and Middle East, at Warner Bros. Discovery said this was a “natural step” for the company, as “OSN has been a great partner and custodian of our content.”

He added: “We recognize that alongside enjoying the latest global hits, regional audiences also want stories from and about the region that reflect their own cultures and experiences.”

Kawkabani highlighted the importance of the MENA market on the global map.

He said: “It is no longer a peripheral market — it’s becoming central to the future of streaming. Our role is to drive this transformation from within the region, not just import it from the outside.”

Saudi Arabia has emerged as a key player in the region’s media and entertainment industry. In 2018, the Kingdom announced it would invest $64 billion in its entertainment sector over the coming decade. Since then, it has implemented several initiatives and investments to bolster these sectors.

Most recently, in January, Saudi Arabia’s General Entertainment Authority unveiled 29 investment opportunities aimed at expanding the entertainment landscape while fostering private sector participation and aligning with Vision 2030 objectives.

Saudi Arabia is “one of the most exciting and dynamic entertainment markets in the world right now” and the deal “aligns seamlessly with Saudi Arabia’s broader vision for its entertainment sector — one that prioritizes creativity, local talent, and global collaboration,” said Kawkabani.

“We view Saudi Arabia not just as a key market but as a creative hub that can lead the region forward,” he added.

Going forward, the deal will see the two companies invest in “high-quality, locally produced content, ensuring a richer and more diverse offering for viewers,” according to Cooke.

For OSN, Kawkabani said it wasn’t just about content licensing or capital, but rather about “two companies aligning on a vision to sustainably grow the regional streaming market in a way that resonates locally.”

He added: “We’re not here to follow trends; we’re here to shape them.”

LONDON: The Communications and Media Commission in Iraq has introduced new rules requiring digital content creators, including social media influencers, to register annually and pay fees based on their follower counts.

“The regulation aims to establish a framework that sets clear standards and procedures for digital content and advertising on social media platforms,” Haider Najm Al-Alaq, a spokesperson for the commission, told the Iraqi News Agency.

The primary goal is to “ensure transparency, credibility and public protection from unprofessional promotional content,” he added.

The new rules apply to bloggers, influencers and public figures with significant online followings. The aim is to align digital content with Iraqi laws, curb “misleading or unethical advertisements,” and offer legal protections for registered influencers, the commission said. They will also help to safeguard vulnerable groups, it added, including women, children and people with special needs.

The annual registration fees range from 250,000 to 1 million Iraqi dinars ($190 to $760), with influencers who have more than 5 million followers paying the highest amount. The commission said the regulations will be enforced through a monitoring system.

Al-Alaq said influencers will be required to adhere to specific standards for content, including “respect for national sovereignty,” avoidance of material that “damages Iraq’s position or foreign relations,” and support for security institutions in their counterterrorism efforts. They must also refrain from posting material that could incite violence or sectarianism, and provide a right of response for individuals affected by their content.

However, Iraqi journalism rights groups, content creators and media experts criticized the new regulations. They described the framework as vague, and raised concerns about its legal basis and potential for misuse. They also warned that the law will do little to regulate content quality and instead serve simply as a tool for generating revenue.

“This decision is sudden, illogical and baffling,” Iraqi journalist and blogger Omar Al-Janabi wrote in a message posted on social media platform X.

“It does not distinguish between commercial advertising and political commentary, nor between platforms. A journalist posting news on X is treated the same as a YouTube influencer selling skin cream.”

The new regulations follow a broader crackdown on what Iraqi authorities describe as “indecent content,” an effort that has intensified in the past year.

On Aug. 22, authorities arrested Raghad Mohammed Ghali Jabr Al-Janabi, a 22-year-old TikToker known online as “Natalie,” in Baghdad for allegedly promoting indecent material. Several other influencers, including Aned Khaled (nickname “Hassahs”), Ruqayya Rahim and Aya Al-Shammari were detained the same month under Article 403 of the Iraqi Penal Code, which criminalizes the production or distribution of content deemed to violate public decency. Those convicted under the law face fines and up to two years in prison.

The crackdown comes amid growing concern about the safety of social media personalities in Iraq. In April 2024, popular influencer Om Fahad was shot dead outside her home in Baghdad. The killing, the third in a string of violent attacks targeting online celebrities, sparked a nationwide debate about content regulation and online safety.