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The Ithra Content Initiative, launched in 2020, aims to develop local content production and provide enrichment opportunities within many cultural and creative sectors in the Kingdom. The program is open to small and medium businesses who wish to produce written, audio, or visual world-class Arabic content. Everyone can apply through an online open call, and applications will go through multiple filtration and nomination committees to nominate the winners. Winners will get financial, marketing, and logistic support from Ithra.
Content Initiative First Round Winners
A Heart on Sand
A series of videos that present some ideas, facts and concepts about the desert, its customs and culture through animation with text translation provided to target the Arab and Western audience.
Build It
Short documentary episodes focused on Saudi architecture and its impact on the individual by comparing the buildings of the 1970s, the boom period, and contemporary buildings.
Against Cinema
A documentary film about the exciting story of cinema in Saudi Arabia between 1945-2020, shedding light on an important era in the history of culture and art, the era of the birth of the cinema phenomenon in the Kingdom and its stages.
An Answer
A series of documentaries about Arab personalities who contributed and influenced their artistic, media or cultural fields--forgotten by the audience.
Genome
A documentary series that looks behind genetic diseases and reveals the scientific, psychological and social aspects of each disease.
Jusoor
Translating the most important products of ancient and contemporary Arabic literature by publishing a number of poetry collections and poetic anthologies and translating them into French.
Earth Music
Choosing poetic commentaries and historical poems and linking them to contemporary Saudi art by composing and distributing them musically according to the place of origin of the poet.
The Narrator
A podcast that covers the most influential novelists in the contemporary Arab literature world, by probing their biographies and places of strength and inspiration in them, as well as analyzing their novels in order to discover their favorite writing tools.
Madd
Enriching Arabic content by translating a number of books of thought, science, and culture in various fields through a scientific advisory team and according to professional standards.
Why You Notice Some Things More Than Others
An art encyclopedia (in Arabic) that presents a group of the most important works in the history of art, linking them to philosophical questions for young people.
Tree
A resource to preserve the history and heritage of the Kingdom. Documentation of the memory of citizens of all classes, ages, and regions of the social, economic, and developmental changes that the Kingdom has undergone since the founder, King Abdulaziz, until our present era.
Flow
Discrete and interconnected inspiring documentaries that explore motion as a different lifestyle in the age of machine and technology, with adventures seeking meaning across four modes of motion: running, walking, cycling and swimming.
Tala & Jala
Comic stories and short cartoon films, the heroes of which are animal characters from the Arabian Peninsula, target children to develop an awareness of the importance of wildlife and preserve it through comic entertainment content.