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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.