Souha El Assal

Souha El Assal is a seasoned media and content expert with over 15 years of experience developing and executing content and marketing strategies for leading media corporations across the MENA region. Her expertise spans Arabic, English, and Indian-language content, reflecting her deep multicultural understanding as someone born and raised in the UAE.

As a founding team member and Lead at Dubai Studios, Souha orchestrates and manages strategic content production partnerships and drives the creation of diverse, original content across series, films, and documentaries. She also plays a key role in conceptualizing and developing stories that transcend borders, blending creative vision with commercial strategy to bring authentic narratives to global audiences.

Before joining Dubai Studios, Souha led Arabic content development and acquisition at Zee Entertainment and contributed to multiple Arabic co-productions, particularly in drama and film. Earlier in her career, she contributed to the launch and relaunch of Fox channels in the Middle East, demonstrating her expertise in strategic marketing and brand positioning.

Recognized by prestigious platforms such as Cannes Lions, Promax, and BroadcastPro, Souha also served as a Juror for the 2022 International Emmy® Awards. Today, as a Member of the International Academy of Television Arts & Sciences, she continues to champion authentic storytelling that unites cultures and believes that while content will always be king, technology remains the tool that amplifies its reach and impact.

Claim to fame line:

Great authentic content speaks every language; when the story connects, it travels.