CAREER HIGHLIGHT(S):
UMS was founded in 2016 as one of the largest media entities in Egypt. It established itself as a prominent player by owning more than 40 leading companies in various media fields, including visual, audio, print, electronic media, dramatic production, and advertising services. It also provides sports rights services and marketing. Additionally, it advances meaningful media with an influential message that corresponds with all societal preferences, becoming the most robust integrated media system. Drawing on the extensive content of its mother company, UMS, and the heritage of the public Egyptian TV service, Watch It SVOD was launched for home entertainment during the COVID-19 pandemic as a local, fast-growing service in a country with a population of over 117m.