CEO of Zinc Media Group Mark Browning (right) and General Manager of The Edge Poppy Clinton.
DOHA: Qatar’s media scene has undergone a significant transformation following the 2022 FIFA World Cup, driven by enhanced infrastructure and international recognition, according to Mark Browning, CEO of Zinc Media Group.
Speaking with The Peninsula recently, Browning noted that Qatar’s transformation post-FIFA World Cup 2022 has created an unprecedented appetite for high-quality media production.
“The infrastructure, the people, and the Vision 2030 opportunity make Qatar a remarkable place to invest,” Browning said. “The country is globally renowned now, and that reputation creates enormous creative potential.”
UK-based Zinc Media Group recently announced the expansion of its operations in the country through The Edge Picture Company, its Doha-based subsidiary. The expansion includes the opening of a new office in Media City Qatar, reinforcing the group’s commitment to nurturing local talent and enhancing creative storytelling from the region to international audiences.
“The appetite here in Qatar is enormous. The ideas we’ve talked about would be of a totally different league.”
He emphasised bringing Zinc’s “firepower” to Qatar, expanding beyond B2B films to large TV formats and events, leveraging partnerships with global giants like Disney, Netflix, BBC, and Paramount.
The partnership with Media City Qatar plays a crucial role in Zinc’s regional growth plan. Browning explained that the collaboration will connect Qatar’s storytelling ambitions with global broadcasters such as BBC, Netflix, and Paramount—partners Zinc already works with internationally.
“What Media City wants is to help tell Qatar’s story to the world,” he said. “Zinc plugs directly into that by producing world-class content and distributing it through our established global networks. It’s a perfect strategic fit.”
The Media City framework also provides production incentives and rebates, encouraging companies like Zinc to employ local talent and reinvest in the local market. “We already have a team of 25 professionals here, and with Media City’s support, we’ll be able to double that in the next three and a half years,” Browning revealed.
Zinc, a conglomerate of 11 businesses specialising in factual television, documentaries, brand films, events, and distribution, acquired The Edge—a standalone entity for over 15 years with an 11-year presence in Doha—to enhance its international footprint.
The acquisition aligns with Zinc’s vision to blend its global expertise with The Edge’s local prowess. The Edge, renowned for television commercials and brand films, has long catered to Qatari clients across sectors.
Browning recounting The Edge’s evolution said, “The Edge started with universities like Weill Cornell, Northwestern, and Georgetown, then moved to Qatar Foundation, Visit Qatar, Qatar Energy, and museums.”
Pre-World Cup, The Edge produced content for major events, including the “Now Is All” commercial for the Supreme Committee, aired during matches, alongside training films for volunteers and security under Q22 and FIFA.
According to him, the partnership with Qatar Media City (QMC) is pivotal, enabling access to tenders, rebates, and opportunities unavailable under The Edge’s current Ministry of Commerce and Industry registration. Browning described it as a ‘jigsaw puzzle’: QMC’s rebates facilitate productions with local hires, while Zinc’s global networks amplify Qatari stories worldwide.
“We can tell the Qatar story and play our small part in helping Qatar tell its story outside the Gulf,” he said, envisioning content on Netflix or BBC.
The Edge’s General Manager Poppy Clinton, a nine-year Doha resident, appreciates the city’s international vibe.
“Qatar is emerging as one of the region’s leading creative production centres. Our goal is not only to tell stories from Qatar but to help the world see Qatar through those stories,” she said.
