DUBAI: Leading regional media company MBC Group has overseen the signings of memorandums of understanding between two of the group’s companies, MBC Media and MBC Media Solutions, with short-form video company TikTok.

The former MoU aims to leverage the expertise of both companies in creating content for TikTok. As part of the potential agreement, MBC Media will create content for TikTok across verticals including entertainment, lifestyle, and music.

The partnership reflects “both companies’ commitment to innovative content creation to meet the diverse needs of audiences in the rapidly evolving KSA market,” according to a statement.

The second MoU, between MBC’s in-house commercial advertising and sales arm MMS and TikTok, will see MMS become the official advertising partner of the short-form video platform in Saudi Arabia. 

The agreement will see MMS provide advertisers access to TikTok’s ad formats in the Kingdom through an advertising reselling program.

MMS is already familiar with this role given that it was appointed the official reseller of TikTok in Egypt in May 2023.

MBC Group and TikTok have worked together in the past through initiatives like a film-making competition, called #FilmOnTikTok, in collaboration with MBC Group’s educational and training arm, MBC Academy in 2021.

In 2023, TikTok and MMS renewed a partnership that allowed TikTok advertisers to pair their advertising with unique MBC content throughout Ramadan.