Riyadh, Saudi Arabia: The Saudi Research and Media Group (SRMG) has been appointed by the Ministry of Culture to operate and manage Al Thaqafeya, a cultural television channel dedicated to showcasing Saudi culture.

This appointment highlights SRMG's expertise in media production, editorial direction, and digital presence, reflecting the Kingdom's growing commitment to cultural development.The partnership between SRMG and the Ministry of Culture aims to build on Al Thaqafeya's foundation, established since its inception, by enhancing its content offering and expanding its digital footprint.

The channel, known for highlighting Saudi creativity and promoting the country's culture domestically and internationally, seeks to broaden its audience reach with new programming initiatives.Jomana Rashed Alrashid, CEO of SRMG, expressed honor at being entrusted with this responsibility.

She emphasized that the contract reflects their ongoing efforts in media diversification and maintaining high-quality content for clients and audiences alike.

Alrashid further stated that they intend to modernize Al Thaqafeya by leveraging their media ecosystem, editorial expertise, technical capabilities, artificial intelligence tools, and data analytics to better understand audience preferences.General Manager of Al Thaqafeya Malik Alrouqi affirmed the channel's commitment to delivering culturally rich content that aligns with current ambitions while satisfying audience expectations.

The development plan includes launching new programs, improving production quality, and incorporating modern storytelling formats supported by advanced technology.

This upgrade aims to enhance viewership experience and broaden the channel's reach.The updated programming grid is expected to be rolled out in phases starting from September, with detailed information to be released towards the end of August.