Further details have emerged on the strategic partnership between Cairo-based MAD Solutions and pan-Arab drama company IRTH, first announced at the Venice Film Festival, clarifying the scope and structure of the tie-up. The deal will see the two firms jointly develop original films, television series and other formats, including projects built around talent represented by MAD Celebrity, while also offering development support to third-party producers, ranging from early-stage writing and creative consultancy to script doctoring for regional and international markets.

IRTH, founded by bestselling author and screenwriter Haitham Dabbour, specialises in developing film, TV and stage drama in Egypt and Saudi Arabia, while MAD Solutions, set up in 2010 by Alaa Karkouti and Maher Diab, brings distribution, sales, talent management and marketing expertise. Executives from both sides said the partnership would let them originate projects from scratch and bring talent into the creative process earlier, with the first joint projects to be announced separately. The news coincides with MAD's wider Venice presence this year, including acting as sales agent for Giornate degli Autori title Al Baraneya, involvement in Conversations with the Sea, and presenting its annual award at Final Cut in Venice for the 12th year running.