- Egypt’s WATCH IT and China’s iQIYI sign a strategic content partnership during the “+–” event in Cairo.
- The signing ceremony was attended by top officials from both countries, including the Chinese Ambassador to Egypt and the President of China’s National Radio and Television Administration.
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The partnership aims to strengthen media and cultural exchange between Egypt and China, paving the way for future co-productions and content collaboration.
Cairo, Egypt – May 2025: Egypt’s leading streaming platform, WATCH IT, a subsidiary of United Media Services (UMS), has officially signed its first international partnership with Chinese streaming giant iQIYI. The announcement was made during a high-profile event titled “China: A Night of Love in Beijing”.
The ceremony was held in the presence of H.E. the Chairman of Egypt’s Supreme Council for Media Regulation, H.E. the Chinese Ambassador to Egypt, Minister Cao Shumin, President of the National Radio and Television Administration of China, and Nashwa Gad, Chairwoman and Managing Director of WATCH IT.
This milestone agreement reflects a growing bilateral commitment to deepening cultural and audiovisual collaboration, and marks a strategic step for WATCH IT in expanding its global footprint.
“This partnership marks a turning point for WATCH IT as we open new avenues for regional and international cooperation, starting with one of the most influential platforms in Asia,” said Nashwa Gad.
WATCH IT has been Egypt’s most-watched streaming platform in 2025, known for its diverse library of original dramas, documentaries, and educational content. The new partnership with iQIYI will explore opportunities for co-distribution, content exchange, and joint productions, further amplifying the reach of Egyptian storytelling.
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