JEDDAH: Thara Al-Watan Co. Ltd., Layali Media Productions and the British Oscar Events House signed a media and entertainment agreement in the Kingdom, building a new alliance that will boost the Saudi entertainment industry on a global level. As a leading company in several fields, Thara Al-Watan provides technology and smart solutions in Saudi Arabia. Layali Media Productions, owned by director Amer Al-Hamoud, provides art and drama production services in Saudi Arabia, and has more than 30 years’ experience in the industry. The company also took the lead in establishing the first media and advertising training center in the Kingdom. Oscar Events House is a UK company with a long history in the production of cinematic works, television programs, satellite channels and events. It is the exclusive agent in the Middle East for a group of major international companies operating in the internet sector, and manages social media, training and education platforms. The new agreement aims to enrich the the Kingdom’s entertainment market and promote Saudi art and media products around the world, building a new generation of artists and boosting the Kingdom’s soft power and cultural sway. It comes within the framework of the Kingdom’s Vision 2030, as set by Crown Prince Mohammed bin Salman, and seeks to raise the level of industry competition in a way that serves both Saudi and Arab art across the region.