blinx, a revolution in digital broadcasting


In an exclusive interview with TM Broadcast, Fadi Radi, Chief Creative Officer of Blinx, delves into his remarkable journey in the broadcast industry spanning over 25 years.
From his early days at Al Arabiya to founding Blinx, Radi discusses pivotal moments in his career, transformative initiatives, and the unique blend of creativity and technology that defines the new platform for young audiences in MENA region.

This interview unveils for our readers Radi’s strategic approach, challenges faced, and the groundbreaking role Blinx plays as the world’s first digital native storytelling hub. Blinx CCO provides insights into the technological backbone of Blinx, including the central role of NDI technology, cloud-based newsrooms, and the integration of AI and virtual production.
Come and read about a case of success on the first try, learning how experience and passion combined turns out a winner platform.


How and when do you start your career in broadcast? We have seen you have a “substantial background in leading and managing both broadcast and creative operations”, as yourself points in your Linkedin profile, and you came from Al Arabiya, before working for Middle East Broadcasting Corporation and finally founding Blinx. What do you highlight regarding your professional evolution? What developments are you more proud of?

As a Strategic Creative Innovator with over 25 years of experience in the MENA region, my journey has been marked by a relentless pursuit of excellence, innovation, and transformation. Currently serving as the Chief Creative Officer, I’ve been instrumental in shaping the digital broadcasting landscape, most notably with the inception and success of, a platform that stands as a testament to the seamless amalgamation of creativity and technology.

A pivotal aspect of my role has been to lead transformative corporate initiatives. One such initiative was the strategy with, where we integrated traditional broadcasting with digital realms, leading to a significant uptick in audience engagement. Another notable initiative was the Content Localization Drive which emphasized crafting content that resonated universally, striking a balance between global appeal and regional nuances. This approach saw a boost in viewership ratings, especially among younger demographics.

However, every journey has its challenges. Adapting to rapid technological evolution, navigating cultural intricacies in content, and ensuring team well-being during intense project phases were hurdles I had to navigate. Strategies such as comprehensive upskilling programs, establishing cultural review boards, and introducing flexible work schedules proved invaluable in addressing these challenges.

Feedback from clients and collaborators mirrors my commitment to excellence. the transformational impact on Blinx, citing it as a benchmark in digital broadcasting. the campaign as a harmonious blend of art, culture, and branding.

My leadership style, described as “Transformational and Collaborative,” has been a cornerstone of my approach. Fostering a vision, empowering teams, promoting continuous learning, and leading by example are principles I’ve always championed. I believe in the synergy of strategy, creativity, and technological prowess. Understanding a brand’s essence, conducting market research, collaborative ideation, and integrating emerging technologies form the bedrock of my method in building state-of-the-art brands.

In conclusion, my career has been a rich tapestry of experiences, from leading groundbreaking campaigns and steering innovative corporate initiatives to navigating challenges and setting industry benchmarks. With a blend of visionary thinking, technical expertise, and a human-centric approach, I’ve been privileged to shape narratives, influence trends, and contribute meaningfully to the broadcasting and creative domain in the MENA region.



How comes you create Blinx? What opportunities did you see in the market and what approach has Blinx to the broadcast industry? What are the main differences with traditional broadcasting?

Blinx was founded to address the media consumption preferences of younger, digitally-savvy audiences. We saw the opportunity to serve this demographic with engaging news and content across diverse platforms like social media, web, TV, wearable devices, and the Metaverse. Blinx differentiates itself by focusing on innovative production technologies and formats that appeal to its target audience.


Blinx is claimed to be the world’s first digital native storytelling hub, what was the strategy to reach this achievement?

Blinx’s strategy revolves around utilizing state-of-the-art facilities, including a metaverse studio and XR studio, equipped with the latest production tools and AI-enhancements. This approach enables Blinx to produce culturally relevant, engaging content tailored for its target audience, leveraging modern infrastructure and high-end production workflows.


What role does NDI play in developing and maintaining a fully IP infrastructure for Blinx? In what kind of converters and solutions does Blinx trust?

NDI technology is central to Blinx’s operation. It facilitates an end-to-end 4K audio and video chain, allowing seamless transmission of video signals and efficient production processes. This modern infrastructure positions Blinx at the forefront of digital media technology.

Utilizing cutting-edge technology, blinx crafts unique experiences across various screens and platforms. This includes leveraging extended reality (XR) technology and Viz AI to introduce the world’s pioneering ‘digital twin’ within a media hub in the metaverse. With Vizrt’s support, our Metaverse studio offers an unparalleled immersive content experience.


Which solutions does Blinx use for developing and adapting content? What are the main differences in the way Blinx creates content regarding the traditional content creation?

Blinx uses cloud, AI, and data technologies to create engaging content. This approach allows the platform to deliver news and media that resonates with a young, digital-native audience. Blinx’s content is tailored for mobile viewing and is heavy on graphics, aligning with the consumption patterns of its audience.

At blinx, our collaboration with vizrt began from the very conceptualization of our projects. Our shared vision was to shape the future of digital TV and platforms. Vizrt joined forces with the start-up blinx, aiming to engage and empower Gen Z and Millennials through impactful storytelling that resonates with them. Moving away from conventional broadcasting, blinx offers refreshing narratives, crafted by the younger generation for their peers.


Blinx is known for having built a cloud-based newsroom. What can you tell us about the challenges this development offered and how did your team overcome them?

Developing a cloud-based newsroom for Blinx involved integrating various technological components, including a hybrid MAM and NRCS system (MIMIR and DiNA ) from Fonn group , cloud and AI services, and ensuring seamless operation across multiple platforms. The team overcame these challenges by collaborating with technology partners and leveraging advanced systems for content management and production.


What role has virtual production in Blinx? And what role does AI play in Blinx’s production?

Virtual production and AI play significant roles in Blinx’s operation. The company utilizes XR studio sets, LED screens, and advanced tracking for XR/AR production. AI is extensively used for content personalization, automatic tagging, metadata generation, and automated news writing, enhancing the overall production and viewer experience.


What’s the importance of augmented reality for Blinx producers and viewers? How does Blinx use these technological developments for its advantage?

Blinx employs AR graphics and interactive elements, creating high-quality virtual sets and augmented reality graphics. This technology is pivotal in producing content that is both immersive and appealing to the younger generation, enhancing the storytelling experience. We make our audience live the story with our storytellers , not as the current model of one to many that has been used for so many years.


What kind of solutions does Blinx use to manage workflows? What’s the secret for a streamlined broadcast with a cost-effective approach and delivering disrupting content?

Blinx’s workflow is streamlined through the use of advanced tools like Viz Vectar, Vizrt panels, and Mosart automation. The integration of cloud-based infrastructure and NDI technology allows for cost-effective scaling and flexibility in content production and distribution. In addition to control and meta data rich connectivity.


How does Blinx design and create live graphics? What’s the importance of this kind of content for Blinx? With what solution for creating and managing live graphics does Blinx work?

Blinx uses Vizrt tools to create dynamic and engaging live graphics. These graphics are essential for Blinx’s content, as they cater to the preferences of their audience who favor graphically-rich storytelling. The live graphics are optimized for different platforms and devices, ensuring the best viewer experience.


If you could ask for a technological development to the broadcast / audiovisual market’s main players (or to the lamp’s genie), which would it be?

If given a chance, a key wish for technological development in the broadcast industry would be for more advanced, integrated systems that further enhance the ability to deliver personalized, interactive content across various digital platforms, particularly catering to the preferences of younger audiences.


Could you give us a forecast for the next future of the broadcast industry? Where is going the market, under your point of view, and which technological advances do you think will affect more to the broadcast industry?

The future of broadcasting, as seen through Blinx’s perspective, likely involves a greater emphasis on digital and interactive platforms, extensive use of AI and cloud technologies for content creation and delivery, and an increased focus on immersive experiences like AR and VR. The industry is expected to evolve rapidly to cater to a digitally native audience, with technology playing a crucial role in shaping media consumption habits.

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