Sixteen:nine

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT Dubai, Qatar and more recently Saudi Arabia have developed a reputation in digital signage for bankrolling projects that seem mainly focused on sizzle and scale. But there's a lot more going on in the region than work that's just about Wow Factor. It's a busy, high opportunity part of the world for companies delivering big visual display projects, but also one that presents a lot of challenges in how things work - everything from regulations and timelines to cultural differences. I've got to know a Dubai-based company called Blue Rhine Industries through its strategy director, Nita Odedra, who I first met at an ISE conference. I'd already been impressed by how the integrator actually produces useful marketing - tight, explanatory videos that do the job of explaining what was done and why. It seems sensible, but is remarkably rare in this sector. I see a LOT of it, so I know. Nita and I had a great chat about the company's roots as a traditi