London: A delegation from the Sharjah Broadcasting Authority (SBA) took part in the 'Event Tech Live - London 2025' exhibition, held from 12th to 13th November at ExCeL London in the UK capital.

According to Emirates News Agency, the event attracted over 100 global institutions from 80 countries, focusing on technology, media, and event management. It is recognized as one of the leading international exhibitions dedicated to broadcasting, production, digital marketing, and artificial intelligence in the media and events industry.

During the exhibition, the SBA delegation engaged with various international organisations and specialized companies to explore opportunities for collaboration and the exchange of expertise in modern technologies for organizing and managing both local and international events.

The delegation also investigated digital solutions aimed at enhancing planning efficiency, implementation, and field production for major events.

The exhibition serves as a premier global platform that gathers innovation and creativity, presenting the latest technical solutions that support efficient event management, improved audience experience, and integrated media production.

The event features more than 100 panel discussions and workshops conducted by distinguished speakers and international experts in technology, artificial intelligence, digital analytics, and extended-reality applications in media and mass communication.

The Sharjah Broadcasting Authority delegation comprised Mohammed Ahmed Yousef, Director of Marketing and Government Communications; Dr. Alia Hamed Al Yamahi, Head of the Events Department; Aisha Mohammed Shahdad, Director of Support Services at Al Sharqiya TV; and Saeed Mohammed Al Teneiji, Director of Support Services at Al Wusta TV.