‘Bidaya’ means ‘Beginning’ in Arabic.

Our aim is to make a difference in children’s lives by encouraging them to learn as they play, effectively nourishing their cognitive, social, emotional, and physical development in the early years. Bidaya Media designs & produces “edutainment” content which delivers simple educational messages that are vital tools essential to the holistic growth of children into well-rounded and productive individuals and citizens.

We partner with Sesame Workshop to deliver the message that “Early is better” and “Children learn through fun and play”.


We represent an environment that fosters care, creativity, and diversity, while focusing on empowering the Gulf Region’s next generation.

Some of our work

Our Partners

  • the new program would be more sophisticated than we knew in the 1980s. It will provide children of the age with everything they need to inform them and allow them to interact with the output of the program.

    Ali Al-Rais - Director General of the Gulf Cooperation Council Joint Program Production Institution
  • The future of our children is the future of the Gulf States. Empowering our children with a love of learning, stimulating their scientific curiosity, encouraging positive social relations and the centrality of family life, and promoting civic participation are essential strategies that are needed to guarantee that our children can develop their utmost skills and capacities to be productive and creative members and leaders within the region and globally.

    Dr. Ali Al Karni - Director General of Arab Bureau of Education for the Gulf States
  • I am very proud that twofour54 intaj has been a part of Iftah Ya Simsim since 2014 and offers support to the team in budget planning, hiring freelancers and media experts for the project, in addition to facilitating studio.

    Noura Alkaabi - Minister of State for Federal National Council Affairs of the United Arab Emirates and Chairwoman of the Media Zone Authority-Abu Dhabi and twofour54
Amjad DesaiHome