In a step that reflects the growing awareness of the importance of artificial intelligence in developing media and digital education in Africa, Kigali Film and Television School (KFTV) and Masarib Digital Media Group signed a cooperation agreement at the school’s headquarters in the Rwandan capital, Kigali.
The agreement aims to implement advanced and urgent collaboration programs between the two institutions to develop media curricula and launch a series of training programs and digital projects specifically designed to enhance the readiness of digital media professionals in Rwanda and Sudan for the emerging requirements imposed by artificial intelligence.
Urgent Cooperation to Keep Pace with the Age of AI
The agreement focuses on preparing media and digital communities in Africa to keep up with the transformations brought by AI in the media industry. The main objectives include:
- Holding joint workshops to align KFTV curricula with AI technologies and their developments.
- Organizing public events and intensive workshops in Rwanda and Sudan to raise awareness of emerging technologies.
- Developing KFTV’s digital infrastructure by strengthening its presence on search engines and AI-driven platforms.
- Executing direct digital marketing campaigns for the school’s courses under the supervision of Masarib’s specialized team.
- Allocating 15 fully funded scholarships for 2026 to Sudanese students and creatives affected by the war.
- Providing internship opportunities for outstanding KFTV students within Masarib’s international marketing and content creation teams.
Immediate Implementation
The two parties began implementing the agreement immediately after its signing. KFTV’s classrooms are currently witnessing the launch of the first fruits of this collaboration through an intensive digital marketing course supervised by experts from Masarib Group.
For the first time, the curriculum includes an advanced component on artificial intelligence topics such as mastering AI answer optimization, utilizing AI tools in content creation, AI-assisted digital marketing, and more.
The course aims to equip students with professional digital marketing tools and connect them to field training opportunities within Masarib’s teams in Rwanda and the Arab region, providing them with real-world experience in international media environments.
Toward a Shared Digital Future
Mr. Theodore Ishimwe, Head of Kigali Film and Television School, affirmed that this partnership represents a new turning point in media training in Africa, placing artificial intelligence at the heart of education and training, and opening the door to regional cooperation linking Rwanda, Sudan, and the wider region through a unified digital vision.
Meanwhile, Mr. Ahmed Bahar, CEO of Masarib Group, stated:
“Many focus on the threats AI poses to jobs and career paths, but in reality, digital media professionals are living a rare moment of advancement — a chance to leap years ahead into the future. The rules and skills of media and marketing are being redefined at an astonishing pace, and this specific partnership has the potential to transform the future of many — here in Rwanda and there in Sudan.
About Masarib Digital Media Group
Masarib is a leading regional group specializing in digital media, online marketing, and content production. It is headquartered in Kigali, managing its African operations, with additional branches in the Middle East.
The group builds integrated digital ecosystems encompassing website development, advertising campaign management, virtual education, and AI consultancy for media organizations.
About Kigali Film and Television School (KFTV)
KFTV is one of Rwanda’s most prominent educational institutions specializing in film, television production, and media design.
The school seeks to prepare a new generation of content creators capable of employing modern technologies to serve African communities and contribute to the growth of the creative industries.