In a global media landscape increasingly shaped by geopolitical fragmentation and intensifying competition over narratives, media institutions are no longer neutral platforms for information dissemination. They are becoming strategic actors embedded within broader frameworks of foreign policy and power projection.
For Russia and Egypt, this shift has elevated media cooperation beyond conventional content exchange. RT Arabic’s expanding presence in Egypt reflects this transformation, with a growing network of partnerships aimed at joint production, professional exchange, and coordinated coverage of regional and international developments.
This trajectory was underscored by the launch of Starbound, the first co-production between the RT network and Egypt’s National Media Authority, produced in cooperation with Al-Oula and the Egyptian Satellite Channel. Filmed at the foot of the Pyramids and on the Sphinx plateau, the programme symbolizes a partnership that combines Egypt’s cultural heritage with Russia’s scientific and technological experience.
In an interview with Ahram Online, Maya Manna, Head of RT Arabic, discusses the strategic logic underpinning these initiatives, the role of media diplomacy in Russian-Egyptian relations, and Cairo’s central place in an emerging multipolar information order.
Ahram Online (AO): RT has recently expanded its memorandums of understanding with major Egyptian media organizations, including United Media Services. How do you see these partnerships developing beyond content sharing?
Maya Manna (MM): The expansion of cooperation creates opportunities for practical joint work, not merely the exchange of media materials. We are moving towards coordinated coverage of regional and international developments, as well as mutual informational support in countries where both sides maintain correspondents and regional offices.
This cooperation also includes sharing expert networks, facilitating access to analysts and commentators, and developing professional exchange programmes. These cover consultations on newsroom practices, including the use of artificial intelligence in media workflows. Egyptian colleagues are also invited to participate in RT’s annual internship programmes, which offer hands-on experience and insight into operating in complex political and professional environments.
In addition, we plan to take part jointly in international festivals, competitions, and cultural forums, as well as to organize collaborative sessions and specialized master classes.
AO: The international system is shifting from a unipolar to a multipolar order. How does RT view this transformation, and what role does Egypt play in it?
MM: Arab countries form a core part of what is often described as the Global South, which has emerged as an increasingly independent force in world politics. Attempts to isolate Russia have not succeeded, and historically, Russia has often acted as a counterweight to dominant global powers.
There is a broad convergence of interests between Russia and Arab countries, and I see no reason to expect a break in this pattern. Egypt, in particular, occupies a central position as a regional military and economic hub. For this reason, RT Arabic does not require a fundamental editorial reorientation; our existing approach already reflects the realities of an evolving multipolar world.
AO: Egypt recently hosted the Russia-Africa Partnership Forum. How does RT Arabic use Cairo as a media gateway to Africa?
MM: For RT Arabic, Egypt’s importance lies primarily in its cultural and media influence. It is the largest Arab country and a leading producer of film and television content in the region.
We have produced documentaries marking key milestones in Russian-Egyptian relations, filmed major episodes of our cultural programmes in Egypt, and held premieres at prominent venues such as the Cairo Opera House and the Russian House. Egyptian audiences are also central to our overall reach.
By the end of 2025, Egypt accounted for around 26 percent of RT Arabic’s website audience—approximately 30 million visitors and nearly 3.5 billion video views. This level of engagement reflects both sustained interest and a degree of credibility with Egyptian audiences.
AO: What motivated the co-production of Starbound at a time of heightened geopolitical tension?
MM: Space exploration is a challenge that concerns all humanity. Even during periods of intense rivalry, cooperation in space has continued. Russia remains a leader in this field and has extensive experience to share with Arab countries.
Starbound reflects that experience and highlights the potential for scientific and technological cooperation, even in a difficult international environment.
AO: What were the main technical challenges involved in producing the programme?
MM: Our objective was to achieve authentic, real-time communication with a cosmonaut aboard the International Space Station. The principal challenge was the limited communication window—approximately 20 minutes at a time—which left no margin for rehearsal or error.
This required extensive preparation, detailed coordination, and precise technical planning to ensure everything functioned seamlessly.
AO: You have described media diplomacy as a third pillar of Russian-Egyptian relations, alongside energy and food security. How do you define this role?
MM: Energy and food security are fundamental, but they do not fully capture the depth of the relationship between our two countries. The media plays a crucial role in shaping perceptions and fostering long-term understanding between societies.
In this sense, media influence is as important as energy and food security. Together, these three pillars provide a more comprehensive and sustainable foundation for the Russian-Egyptian partnership.
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