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For whynow, storytelling isn’t just about content but it’s about connection. Since acquiring Great Big Story in 2022, the company has focused on building passionate communities through meaningful, social-first storytelling that offers something rare in today’s media: optimism.
Their mission is clear. To create and share stories that uplift, inspire, and resonate with global audiences. whynow, licensed company at Media City Qatar, focuses on stories that bring perspective and positivity. Its flagship platform, Great Big Story, reflects that vision through stories that explore the human experience, innovation, and cultural heritage in a way that sparks curiosity and empathy.
Why Qatar, Why Now?
As part of its international expansion, whynow, a UK-based entertainment company, identified Qatar as a dynamic, fast-evolving media hub with unique potential. The decision to join Media City Qatar wasn’t only about geography. It was about partnership.
“In such a competitive industry, finding a place that truly understands your mission is rare,” shared Jeff Nathenson, Managing Director of Platforms at whynow. “Media City Qatar offered alignment with our values.”
That alignment came in the form of meaningful support, a collaborative ecosystem, and access to institutions like Qatar Museums. As a small but ambitious company, whynow found the level of engagement from Media City Qatar refreshing, and, importantly, actionable. Add to this Qatar’s strong infrastructure, digital connectivity, and its strategic position between East and West that allows coverage across regions with minimal time difference, it became clear that this was the right base for whynow’s regional ambitions.
Bringing Great Big Story to the Region
Since joining Media City Qatar, whynow has focused on introducing Great Big Story to local and regional audiences. The first step: two Qatar-based documentaries set to air mid-2025, both developed in collaboration with Qatar Museums and supported by Media City Qatar.
One film explores Qatar’s vibrant public art scene and the way it shapes cultural identity. The second follows efforts to protect the dugong, an endangered marine species native to the region’s coastline. Both reflect Great Big Story’s approach, global in reach, human in focus, and driven by curiosity.
A Thoughtful Start with Long-Term Vision
While still early in its journey in Qatar, whynow is already seeing how regional partnerships and platforms like Media City Qatar can help bring its vision to life. The market offers space for growth, and more importantly, a need for the kind of stories whynow wants to tell.
“We’re here to grow with intention,” said Nathenson. “This region is full of untold stories, and with the right partners like Media City Qatar, we’re starting to bring them to life.”
