Media production is mostly handled by Arascope (www.arascope.com) the production company that launched MADEV.

MADEV advocates and promotes the production of TV/Video interventions that seeks to provide children and families with high quality, enjoyable TV programs that project life changing social messages.

MADEV believes in the 'edutainment' approach to development through media. This involves producing media programs that educate whilst entertaining the viewer. The MADEV team focuses on creating and producing television programs from within the Middle Eastern culture in order to address issues that are specifically relevant to the development of communities within this region. The programs are designed to present children and families with a positive message that promotes healthy social values and principles. MADEV seeks the holistic development of individuals and communities, thus addressing a variety of topical issues within programs, such as decision-making, democracy, freedom of expression, children with disabilities, and gender inequality.

MADEV specifically works to empower women and children, and encourage literacy and basic education for all. All of MADEV's programs are designed and created to genuinely benefit people and to have a positive impact on the social development of communities. They mostly involve fictional storylines and characters, and are presented in fun, colorful and dramatic formats. They address a variety of important social principles, such as caring for the environment, participating in one’s community, being creative and taking initiative, managing time, learning to solve problems effectively, dealing with negative peer pressure, expressing positive/negative emotions constructively, making friends, handling fear, and many more. The programs are always culturally appropriate and relevant as they are written and produced by a local Egyptian production company.