Post by : Maya Rahman

H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, the Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), presided over a pivotal meeting aimed at evaluating the Council's performance metrics, strategic objectives, and initiatives geared toward boosting Dubai’s media sector. This session also emphasized the urgent need for digital transformation within Dubai Media Incorporated (DMI), ensuring that the media sector aligns with Dubai’s overarching development plans led by H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.

During this session, Sheikh Ahmed acknowledged the media sector's significant potential to bolster economic growth in Dubai. He pointed out that the sector is essential for meeting the goals set forth in the Dubai Economic Agenda D33. He underscored the necessity of public-private partnerships while reiterating the government’s commitment to support media entities within the framework of good governance.

Additionally, Sheikh Ahmed urged the Council to aim for a substantial increase in media's contribution to Dubai’s GDP, targeting a rise from 1.4% to 3% by 2033. He called for fostering innovation in media projects, investing in emerging national talent, and creating an environment conducive to producing superior content that highlights Dubai’s global significance.

He further stressed the critical importance of accelerating the digital transformation of the media landscape in the city, noting how media is vital for enhancing awareness, supporting future plans, and elevating Dubai’s status on the global stage. This requires the creation of innovative tools to meet both local and international technological standards.

During the discussion, Sheikh Ahmed reviewed performance metrics that included growth in media exports, the establishment of new film and gaming committees, and strategies to attract foreign investments. He also discussed enhancing local content production and bolstering support for private media organizations to expand strategic communication and improve Dubai's digital footprint.

Mona Al Marri, Vice Chairperson and Managing Director of DMC, noted that the transfer of regulatory oversight of Dubai’s media sector to the Council under Law No. 29 of 2024 had significantly improved operations. This legislation has broadened the Council’s authority and enabled the rapid implementation of development plans that respond to global trends, thereby enhancing competitiveness.

Nehal Badri, Secretary General of DMC, announced that in 2025, the Council would extend its global influence by collaborating with top academic institutions to shape media policies and cultivate the next wave of talent. Initiatives include the inaugural Dubai Film and Games Forum, the Dubai Film Development Committee, and the Dubai Gaming Committee, alongside talent development programs such as the Media Leadership Programme and the Emirati Media Talent Pledge.

Sheikh Ahmed approved an integrated digital strategy for DMI and reviewed the progress made in digital transformation initiatives, including the launch of the “Awaan” platform for television content. This comprehensive strategy seeks to enhance Dubai Media’s digital identity, innovate storytelling for young audiences, and expand into emerging content formats, including podcasts.

The meeting featured members of DMI’s Youth Council for Dubai Media—initiated to empower young Emirati media professionals while advancing the National Youth Agenda 2031. Sheikh Ahmed also engaged with participants from the DMI ‘Media Pioneer Programme – Emirati Photographer’ and the ‘Leaders Diploma Program,’ both aimed at equipping national media professionals with global standards of excellence.

Present at the meeting were Council members including Malek Al Malek, Hala Badri, Aisha Miran, Mohammed Al Mulla, Younus Al Nasser, Issam Kazim, Abdulla Humaid Belhoul, Khalfan Juma Belhoul, Mohammed Ali Lootah, and Rashid Al Marri.

This meeting underscores Dubai’s commitment to fortifying its media landscape, promoting innovation, nurturing talent, and amplifying its impact both locally and globally.

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