Post by : Mara Rahim
H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, the Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), led a session to review the Council’s performance metrics, strategic initiatives, and goals aimed at uplifting the media sector in Dubai. The discussions particularly centered on the digital evolution of Dubai Media Incorporated (DMI), ensuring the media framework aligns with Dubai's broader development vision under H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.
During this session, Sheikh Ahmed emphasized the media’s significant potential to bolster Dubai’s economic landscape. He reiterated the role the sector plays in advancing the Dubai Economic Agenda D33, and highlighted the need for public-private collaborations, assuring the government’s commitment to supporting media entities within a framework of effective governance.
Sheikh Ahmed called for initiatives geared towards increasing the media sector's contribution to Dubai’s GDP from 1.4% to 3% by the year 2033. Innovation in media projects, nurturing local talent, and creating an environment ripe for high-caliber content creation reflective of Dubai’s global stature were underscored as pivotal.
The necessity for expediting the digital transformation within Dubai’s media landscape was also stressed. Sheikh Ahmed pointed out that the media’s role is fundamental in boosting awareness, supporting Dubai's future trajectories, and amplifying its influence on the world stage. This involves crafting innovative tools and solutions in line with global technological standards to satisfy both local and international audience demands.
In the review of the Council's performance metrics, Sheikh Ahmed noted the need for growth in media exports, the formation of new film and gaming committees, and strategies for attracting foreign investments. He highlighted the importance of local content production, aid for private media firms, and enhanced strategic communication to expand Dubai's digital footprint.
Mona Al Marri, the Vice Chairperson and Managing Director of DMC, pointed out that the regulatory transition of Dubai’s media landscape to the Council under Law No. 29 of 2024 has yielded positive outcomes. This law empowers the Council in executing media development agendas effectively, keeping pace with international trends and boosting competitiveness.
Nehal Badri, Secretary General of DMC, noted that in 2025, the Council broadened its global perspective through collaborations with prominent academic institutions to refine media policies and cultivate future talent. Initiatives such as the inaugural Dubai Film and Games Forum, the Dubai Film Development Committee, and the Dubai Gaming Committee have been launched. Talent advancement programs like the Media Leadership Programme and the Emirati Media Talent Pledge were also set in motion.
Sheikh Ahmed endorsed DMI’s comprehensive digital strategy and examined the progress on their digital transformation initiatives, including the creation of the “Awaan” platform for television content. The strategy prioritizes high-quality content, original productions, partnerships with tech leaders, and insights from the global market. Its aim is to strengthen Dubai Media’s digital presence, storytelling aimed at the youth, and content in diverse formats like podcasts.
The meeting also involved members from DMI’s Youth Council for Dubai Media, initiated to bolster young Emirati media leaders and advance the National Youth Agenda 2031. Sheikh Ahmed also interacted with participants from the DMI ‘Media Pioneer Programme – Emirati Photographer’ and the ‘Leaders Diploma Program’, aimed at equipping national media professionals and leaders with international standards.
Present during 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 assembly underscores Dubai’s dedication to fortifying its media sector, driving innovation, enabling talent, and amplifying its local and global influence.
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