Dubai TV, the flagship channel of Dubai Media Incorporated (DMI), has launched a significant revamp aimed at repositioning itself as the premier pan-Arab family-oriented channel. The overhaul includes a new logo, extended prime time viewing hours, and a strategic focus on the GCC, particularly the UAE and Saudi Arabia. This initiative underscores DMI’s commitment to providing superior content and enhancing its commercial viability.
Key Takeaways
- Dubai TV is undergoing a comprehensive revamp to target family audiences.
- The channel has introduced a new logo and extended its prime time viewing hours.
- Content diversification includes Hollywood films and exclusive series from an Egyptian studio.
- A new news center has been established at Dubai Media City.
A New Identity for Family Audiences
Dubai TV, established in 1974, is embarking on a new chapter with a revamped identity designed to resonate with family audiences across the Arab world. The strategy, spearheaded by Dubai Media Incorporated (DMI), aims to establish Dubai TV as the go-to channel for family entertainment. This repositioning is supported by a new logo and a clear focus on the Gulf Cooperation Council (GCC) countries, with a special emphasis on the UAE and Saudi Arabia.
Extended Prime Time and Content Focus
In a move to capture a wider audience, Dubai TV has extended its prime time viewing hours from 8 pm to 1 am Dubai time (7 pm to 12 midnight Saudi time). Hussain Ali Lootah, CEO of DMI, explained that market research indicated an opportunity to bring prime time forward, provided there is quality content. Content is identified as the key differentiator for the new Dubai TV. DMI’s strategy since its incorporation last year has been to deliver superior content while ensuring commercial success, a vision aligned with the directives of General Sheikh Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and UAE Minister of Defence, who also chairs DMI.
Investment in New Facilities and Programming
The revamp includes substantial investments in new facilities and programming. Dubai TV has opened a new news center at Dubai Media City, from which news and current affairs programs will be produced and broadcast. The long-term plan is to consolidate DMI’s entire setup within Media City. Furthermore, the channel has invested heavily in a lineup of new lifestyle programs, all conceived and produced locally. The team behind these programs includes prominent local television professionals, political scientists, and analysts.
Hollywood and Exclusive Content
To further enhance its appeal, Dubai TV has secured formal licenses with Warner Studios and Disney to broadcast the latest Hollywood films. In another significant development, the channel has commissioned a leading Egyptian studio to produce exclusive series, marking a first for Dubai TV. These strategic content acquisitions are designed to make Dubai TV the preferred channel for Arab families. The revamp will subsequently be extended to Channel 33, another DMI channel.
Advertising and Future Outlook
The changes at Dubai TV are also expected to influence advertising rates, with the intention to position the channel as a premium offering. Initial feedback from the advertising industry regarding the new look has been overwhelmingly positive. DMI’s consolidation efforts aim to further solidify Dubai’s status as a prominent media hub. The DMI portfolio currently includes four television stations, three radio stations, and the Arabic language newspaper, Al Bayan.