Dubai TV, the flagship channel of Dubai Media Incorporated (DMI), has launched a significant revamp aimed at becoming the premier pan-Arab family-oriented channel. This strategic overhaul includes a new logo, extended prime time viewing hours, and a focus on quality content to capture the attention of audiences across the GCC, particularly in the UAE and Saudi Arabia.
A New Era for Dubai TV: Focusing on Family and Quality Content
Dubai TV, established in 1974, is undergoing a major transformation to solidify its position as a leading family-friendly channel in the Arab world. The core of this strategy revolves around enhancing content quality and tailoring programming to meet the preferences of its target audience.
- Extended Prime Time: Viewing hours have been extended from 8 PM to 1 AM Dubai time (7 PM to 12 midnight Saudi time), a shift based on extensive market research indicating a demand for quality content during these hours.
- Content as a Differentiator: DMI’s CEO, Hussain Ali Lootah, emphasized that superior content will be the key differentiator for the new Dubai TV, aligning with the vision of General Sheikh Mohammed bin Rashid Al Maktoum.
Strategic Investments and Partnerships
The revamp is supported by significant investments in infrastructure, programming, and talent, underscoring DMI’s commitment to its new direction.
- New News Centre: A state-of-the-art news centre has been opened at Dubai Media City, serving as the hub for news and current affairs production and broadcasting.
- Local Talent: The channel is leveraging local television professionals, including prominent political scientists, journalists, and analysts, to create compelling content.
- International Collaborations: Dubai TV has secured licensing agreements with major international studios like Warner Studios and Disney to bring the latest Hollywood fare to its viewers. Additionally, an exclusive series has been commissioned from a leading Egyptian studio.
Business Implications and Future Outlook
The strategic changes are also set to impact the channel’s commercial operations, reflecting its ambition to be a premium media entity.
- Premium Advertising Rates: The channel intends to position itself as a premium platform, with advertising rates adjusted to reflect this new status. Initial feedback from the advertising industry has been positive.
- Consolidating Dubai’s Media Hub Status: This revamp is part of DMI’s broader strategy to strengthen Dubai’s standing as a regional media hub. DMI’s portfolio includes four television stations, three radio stations, and one Arabic language newspaper, Al Bayan.
The success of this first stage of the revamp on Dubai TV is expected to pave the way for similar transformations across other DMI channels, with Channel 33 being the next in line.