Dubai Media Incorporated (DMI) has launched a significant revamp of its flagship channel, Dubai TV, aiming to establish it as the premier pan-Arab family-oriented channel. This strategic overhaul includes a new logo, extended prime-time viewing hours, and a focus on high-quality, locally produced content, signaling DMI’s commitment to enhancing media offerings and solidifying Dubai’s status as a media hub.
Dubai TV’s Strategic Transformation
Dubai TV, established in 1974, is undergoing a comprehensive transformation to redefine its identity and appeal. The core of this strategy is to become the leading family-oriented channel across the Arab world, with a particular emphasis on the GCC region, especially the UAE and Saudi Arabia.
Key aspects of this strategic shift include:
- Extended Prime Time: Viewing hours have been extended from 8 PM to 1 AM Dubai time (7 PM to 12 AM Saudi time), a move based on extensive market research indicating a demand for quality content during these hours.
- Content as a Differentiator: The new Dubai TV prioritizes superior content, aiming to differentiate itself through high-quality programming. This aligns with DMI’s overarching strategy since its incorporation in July last year, focusing on commercially successful operations while delivering excellent content.
- Premium Positioning: The channel intends to be a premium offering, reflected in its advertising rates, which have received positive initial feedback from the advertising industry.
Investment in Infrastructure and Talent
As part of its revamp, Dubai TV has made significant investments in both infrastructure and human capital:
- New News Center: A state-of-the-art news center has been opened at Dubai Media City, which will produce and broadcast news and current affairs programs. There are plans to further expand facilities to house the entire DMI setup at Media City.
- Lifestyle Programming: The channel has heavily invested in a new lineup of lifestyle programs, all conceived and produced at its existing facility in Dubai.
- Local Talent Focus: The core team will comprise local television professionals, including prominent figures such as political scientists Dr. Abdel Khaleq Abdullah and Dr. Mohammed bin Howayden, journalist Dr. Aisha Ibrahim Sultan, and analyst Dr. Mohammed bin Ibrahim Al Naqabi.
Expanding Reach and Partnerships
Dubai TV is also broadening its content horizons through strategic partnerships:
- International Content: Formal licenses have been secured with Warner Studios and Disney to bring the latest Hollywood fare to viewers.
- Exclusive Regional Series: In a pioneering move, Dubai TV has commissioned a leading Egyptian studio to produce exclusive series specifically for the channel.
These initiatives are designed to make Dubai TV the channel of choice for Arab families. The revamp will also extend to Channel 33, indicating a broader transformation across DMI’s portfolio, which includes four television stations, three radio stations, and the Arabic language newspaper, Al Bayan.