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 strong focus on quality content, particularly for audiences in the UAE and Saudi Arabia.
Dubai TV Unveils Major Revamp to Become Premier Family Channel
Dubai TV, established in 1974, is undergoing a comprehensive transformation to solidify its position as a leading family-centric television channel across the Arab world. The initiative, spearheaded by Dubai Media Incorporated (DMI), seeks to differentiate Dubai TV through superior content and a refined brand identity.
Key Changes and Strategic Focus
- New Identity: Dubai TV has introduced a new logo and is striving to create a distinct identity as the leading pan-Arab family-oriented channel.
- Extended Prime Time: Viewing hours have been extended from 8 PM to 1 AM Dubai time (7 PM to 12 Midnight Saudi time), a strategic move based on extensive market research indicating a demand for quality content during these earlier hours.
- Content is King: The core of the revamp is a commitment to high-quality, differentiated content. This includes new lifestyle programs conceived and produced in Dubai, and exclusive series commissioned from a leading Egyptian studio.
- Target Audience: The primary focus is on the GCC region, with a particular emphasis on the UAE and Saudi Arabia.
- Advertising Rates: The channel intends to be a premium offering, and advertising rates will reflect this elevated status, with initial feedback from the advertising industry being positive.
Infrastructure and Talent Investment
As part of the overhaul, Dubai TV has opened a new news center at Dubai Media City, which will be the hub for news and current affairs programming. There are also plans to further expand facilities to house the entire DMI setup at Media City. The channel is investing in local talent, with prominent political scientists, journalists, and analysts forming the core of its team. Additionally, Dubai TV has secured licensing agreements with Warner Studios and Disney to bring the latest Hollywood content to its viewers.
DMI’s Broader Vision
This revamp of Dubai TV is part of DMI’s broader strategy, which since its incorporation in July of the previous year, has focused on providing superior content while maintaining commercial success. General Sheikh Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and UAE Minister of Defence, and Chairman of DMI, has emphasized this clear vision. The changes on Dubai TV are just the beginning, with the revamp expected to extend to Channel 33 next. DMI’s portfolio includes four television stations, three radio stations, and one Arabic language newspaper, Al Bayan, all contributing to Dubai’s status as a media hub.