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Ahmed bin Mohammed approves DMI’s new strategy and corporate identity


Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council
Image credit: Dubai Press Office

Dubai: Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), on Thursday approved the new strategy and corporate identity of Dubai Media Incorporated (DMI). The move, aimed at increasing the organization’s ability to keep up with the latest industrial and technological changes and increase its competitiveness in an evolving environment, is aligned with DMI’s long-term development plan. DMI’s new strategy and corporate identity, which covers all sectors of the company, including print, radio, television and digital platforms, supports Dubai’s plan to further cement its status as a regional media and business hub .

During the Dubai Media Council meeting chaired by Sheikh Ahmed bin Mohammed, held on Thursday at the DMI News Center in Dubai Media City, Sheikh Ahmed said that DMI’s strategic development is aligned with His Highness’ vision Sheikh Mohammed bin Rashid Al Maktoum, Vice President. and Prime Minister of the United Arab Emirates and Ruler of Dubai, to raise the competitiveness of Dubai’s media industry to a level that is commensurate with its status as a global economic center and Arab media capital. This vision has fostered a series of initiatives and projects that have transformed regional media and elevated Dubai’s global media stature, His Highness said.

Foster a progressive media environment

“Under the leadership of Sheikh Mohammed bin Rashid, we aim to foster a progressive media environment that not only earns the trust of the audience but also contributes substantially to the nation’s sustainable development path. In designing DMI’s new strategy, we have placed the utmost importance on developing young, highly competent national leaders who can lead new initiatives and lay the foundation for growth and transformation. We seek to make DMI one of the leading media companies in the Arab world,” Sheikh Ahmed said.

Sheikh Ahmed further said that DMI would receive all necessary support to achieve its goals. “We will meticulously monitor the realization of our objectives, evaluating performance and monitoring progress towards meeting the specific goals set out in our strategic action plan. “We deeply appreciate the commitment shown by Dubai’s media pioneers, whose contributions have helped our media institutions set high standards of excellence,” he added.

The meeting was attended by Mona Al Marri, Vice President and CEO of Dubai Media Council, and board members Mohammed Sulaiman Al Mulla, Malek Sultan Al Malek; Dr. Abdulla Al Karam; Younes Al Nasser; and Nehal Badri, secretary general of the Council.

Develop a comprehensive media strategy.

Mona Al Marri affirmed the Council’s commitment to supporting DMI in realizing its strategy, stating: “The Dubai Media Council is steadfast in executing the directives of Sheikh Ahmed bin Mohammed, empowering DMI to fulfill its mission. “We are working closely with DMI to ensure successful execution of the strategy within the stipulated timeframe.”

He further said that under the leadership of Sheikh Ahmed bin Mohammed, DMC forged partnerships with stakeholders across the industry to develop a comprehensive media strategy for the emirate. This encompasses highly specific performance indicators for media institutions. These concerted efforts aim to strengthen the competitiveness of media institutions at local, regional and global levels, Mona Al Marri noted.

Expanding audience base

Meanwhile, Mohammed Sulaiman Al Mulla noted that the new strategy will be executed through a comprehensive plan that will cover all sectors of DMI. Nurturing domestic talent and equipping them with the skills needed to achieve global benchmarks of excellence remains one of the organisation’s primary objectives. He also announced that Emirati and Arab media personalities will contribute to DMI’s efforts to raise the profile of its channels and develop programming that reflects its new corporate identity. He highlighted DMI’s commitment to operating on solid corporate foundations, developing the organization into a leading brand and expanding its audience base.

He also said that the new strategy will place a strong emphasis on strengthening Dubai TV’s local brand profile through the Sama Dubai channel. Additionally, Dubai TV will continue to showcase Dubai’s achievements to the world and elevate its stature as a global economic hub through creative content.

Integrating a multitude of programs.

The newly outlined strategy integrates a multitude of programs and initiatives, which are synergistically aligned with Dubai’s status as a global media hub. The strategy seeks to develop competitive and internationally referenced media services that promote commercial objectives while preserving local cultural values. Ultimately, DMI’s new strategy seeks to guide the organization’s transformation into a revenue-generating entity that contributes to the emirate’s GDP and the growth of its vital sectors.

DMI will announce the details of its new strategy at the 21st Arab Media Forum starting on September 26.


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