Dubai Media Council Discusses Growth and Digital Transformation

H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), chaired a meeting to review the Council’s key performance indicators, initiatives, and strategic goals for Dubai’s media sector. The meeting also focused on Dubai Media Incorporated’s (DMI) digital transformation, aiming to align the media sector with Dubai’s comprehensive development plans under the leadership of H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.

During the meeting, Sheikh Ahmed highlighted that media is a key sector with strong potential to increase its contribution to Dubai’s economic development. He noted that the sector can play an important role in achieving the objectives of the Dubai Economic Agenda D33. He stressed the importance of public-private partnerships and affirmed the government’s support for media institutions within a framework of good governance, helping them grow and succeed.

Sheikh Ahmed directed the Council to work toward doubling the media sector’s contribution to Dubai’s GDP from 1.4% to 3% by 2033. He emphasized fostering innovation across media projects, investing in young national talent, and creating a supportive environment for producing high-quality content that reflects Dubai’s global prominence.

He also highlighted the importance of accelerating the digital transformation of Dubai’s media. Sheikh Ahmed explained that media plays a crucial role in raising awareness, supporting Dubai’s future plans, and strengthening its global influence. This requires developing innovative tools and solutions to meet global technological standards and audience expectations locally and internationally.

During the meeting, Sheikh Ahmed reviewed the Council’s performance indicators, which include growth in media exports, the establishment of new film and gaming committees, and targets for attracting foreign investment. He also focused on boosting local content production, supporting private media companies, expanding talent incentives, and strengthening strategic communication to increase Dubai’s digital reach.

Mona Al Marri, Vice Chairperson and Managing Director of DMC, highlighted that transferring regulatory oversight of Dubai’s media sector to the Council under Law No. 29 of 2024 had a positive impact. The law expanded the Council’s powers and enabled it to implement media development plans efficiently, keeping pace with global trends and enhancing competitiveness.

Nehal Badri, Secretary General of DMC, mentioned that in 2025, the Council expanded its global reach by working with leading academic institutions to shape media policies and train the next generation of talent. Initiatives included the first Dubai Film and Games Forum, the Dubai Film Development Committee, and the Dubai Gaming Committee. Talent development programs such as the Media Leadership Programme and the Emirati Media Talent Pledge were also introduced.

Sheikh Ahmed approved DMI’s integrated digital strategy and reviewed progress on digital transformation initiatives, including the “Awaan” platform for television content. The strategy focuses on advanced content, original productions, partnerships with technology leaders, and global market insights. It aims to enhance Dubai Media’s digital identity, youth-focused storytelling, and content in emerging formats like podcasts.

The meeting included members of DMI’s Youth Council for Dubai Media, launched to support young Emirati media leaders and advance the National Youth Agenda 2031. Sheikh Ahmed also met participants of the DMI ‘Media Pioneer Programme – Emirati Photographer’ and the ‘Leaders Diploma Program’, which train national media professionals and leaders according to global standards.

Council members present included Malek Al Malek, Hala Badri, Aisha Miran, Mohammed Al Mulla, Younus Al Nasser, Issam Kazim, Abdulla Humaid Belhoul, Khalfan Juma Belhoul, Mohammed Ali Lootah, and Rashid Al Marri.

This meeting reflects Dubai’s commitment to strengthening its media sector, promoting innovation, supporting talent, and expanding its influence locally and globally.