Sheikh Ahmed Bin Mohammed Calls For Doubling Media Sector’s GDP Contribution To 3% By 2033

H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), led a meeting to evaluate the media sector's performance indicators. The focus was on aligning media initiatives with Dubai's development goals under the leadership of H.H. Sheikh Mohammed bin Rashid Al Maktoum, aiming to advance strategic objectives across various sectors.

Sheikh Ahmed emphasised the media sector's potential to significantly boost its contribution to Dubai’s economy. He highlighted its capability to support the Dubai Economic Agenda D33 and stressed the importance of public-private partnerships. The government is committed to supporting media institutions within a framework of good governance and clear guidelines, fostering growth opportunities.

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The Council was tasked with doubling the media sector’s GDP contribution from 1.4% to 3% by 2033. Sheikh Ahmed stressed the need for innovation in media projects and investment in young talent. This approach aims to create high-quality content that reflects Dubai’s leadership and prominence on a global scale.

Accelerating digital transformation in Dubai’s media was also highlighted as crucial. Sheikh Ahmed noted that media plays a key role in raising community awareness and supporting future plans within a digital environment. Developing innovative tools and solutions is essential to meet audience expectations globally.

The meeting reviewed DMI’s integrated digital strategy, including initiatives like the "Awaan" platform for television content. The strategy focuses on advanced content, original productions, partnerships with tech leaders, and insights from global market analysis. It aims to enhance Dubai Media’s digital identity with Emirati content relevant worldwide.

Mona Al Marri, Vice Chairperson of DMC, discussed the positive impact of transferring regulatory oversight of Dubai’s media sector to the Council under Law No. (29) of 2024. This law expanded the Council’s powers, enabling efficient implementation of media development plans aligned with global trends for competitiveness.

Regulatory Frameworks and Talent Development

The Council acts as the main regulatory body issuing permits and licences while ensuring alignment with Emirati culture and values. This strengthens Dubai’s position as a hub for media creativity and talent attraction by providing clear professional frameworks.

Nehal Badri, Secretary General of DMC, mentioned that in 2025, the Council expanded its global reach by collaborating with leading academic institutions worldwide. This effort aims to shape forward-looking media policies and prepare future talent through initiatives like the first Dubai Film and Games Forum at the Arab Media Summit 2025.

Youth Engagement and Leadership Programmes

The meeting included members from DMI’s Youth Council for Dubai Media, launched in October 2025 to support young Emirati media leaders' development. The initiative aligns with advancing the National Youth Agenda 2031 by creating specialised national role models.

Sheikh Ahmed met participants from DMI’s ‘Media Pioneer Programme – Emirati Photographer’ programme, which trains future media professionals according to global best practices. He also engaged with participants from the ‘Leaders Diploma Program’ developed in collaboration with IMI Media Academy and ILLAF Train UK.

Council members present at the meeting 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 as rapporteur.

With inputs from WAM