As Dubai’s food scene diversifies, 'Ditch the Silver', premiering this quarter on OSN, uncovers the city’s hidden culinary gems. Producer Reim El Houni talks to BroadcastPro Middle East about creating the series, independent production in the UAE and the rising demand for authentic local stories.
Dubai’s culinary landscape is often associated with glitzy high-end dining, but there is another layer: small, characterful eateries that reflect the city’s diversity and community spirit. Ditch the Silver, a new 10-episode docu-style series premiering on OSN and OSN+ this quarter, focuses on that. Hosted by Arva Ahmed, founder of Frying Pan Adventures, the show visits neighbourhoods across the UAE, uncovering eateries that might otherwise go unnoticed.
“The concept is simple, it does what it says on the tin. We are ditching the silver. We are not heading to the Michelin-starred establishments that everyone already knows. We are focusing on the unsung heroes and shining a light on authentic, character-filled eateries that may not have made the headlines yet but should,” says Reim El Houni, producer of the series.
Each 24-minute episode explores a different neighbourhood and highlights the stories behind the food, chefs and communities. “Our hope is that by the time viewers finish the season, they will not only have discovered new places to eat but will also feel a stronger connection to the culinary diversity that exists just beneath the surface,” El Houni adds.
Food as cultural storytelling
In the UAE, a country with close to 200 nationalities and rapidly diversifying food offerings, culinary experiences serve as a meaningful way to celebrate cultural identity while connecting people in a deeply human and enjoyable way. According to the Dubai Gastronomy Industry Report 2024, Dubai ranked number one globally for fine dining and issued nearly 1,200 new restaurant licences across diverse categories last year. The report also highlights a remarkable increase in dining out, with the average resident now eating out 2.5 times per week.
“These numbers show how central food is to Dubai’s social and economic dynamics. Food-based storytelling not only reflects cultural diversity but also helps preserve and elevate local identities. Every eatery has a story, whether it’s an Emirati-made lamb dish, a regional recipe or a hole-in-the-wall café with decades of history. I think it’s one of the strongest genres and the strongest content plays that will always remain and will outlast most genres. It’s personal, it’s human, it’s relatable and enjoyable to watch,” El Houni explains.
From YouTube to broadcast
Ditch the Silver began as a digital experiment. El Houni and Ahmed launched the show on YouTube first, building an audience and attracting sponsor interest before taking it to traditional TV. “I enjoyed her podcast and admired her deep knowledge and passion for food,” says El Houni. “She joined one of our media training bootcamps, On Air, about a year ago, and shortly after we launched a YouTube channel together called Ditch the Silver. As the channel began to grow steadily and attract sponsor interest, I decided to take a leap of faith and pitch the show to OSN.”
The series is also set to reach a broader audience, with plans to feature on Emirates Inflight Entertainment.
Producing in a developing market
El Houni emphasises that producing original content in the UAE is still challenging. “I genuinely think what is missing right now is more broadcasters and platforms being ready to commission new content and take creative risks. Having worked in this industry for over 25 years, 18 of which in the UAE, I have personally found it incredibly difficult to get shows made despite how passionate I am about content creation.”
Independent producers often need to navigate limited budgets and fragmented support systems. The path from concept to broadcast typically involves multiple stages – proof of concept, building an audience, securing sponsorships and scaling production for TV or streaming platforms. Ditch the Silver is an example of how persistence, careful planning and digital-first experimentation can overcome these challenges, El Houni says.
Authenticity as audience currency
Audiences are also shifting, and El Houni sees a growing appetite for authentic, relatable stories. “I am not sure if this is a shift that is specific to the MENA region, but I do believe there is a growing interest overall in real, authentic stories and in getting a peek behind the scenes. That is likely why we are seeing increased popularity in documentaries, docu-series and even reality formats. From what I see, there is less pressure now for content to be fully polished or high-end and more emphasis on following a compelling story and connecting with people. Audiences want to see something that feels genuine.”
“We are focusing on the unsung heroes and shining a light on authentic … eateries that may not have made the headlines yet but should” – Reim El Houni, Producer, Ti22 Films
This authenticity drives the show’s narrative choices, from the selection of eateries to the way interactions are filmed. It also reflects a broader industry trend: viewers value transparency, personality and specificity over spectacle.
Supporting local creators
Ti22 Films, a Dubai production company founded by El Houni in 2011, played a key role in developing and producing the series. While the company’s portfolio includes corporate content and live events, it has increasingly focused on projects that support creators and bring local stories to broader audiences. “Growing visibility is incredibly important to me, whether that is through the hosts and presenters who go on to lead shows or through the subject matter we feature, including the restaurants, chefs and eateries that deserve more attention. Ditch the Silver is a show that does exactly that,” says El Houni.
The UAE is increasingly fertile ground for independent production, with streaming platforms, telecom providers and digital networks creating opportunities for new voices. However, funding and commissioning structures remain cautious. El Houni sees the path forward as one of experimentation, community building and targeted audience engagement.
The future
Ultimately, Ditch the Silver is a grounded exploration of Dubai’s neighbourhoods, flavours and people. It reflects both the practical realities of producing in the UAE and the creative possibilities that exist for independent content creators. “Some ideas may sound very specific or even limiting at first, but I believe there is an audience for every niche. That is what can make content truly different and compelling,” says El Houni.
Through the lens of food, the series captures the human stories that define Dubai’s diverse communities, while demonstrating how authentic local storytelling can find a place on both regional and international platforms.
