The new integrated media organisation will highlight national identity and values through enhanced content to enrich communities across its various platforms.
Crown Prince Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Chairman of the Abu Dhabi Executive Council, has officially launched the ambitious new vision and strategy for the Abu Dhabi Media Network during a launch ceremony held at the Abu Dhabi National Theatre.
At the event, he provided his endorsement of a comprehensive overview of the vision and strategy, which places significant emphasis on key public service pillars. These pillars are designed to enhance the landscape of public media, develop engaging educational and informative content tailored to all segments of the community, and accelerate the growth of the knowledge economy across all media platforms, including broadcast, digital, and print.
The event was also attended by Sheikh Zayed bin Hamdan bin Zayed Al Nahyan, Chairman of the National Media Office.
Under the new strategy, Abu Dhabi Media Network will operate on a set of strategic pillars, with the goal of enhancing media content that reflects the Emirati identity and highlights the nation’s progress, achievements, and advancements across vital sectors. This initiative aims to strengthen Abu Dhabi’s regional and international position.
Central to the strategy is the launch of the Al Ittihad News Centre, which will serve as a unified media hub across the network’s various news platforms. Its mission is to provide professional and accurate coverage of local, regional, and global developments in multiple languages. The centre will also facilitate specialised round-the-clock news bulletins, covering finance, business, economic affairs, sports, and more, in line with the highest standards of media reporting.
As part of the strategy, the Al Ittihad newspaper will be revamped to feature both Arabic and English editions, delivering news reporting that adheres to the highest international media standards.
Furthermore, the strategy encompasses the development of a diverse range of media content that reflects the aspirations of the UAE community. This content will be disseminated through the network’s affiliated channels and media outlets.
The strategy also places a strong emphasis on content related to women and families. Zahrat Al Khaleej magazine, available in both Arabic and English, will showcase the journeys and achievements of successful women in the UAE and the Arab world, as well as their personal, social, and national accomplishments.
Moreover, the strategy prioritises the creation of rich, diverse, and impactful children’s content, presented in both Arabic and English. Majid magazine and Majid Kids TV will aim to foster curiosity for learning, exploration, and research while cultivating an interest in science among children through interactive games and smartphone applications, all grounded in Emirati values.
In line with plans to distribute enhanced content across the network’s broadcast, digital, and social platforms, the strategy includes the modernisation of the radio network. It will feature a wide range of programming across six pillars: news, sports, Emirati affairs, entertainment, education, and knowledge, as well as children’s programming. These offerings will be available in Arabic, English, and Hindi.
Khaled bin Mohamed underscored the UAE leadership’s commitment to the media sector, emphasising its active role in supporting the country’s progress and prosperity over the past five decades. He highlighted that the launch of the new Abu Dhabi Media Network aligns with this vision and emphasised the importance of upskilling national talent to build a comprehensive and integrated national media ecosystem in line with long-term strategic goals, national priorities, and sustainable development trends.
He further stressed the vital role of the media sector in enhancing community awareness and the importance of establishing a strong foundation for the future while keeping pace with the technological advancements, including artificial intelligence, in the media sector. Sheikh Khaled also emphasised the significance of investing in highly skilled and inspirational Emirati media professionals to lead the sector towards further growth.
Sheikh Zayed bin Hamdan bin Zayed Al Nahyan explained how the transformation of the Abu Dhabi Media Network represents a significant step in strengthening the national media landscape. He emphasised the key role it will play in showcasing the UAE’s achievements and aspirations while accurately portraying the uniqueness of Emirati society and its rich cultural and social heritage.
This transformation aims to accelerate the development of a national media ecosystem aligned with strategic national interests and global media sector developments. It seeks to engage effectively with local, regional, and international audiences by creating diverse media content that reflects Abu Dhabi and the UAE’s values and heritage. It also aims to serve the aspirations of all segments of society, promoting coexistence, social cohesion, and positive public interaction.
The new network will utilise state-of-the-art infrastructure and cutting-edge technology, adhering to the highest global standards. It will deliver diverse educational, informative, and entertaining programming for various age groups, as well as media content and news programming for non-Arabic speakers.
The launch event, attended by several members of the ruling family, sheikhs, and senior federal and emirate-level government officials, highlighted the history of Abu Dhabi Media Company since its founding in 1969. This history includes the inception of Abu Dhabi Radio, the first black and white broadcast on Abu Dhabi TV, the first issue of Al Ittihad newspaper, the debut of colour broadcasts, and other significant milestones.