About the Chairman

When words are informed, media becomes a message that enlightens minds and builds nations. When a vision is based on insight, change becomes possible, even when faced with the most complicated challenges. Guided by these principles, and by our wise leadership, we launched our vision to develop the media sector, not only by updating its tools, but also by redirecting it toward having an increased impact and presence. It is an initiative built on our belief that responsible words not only portray reality but also help shape it. A national platform should be more than a mirror; it should guide the way toward development.

The media project we want to achieve goes beyond technical or administrative improvements. It is a complete vision that is rooted in our heritage, responds to the needs of the present, and looks toward a promising future to reinforce the role of media as a space to shape awareness, build a nation, and support our journey toward sustainable development.

At the National Media Office, our work is based on a strategy that aims to shape the present and future of media in the UAE, using various means. This strategy focuses on creating a modern Emirati media landscape that keeps pace with the country’s growth, aligns with authentic social values, adapts to continuing developments in global media across its various disciplines and means, and supports the principles of engagement in decision making and free and responsible advice.

The vision of the National Media Office is based on its deep-rooted belief in the power of a message that stems from a clear brand. Accordingly, the Office works on developing national media strategies that are based on best global practices and leverage the latest media technologies, tools, and applications. This modernisation does not come at the expense of the essence but rather enriches it, with the Emirati identity acting as the compass that guides the Office’s voice and makes it unique.

Our efforts to develop the media ecosystem are driven by a desire to build a media that reflects the spirit of the nation and is capable of speaking to the world without abandoning its own language. This will in turn reinforce the standing of the UAE in media brand indexes, and help increase the value of the UAE’s national media brand, with the nation being a leader in the Nation Brand Performance Index and media identity strength. This will also emphasize its standing as a nation that shapes its own message and shares it with confidence and competency.

Our mission at the National Media Office is to support the media leadership in the UAE, and help it have an influential, strong, and effective presence in the local, regional and international media landscapes. This is achieved by having a strong and impactful message that is based on sufficient data, authentic information, proven facts, and an innovative and renewed narrative, all of which promote the UAE’s reputation across the world.

For this purpose, we are seeking to create a complete media ecosystem that encourages UAE media outlets to adopt a policy that aims to qualify and improve the capabilities of national talents, enabling them to keep pace with the successive changes in the media sector in order to support the UAE’s impact in the global media landscape.

We believe that the media sector must bring together expertise and youth and invest all its capabilities in qualifying and enabling the new generations to shoulder the responsibility of furthering the development of the country’s media landscape, across all media types and formats, always leading the way forward.

The strategy of the National Media Office gives great importance to creating a competitive media sector that leaves a clear impact on the national economy and increases the contribution of creative industries in the GDP, allowing the UAE’s sustainable development journey to continue and reinforcing its media presence regionally and globally.

Based on our strategy, we are also working toward reinforcing the role of media in the UAE as a key partner in sustainable development and an essential pillar in supporting the nation’s journey, by providing content that keeps up with the successive developments achieved by the UAE in various key areas. At the same time, the media sector must reflect the UAE’s authentic brand and national achievements, and reinforce the nation’s regional and global standings, all based on a vision that aims to develop a media sector that has integrity, objectivity, professionalism, and transparency. In this vision, the media sector is one that depends on reliable information and accurate data, as well as on opinions supported by proof and arguments. It is a media that recognizes that the truth is the only path to success.

It is no doubt then that this vision places a great responsibility on our shoulders: to provide an attractive environment for talents and creatives to help creativity thrive and transform media in the UAE into a leading global space that is impactful and advanced. This can help achieve our objectives to further position our media as a reliable source for global media outlets, thanks to its authentic, creative and faithful content that is based on fact, correct data, and informed analysis.

We are aware that leadership requires keeping up with the media industry and engaging with the emerging digital revolution, as well as adapting to the directions and visions of local, regional, and international target audiences. It also requires us to keep pace with the effects of artificial intelligence and technologies that are redefining how media content is produced and shared, all the while engaging our audience and building new sources of income that promote sustainable development for the media sector.

In the end, I would like to confirm that we will build on what makes our media ecosystem unique. It is an ecosystem built on the true values of Emirati society, which were passed down from generation to generation. It is an ecosystem that has tackled issues bravely and with courage and has encouraged innovation that invites audience engagement with media content.