Abu Dhabi Media Company (ADMC) has re-launched two of its most popular TV channels, Al Emarat and Abu Dhabi.  ADMC is self-described as a “multi-platform media and entertainment organization operating across the broadcast, publishing, and digital media sectors.” Reported by ADMC-owned newspaper The National, ADMC has “adopted the latest media and digital technologies including drones, helicopters and high-speed cameras” in order to keep up with growing trends in entertainment.

 

As the largest media corporation in the Arab world, ADMC certainly has the funds to make these strides.

 

But why this seemingly sudden push forward? And why do they feel the need to report it? The simplest reason would be that ADMC, “an arm of the government in the city-state capitol of the UAE,” is interested in strengthening Emirati culture. Television channel Al Emarat is described as being “developed by local talent that showcases the heritage, culture and traditions of the UAE.” Creating original media content is a key factor in strengthening national identity and unity since it can promote and reflect the country’s ideals and values.

 

However, there is a much stronger government movement behind this called UAE Vision 2021. Announced in 2010, UAE Vision 2021 was launched by H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. He also happens to have a loyal social media following with 860k follows on Instagram (@hhshkmohd).

 

One of the six focuses of UAE Vision 2021 is “Cohesive Society and Preserved Identity,” which is indeed shown in ADMC’s strategy “to reflect the UAE’s national identity with programs and content that is in line with the UAE’s Vision 2021 and Abu Dhabi Vision 2030.”