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We aspire to develop an integrated media system, says Sheikh Zayed bin Hamdan

We aspire to develop an integrated media system, says Sheikh Zayed bin Hamdan
20 Sep 2023 02:01

Hamad Alkaabi (ABU DHABI) 
His Highness Sheikh Zayed bin Hamdan bin Zayed Al Nahyan, Chairman of the UAE Media Council, explains that the future of media in the UAE will be built on the historic legacy and achievements of the nation’s media sector. 
Characterising the UAE’s media’s journey as ‘rich and profound’ he explained that further strides will be taken to best serve the UAE’s interests.
In a comprehensive interview with Aletihad, His Highness Sheikh Zayed bin Hamdan bin Zayed Al Nahyan, said: “We must convey our image to the world; narrating our identity, our success story, our culture, our vision, and our aspirations for the future.”
His Highness emphasised the importance of  “everyone’s contribution to shaping the future of Emirati media, developing its tools, enhancing people’s skills, and strengthening the sector’s efficiency as a strong foundation for the next stage, as the key factor in helping us to achieve our goals”.
“Our content must reflect our ambitions, our achievements, our identity, and our culture. Our aim is to be influential, inspiring, and active in shaping our future,” His Highness added.
His Highness also noted that “our media institutions produce high-quality content, to serve our objective in safeguarding our cultural and national values.”
“We aspire to enhance and develop a comprehensive media system that serves the state’s interests,” he said.

“Our media is required to focus more on business and economic content in terms of providing coverage and analysis. Our nation is witnessing significant growth, and our economy is a fundamental pillar of our government’s vision for the next fifty years. Therefore, we need UAE journalists who specialise in business journalism to keep pace with that rate of growth,” His Highness said, urging all local media institutions to train specialised teams in the relevant skills. 
Addressing the role of the media in communicating the UAE’s hosting of COP28 in November, His Highness expressed confidence that the UAE media will be an effective partner in skillfully narrating the country’s success as a host and in using the historic opportunity to highlight the country’s sustainability journey. 
“Our media talent is our true wealth, and a central pillar in our strategy,” His Highness Sheikh Zayed bin Hamdan said, in response to a question about the importance of qualifying UAE media professionals. His Highness further emphasised the importance of encouraging the success and developing the skills of media professionals.
The media also plays a vital role in enhancing the values of mutual coexistence and tolerance, he said, noting that this is achieved by communicating shared human values among all people, and in highlighting positive principles.
 He emphasised the importance of communicating positive stories of tolerance across various social groups, to help instill these values across society.
 His Highness also directed a message to Emirati influencers on social media, stating that ‘credibility and specialisation’ are key to being influential, successful, and effective in serving their community, their nation, and its causes.
The following is the text of the interview with His Highness Sheikh Zayed bin Hamdan bin Zayed Al Nahyan, Chairman of the UAE Media Council:

* Your Highness, taking over the media portfolio in the UAE is certainly a new step in the country’s media journey. What are the key elements of the media strategy that will drive this journey forward?
 First and foremost, I express my deep gratitude and appreciation to our leadership, which has entrusted us with this task and responsibility. We ask God to enable us to meet their expectations, to serve our country, and to make every effort to empower the media sector and enhance its regional and global presence. This will be achieved with the cooperation, partnership, and support of all media entities in the country.
 On this occasion, I would like to congratulate Abu Dhabi Media Network on its launch. I wish all its staff continued progress and success in achieving its objectives to enrich the local media landscape and align with the strategic goals of the UAE’s media sector. 
 The launch of the Abu Dhabi Media Network is an essential step in the growth and development of our country’s media ecosystem. The network has a long and influential history in the journey of the federation, and has contributed, along with other media institutions, to the growth of our country by helping to strengthen its pillars and achieve its goals.
Regarding your question about the key factors of the media strategy in building the future of media in our country, it will certainly emerge from the historical legacy of our nation’s media journey. Without doubt, it’s a rich, profound journey, during which extensive experience and skill have supported our nation’s path to progress. We will build on this foundation to serve the national interests and enhance the position of the national media regionally and internationally.
Furthermore, one of the most important elements of the strategy is our national identity, and the genuine values we have inherited from the founding fathers and their approach to leadership, growth, and development. Our responsibility today is to convey this image to the world; to narrate our identity, the story of our success, our culture, our vision, and our aspirations for the future. Therefore, everyone’s contribution is required to shape the future of UAE media. Developing its tools, enhancing skills, and elevating the sector’s overall efficiency is a fundamental requirement during the next phase. It is the cornerstone that will help us achieve our goals.

* In your opinion, what are the main challenges facing Emirati media, and how can they be overcome? Do you believe that content in the national media reflects the UAE’s global stature?
As I mentioned before, the national media sector is highly-respected and has achieved a great deal throughout its journey. During recent years, there have been significant changes in media around the world, through the introduction of new methods and concepts, especially in the field of artificial intelligence. The challenge now is how to keep up with this significant leap, and keep pace with rapid developments. This challenge is not exclusive to the UAE; I believe most countries face similar challenges.
 Indeed, methods have changed, and the media industry has evolved, but what is now crucial is producing impactful media content; content that reflects our ambitions and achievements, and that mirrors our identity and culture. The content produced by our media institutions is already highly-respected. Our next goal is to continue within this system and build upon it to be more influential, inspiring, and proactive, while at the same time preserving our cultural values.
 Today, through the UAE Media Council, we aim to enhance and develop an integrated media system that serves the state’s interests, fosters coordination and cooperation, and unifies the efforts of media entities in the UAE to collaboratively find solutions to challenges.

* In terms of the economy, the UAE has emerged as a globally influential nation, collaborating with major countries in formulating plans and strategies that impact the global economy as a whole. How do you perceive the role of the media in the UAE in complementing this influence? Do you believe that there’s now a greater need for more specialised media content around the economy than ever before? 
Absolutely, our country is witnessing significant growth, placing it among the top ranks in many economic indicators. Furthermore, the economy is a fundamental pillar of the UAE government’s vision for the upcoming fifty years. Consequently, our media needs to place greater focus on economic or business journalism in terms of analysis, information and data, to reinforce our economic policies and programmes. We need UAE journalists who are specialised in business to keep pace with this growth and vision. I therefore urge all local media institutions to train specialised teams in the relevant skills. We at the UAE Media Council are pleased to offer all the necessary support to our institutions and citizens to realise this objective.

* Your Highness, the world’s attention will be on the UAE as it hosts the COP28 conference in November. What is the key message about the UAE that the national media should convey to the world? And what is your message to our media institutions that are gearing up to cover this event? 
Hosting the COP28 conference in the UAE marks an historic event that crowns the nation’s journey in environmental sustainability, which is an integral part of our cultural values that we communicate to the world. I take the opportunity now to commend the efforts of all entities and sectors in the country, including the media sector, which have worked diligently since the announcement of the UAE as host. I am confident that our national media will play an active role in professionally communicating the country’s success in organising this global event.

* Your Highness, you always emphasise the importance of having highly-skilled Emirati media professionals. How do you support young and creative talents in shaping and producing local media content that reflects our nation’s progress? 
Our media workforce is a true asset to the national media landscape. They play a clear and effective role in all our media outlets, whether traditional or digital. They are a central focus of our new media strategy. Our responsibility is to further their success and develop their skills. We collaborate closely with local governments, media entities, and relevant academic institutions to develop programmes and initiatives that prepare and qualify talent for the upcoming phase, in line with best global media practices.

* How can the media contribute to promoting the spirit of tolerance and peaceful coexistence in societies? How can it influence the dissemination of values among society and reinforce cultural awareness and national identity? 
As you know, the media plays a vital role in promoting coexistence and tolerance among societies. This is achieved by spreading universal human values and guiding people towards positive principles and mutual understanding, which in turn builds bridges of cooperation and coexistence. In the UAE, it is essential to focus on telling positive stories of tolerance from various communities due to their significant impact on instilling these values in the public. It is crucial to strengthen the principles of tolerance, peaceful coexistence, mutual respect, inclusion, understanding, preserving human dignity, and fostering friendship among all humans, whatever their religion, belief, culture, or language.

* Your Highness, how do you view the contributions of Emirati influencers on social media, and what message would you like to convey to them to be successful and influential in the media scene?
Influencers today have become key players in the global media landscape. In the UAE, there are influencers creating positive, high-quality, and impactful content. We believe that analysing the media landscape for influencers has become urgent in order to identify the essential themes that contribute to raising their profile, enhancing their presence, and amplifying their ability to deliver positive messages to the community and the nation. My message to them is that credibility and specialisation are key factors to becoming genuinely influential, successful, and effective in serving their community and country, and its causes.

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