When Dubai One decided to cease local programme production last year, some of the channel’s presenters and producers saw it as an opportunity to shift to a trendier online platform.
The end result is the YouTube channel dubai ON demand (dONd).
Helmed by former Dubai One executive producer Reim El Houni, who now runs production company Ti22 Films, the new English-language lifestyle channel boasts familiar TV faces such as Aishwarya Ajit Gordon, Layne Redman and Tom Urqhart.
All host their own niche segments on the sights and sounds of the emirate. Currently in its soft-launch phase, the channel has already uploaded more than 80 videos and attracted 1,675 subscribers. dONd will officially launch on January 3.
Transitioning online
“In this region, more and more people are watching content on their phones,” says El Houni.
“They want to have fun videos that are accessible to them on the go and there isn’t really much available to them that comes out of Dubai at the moment. So until now, if you were living in Dubai or want to come here on a holiday, and want to know what the trends are or events happening, you didn’t have much to consume.”
In the Middle East, the second- largest consumer of online content, English-language programming still remains an untapped sector.
El Houni says there isn’t much English-language content coming out of the Middle East, and their plan is to fill that gap. “The market is mostly saturated with Arabic and comedy-driven content, and a lot of it comes from Saudi.”
Though each video will only be two to three minutes long, there is no skimping on the production values. “Online viewer retention is really low. It’s only 1.40 seconds, so it’s in no ones interest to create anything longer than [a few minutes],” says El Houni.
The presenters
More than nine TV presenters, artists and socialites in Dubai have volunteered their services, while the channel works with investors and sponsors to upscale production.
The channel will kick-off its regular weekly segments with Gordon's Beauty Basics on January 3, after which a new show will debut each month.
British TV presenter, Redman, who used to host Dubai One's Out and About, will front an adrenalin-fuelled show exploring the adventurous side of the emirate.
“Dubai isn’t just a place where people come to relax on the beach,” he says. “My show is about showing viewers the fast and furious side of Dubai.”
Urqhart will be unearthing the best eats in town, while food author Dalia Dogmoch will be dishing out culinary advice on the channel. Egyptian-Canadian presenter Dina Butti will be the face of an upcoming celebrity show, and fashion designer Tamara Al Gabbani will discuss all things fashion.
Viewer participation
Shows are designed to factor in audience suggestions, with presenters selecting spots to review based on feedback.
“We get them involved and ask for input on some shows,” says El Houni. “For example, Tom has a food review show where he asks people about the best places in town and we then narrow it down to try. We also invite viewers to join us on various shoots, when possible.”
Go viral with dONd
Dubai ON demand is on the look out for new presenters tomorrow.
Earlier this week, producers launched a call to attract young talent, who had to send in a 60-second “elevator pitch” video showcasing their personality. Shortlisted participants will go head-to-head in the presenter challenge at JBR The Beach tomorrow. Channel presenters will mentor the participants during the competition and the winner will get to record a pilot episode with the production company. TV presenter Aishwarya Ajit Gordon gives novice presenters three of her top tips to stand out:
• Don’t fight the nerves. They are good to give you that big rush before you go on camera.
• Let your personality shine. There is no right or wrong way of presenting.
• Find your style, be it goofy and fun or journalistic.
• The presenter hunt will take place at The Beach JBR from 3pm on Friday. The event is open to the public. For more information, email dondlaunch@ti22films.com
•For details go to www.facebook.com/DubaiOnDemand/
aahmed@thenational.ae
