Abu Dhabi Media has unveiled a new strategy designed to modernise its content and take the emirate's official government media organisation into the next 50 years.
The strategy, launched on Sunday, will come into affect from Wednesday - when more details about new programming will be released.
The "audience-centric" plan was based on extensive research carried out in the GCC and across the Middle East, a statement from Abu Dhabi Media, a subsidiary of Abu Dhabi Developmental Holding Company, said.
The strategy was billed as one of the most robust modernisation and development projects undertaken by the company since its inception in 1969.
“Abu Dhabi Media Company’s first assets were established through the vision of our founding father, Sheikh Zayed, who believed in the importance of the media and regarded it as one of the pillars of development and
community engagement," said Dr Sultan Al Jaber, Minister of State and chairman of Abu Dhabi Media's board of directors.
"In anticipation of the future, today, we are marking a new beginning in media sector in the UAE and the region through the new strategy that includes a set of innovative programmes across all platforms. This strategy aims to reflect the aspirations of the public and enhance the position of Abu Dhabi Media as a pioneer in content production."
The comprehensive strategy includes plans to improve working conditions for staff and increase training and development. It was overseen by Abu Dhabi Developmental Holding Company and Abu Dhabi Media Board members.
At the heart of the new vision are three main pillars: content that focuses on audience data and research; programs that provide knowledge, entertainment and culture; and modern and user friendly digital platforms.
Abu Dhabi Media is expected to announce details of its new programmes, series and platforms — all of which were adopted based on research conducted in the UAE and abroad — on Wednesday.
