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UAE plans big boost for Emirati talent, take steps to protect national identity and target harmful content

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The UAE is making big moves to improve its media sector, and it’s putting Emirati talent at the heart of it.
The Federal National Council (FNC) has put forward a set of important recommendations to improve the UAE’s media landscape and better reflect the country’s culture, values, and identity.

During a recent meeting in Abu Dhabi, the FNC discussed ways to enhance the national media’s role in promoting Emirati identity and ensuring high-quality content. The session was attended by key officials, including Minister Abdulrahman Al Owais and Abdulla Al Hamed, Chairman of the National Media Office and the UAE Media Council.

Key Goals: More Emiratis in Media and Stronger Oversight

One of the main focuses was increasing Emirati representation in leadership roles across media organisations, both public and private. The FNC also recommended using experienced Emirati media professionals as mentors and trainers.

Other suggestions included working closely with universities to prepare students for modern media jobs, and updating academic programmes to match the real-world needs of the media industry.

The FNC also called for clearer roles and responsibilities between media outlets, and for stronger leadership from the National Media Office to guide and unify media efforts across the country.

Cultural Accuracy in Media Matters

FNC member Naema Al Sharhan raised concerns about the incorrect use of Emirati symbols, language, and clothing in media. She urged for more respect and accuracy in how the UAE’s culture is portrayed.

In response, Al Hamed confirmed that actions were taken against past violations. A new policy now requires that anyone speaking in the Emirati dialect about national projects must be an Emirati and wear traditional dress.

Fighting Harmful Content and Supporting Good Media

The UAE Media Council revealed it had blocked over 9,000 pieces of harmful media content in 2024 and conducted more than 6,600 inspections to ensure compliance with regulations. It also approved 149 TV shows, films, and plays that align with national values.

To involve the public, a new national platform is being developed where residents can report media violations. The aim is to protect the community from misleading or inappropriate content and promote responsible media.

More Emiratis in Media Jobs

One of the FNC’s main goals is to see more Emiratis in leadership positions across TV, radio, newspapers, and digital platforms. They also want to prepare the next generation of local media professionals by providing training, mentorship, and real-world experience.

Experienced UAE media figures will be brought in as trainers and advisors to guide newcomers and help shape the country’s media future.

The government is actively encouraging young Emiratis to join the media sector. At least 60 nationals have recently graduated through special training programmes, and a committee of 50 experts is helping build a stronger media system for the future.

Efforts are also being made to improve public awareness, especially among the youth, about how the media works and how to use it responsibly.

(Source: Wam)

With over 35 years of experience in journalism, copywriting, and PR, Michael Gomes is a seasoned media professional deeply rooted in the UAE’s print and digital landscape.

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Al Freej Fridge returns: 2 million cold drinks to distributed to Dubai’s outdoor workers this summer

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The “Al Freej Fridge” campaign is back for its second edition, aiming to distribute 2 million bottles of water, juice, and frozen treats to outdoor workers across Dubai throughout the summer.

Launched by Ferjan Dubai and supported by Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), along with Suqia UAE and the UAE Food Bank, the campaign will run until August 23. It targets workers most exposed to the summer heat, cleaners, construction workers, delivery riders, and landscapers, across multiple Dubai neighbourhoods.

The initiative, which embodies the values of compassion, gratitude, and community unity, helps mitigate the health risks associated with extreme heat, such as dehydration and heat exhaustion.

How It Works:

  • Refrigerated trucks deliver cold drinks to outdoor work sites
  • Fixed fridges are placed in worker accommodations
  • Volunteers, including residents using personal vehicles, join the distribution
  • UAE Food Bank provides warehouses, cold storage, and logistics support
  • Suqia UAE supplies large quantities of bottled water

Ibrahim Al Balooshi, Director of Sustainability at MBRGI, said the campaign reflects the foundation’s mission to place people at the heart of humanitarian efforts.

Alia Al Shamlan, Director of Ferjan Dubai, described it as “a message of gratitude” from communities to workers who help build and maintain the city.

Following its success last year, when 1 million cold beverages were distributed, this year’s campaign aims to double its impact and reach, drawing more volunteers and reinforcing the UAE’s deeply rooted culture of giving.

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Ajman announces reduced working hours for private sector

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The Ajman Government has introduced a new flexible work schedule for public sector employees during the summer months, from July 1 to August 22, under the ‘Our Summer is Balanced’ initiative.

The move was announced during a meeting of the Ajman Executive Council, chaired by Crown Prince Sheikh Ammar bin Humaid Al Nuaimi. The initiative supports the UAE’s Year of Community, aiming to promote work-life balance and employee wellbeing during the peak heat period.

What’s Changing:

  • 100 per cent remote work on Fridays
  • Shorter workdays Monday to Thursday: 7:30am – 2:30pm (7 hours instead of 8)
  • Flexible internal arrangements to ensure vital public services continue smoothly

Sheikh Ammar said the decision reflects Ajman’s commitment to building a flexible, productive, and people-focused government, guided by the vision of Sheikh Humaid bin Rashid Al Nuaimi, Ruler of Ajman.

The summer work model will serve as a pilot programme, with future expansions considered based on its impact.

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How to stay safe this summer: Abu Dhabi Police issue public safety tips

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Abu Dhabi Police, in partnership with the Abu Dhabi Civil Defence Authority, has launched the sixth edition of the Safe Summer Campaign, running until August 31.

The campaign aims to raise public awareness around essential summer safety precautions, with a focus on fire prevention, road safety, and accident reduction during the hotter months.

Using digital platforms, print media, videos, and community majlis, the campaign will deliver targeted messages to residents across the emirate.

Key safety messages include:

  • Home safety tips for families
  • Parental guidance on supervising children in swimming areas
  • Vehicle safety checks, especially tyre inspections
  • Fire and accident prevention protocols

Authorities urge residents to take extra precautions during the summer and follow safety guidelines to protect their families and communities.

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