Government establishments have launched new efforts to lure the young generation into broadcast media, which is one of the fastest-growing industries in the region.

As part of that initiative, the Dubai Media Incorporated (DMI) organised lectures for a group of students from the UAE University over a two-day visit.

The students' tour came as part of the DMI's efforts to position the broadcast media as a suitable career choice while aiming to create a significant talent pool of fresh graduates as part of its strategy and commitment to create a new Emirati media generation able to project the image of Dubai and the UAE.

The aspiring media students, while touring the DMI studios, gained first-hand experience on the production process of programmes.

The creative skills needed for presenters and other components of the industry were also highlighted to the students through a series of presentations.

Each presentation was followed by an interactive session that saw DMI officials responding to queries on diverse areas such as the process of measuring viewers ratings, the hiring criteria and programme scheduling.

Mona Al Nueimi, strategic relations manager at DMI, gave a lecture that included a brief on the background and history of Dubai One, the English language channel of DMI, the evolution of the channel since its launch, the channel's objective, mission, vision, and its format, in addition to the current bouquet of programme offerings.

She also shared with the students the research methodology that the DMI utilises and the findings that help guide the company to achieve its vision.

Abdullatif Al Gergawi, General Manager of Dubai TV, shared his rich experience at the DMI and the secret behind his success in mass communications.

Al Gergawi said Dubai TV is committed to building the capacity of national talent through training and development programmes.

Adel Khozzam, assistant manager of Sama Dubai, highlighted during the third lecture the offerings of the Arabic Emirati channel that reflect the originality of the UAE and its people focusing on its culture, identity and heritage, including entertainment, news and sports programming for a diverse national audience.