His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, inaugurated Noor Dubai TV – a new television channel with a worldwide reach.
The channel, owned by the region's largest organisation for premium media brands – Arab Media Group (AMG) – will be beamed globally through Arabsat and Nilesat from the first day of the Holy Month of Ramadan.
Sheikh Mohammed toured the studios of the new TV channel in Dubai's Al Quoz district and expressed his pleasure about the birth of a new quality channel, which will join other current TV channels. He urged the channel's staff to be creative and keep abreast of local achievements in order to project them on the world stage.
Sheikh Mohammed was accompanied by Mohammed bin Abdullah Al Gargawi, Minister for Cabinet Affairs, Khalifa Saeed Suleiman, Director-General of the Protocol and Guest House Department, Ahmad Al Shaikh, Head of Media Advisory to the Ruler's Office and other senior officials.
He was briefed about the objectives and programmes channel by senior personnel led by AMG Chief Executive Officer, Abdullatif Al Sayegh.
"The visit by Sheikh Mohammed conveyed three essential messages for us and our team," said Al Sayegh.
"Firstly, by coming to an industrial area such as Al Quoz he showed that he will go anywhere to encourage anyone trying to achieve anything for the emirate. Secondly, by listening to the youth in the establishment, he encouraged their efforts and boosted their confidence. Thirdly, and most importantly, he entrusted us all with the extra responsibility to deliver our very best and set new standards in the world of broadcasting," Al Sayegh said.
Describing the uniqueness of the channel, he expressed confidence in the capability of every team member enabling the channel to air live shows from the first day of its beaming. "Yes, we do not have any trial period, as we go live from day one of our telecast," he said.
The channel will have 80 per cent of the locally produced content themed around social responsibility, the human side of life and such other issues.
As a logical progression of the popular Noor radio station, the channel aims to embody the social and cultural values of the UAE, uniting all nationalities in positive and constructive discussions on current social, environmental, religious and humanitarian themes. Al Sayegh said: "Noor Dubai brings with it a different take on community programming," he said.
Earlier, emphasising the local content generation of the channel, Arabian Television Network General Manager, Maryam Al Falasi, said: "The channel is a slice of UAE life as it is led in harmony with our values that bring light – or noor – to life, allowing us to be progressive while remaining rooted in tradition, family and togetherness. We have launched Noor Dubai for the betterment of UAE society, as AMG continues to grow at an exponential rate each year."
Nahla Al Fahad, Head of Radio Television Projects, shared said: "Noor Dubai has always been a popular radio station that speaks to the residents of the UAE, both nationals and non-nationals, and reflects their thoughts and concerns. We wanted to expand the base of the Noor phenomenon by bringing it to television, to give the special Noor 'feel' a face and a visual identity."
Programming will range from talk shows and documentaries to shows such as Marmas Al-Noor, which will run from Sunday to Thursday from 10pm to 11pm and will discuss issues related to the UAE community. The aim is to bring the viewers closer to solutions.
Leish! Maa Um Khalid will be hosted by Um Khalid, a senior Emirati woman, and her young co-host, Mona Khalil. Weekdays from 9pm to 10pm, the two women will offer fresh and often divergent advise to callers who seek their wisdom on matters relating to child-rearing, marriage and education.
Every Saturday from 9pm, a programme will showcase the highlights of the week. The 'old' and the 'new' facets of Dubai weigh in on real-life issues, highlighting the continuity and change between generations in this society.
Noor Dubai will be available on Arabsat Badr 4, Frequency 12169 Mhz.
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