Dubai Media and Emirates have joined forces to bring Emirati stories and locally produced content to millions of international travellers, marking a fresh push to position Dubai as a global hub for media and creativity.
The partnership was unveiled at the Arab Media Summit 2026 and pairs Dubai Media's content and storytelling expertise with Emirates' vast international network and inflight entertainment platform, ice.
Mohamed Almulla, CEO of Dubai Media, said the collaboration reflects an ambition that goes beyond content creation. He noted the goal is to build pathways that let Emirati stories travel and connect with new audiences while representing Dubai authentically.
Boutros Boutros, Emirates' Executive Vice President for Corporate Communications, Marketing and Brand, said the airline's reach and inflight experience give travellers a distinctive way to engage with Dubai's culture. He added that the partnership will weave UAE-rooted stories directly into customers' journeys.
Starting in October, the Dubai+ channel on ice will launch with 10 programmes spanning 35 episodes and more than 20 hours of content. The initial lineup draws from Dubai+ Originals along with productions from Dubai TV and Sama Dubai, including Dara, Wadima w Halema and Dannoun. Fresh titles and episodes will be added every month.
The content will become part of ice's library of up to 6,500 channels across more than 40 languages, giving Dubai-produced programming a significant international travel audience.
Dubai+ launched in January 2026 as Dubai Media's integrated digital platform, offering family-friendly original productions, exclusive films and series, live television, sports and major events. The platform is central to Dubai Media's broader strategy of expanding the global reach of Emirati and Arab content.
News Source: Emirates News Agency
