Dubai Media Incorporated has signed an international distribution agreement that will give its television channels access to approximately 450,000 hotel rooms across a network of 12,000 hotels worldwide.
Signed during MIPCOM 2026 in Cannes, France, the Dubai Media agreement is with an international distributor specialising in television channel distribution through hotel networks. The distributor was not named in the announcement.
The deal will expand the broadcaster’s international distribution, bringing Emirati content to travellers and hotel guests beyond its traditional markets. It also forms part of the organisation’s efforts to diversify the platforms through which audiences access its channels.
Mohamed Al Mulla, CEO of Dubai Media Incorporated, said international distribution partnerships support the broadcaster’s plans to reach new audiences and share Dubai’s media and cultural identity.
“At Dubai Media Incorporated, we continue to work on developing a media model that is more capable of reaching audiences around the world, and taking advantage of the opportunities offered by modern technologies to enhance the efficiency of our operations and improve the quality of our content,” he said.
“International distribution partnerships represent an important step in expanding the presence of our channels and conveying Dubai’s message and its media and cultural identity to new segments of the global audience.”
Alongside the distribution agreement, Dubai Media’s delegation met global technology companies at MIPCOM to assess artificial intelligence tools for media production and distribution.
The technologies reviewed covered idea and content development, visual production, editing and post-production, machine translation and dubbing, media asset management, and adapting content for television and digital platforms.
The discussions explored how these tools could improve production efficiency and support creative teams while preserving content quality and editorial identity.
Al Mulla said: “Artificial intelligence has become one of the main drivers of transformation in the media industry, and we look forward to leveraging its potential in developing production processes, enhancing innovation, and raising operational efficiency, in line with Dubai’s drive to lead in adopting future technologies.”
Salem Baluyouha, Executive Director of the Media Content Sector at Dubai Media Incorporated, said the organisation’s participation focused on securing distribution opportunities and assessing technologies that could support its content operations.
“The agreement, which allows our channels to reach approximately 450,000 hotel rooms within 12,000 hotels worldwide, is an important step in expanding our international presence and enhancing the access of Emirati content to a new audience outside our traditional markets,” he said.
The organisation’s next phase will involve studying solutions that could improve production workflows and help teams adopt new technologies, while retaining human oversight of creativity and editorial decisions.
“Our goal is to build a more advanced and flexible media production system, capable of keeping pace with the future of the industry and meeting the aspirations of the public,” Baluyouha said.