On November 18, 2007, Tecom, a subsidiary of Dubai Holding shut down the Pakistani-owned private TV channels, Geo TV and ARY TV. On October 23, 2008, DJ Revin John, who hosted the morning show on Virgin Radio, was fired for having a fake conversation with god. In another instance, MTV Arabia was heavily criticized by the religious Saudi community for airing a documentary described as “rebellious” (Habib, 2010). Put the reasons for these actions aside and ask yourself, why did Geo TV, ARY TV, Virgin Radio and MTV Arabia decide to broadcast from the Gulf Cooperation Council (GCC) in the first place? The GCC is an agreement made between the six Arab states with the aim of promoting political power and boosting relationship agreements.
The United Arab Emirates, has become an extremely multi cultural country that boasts a variety of nationalities, cultures, traditions and religions. The UAE has rapidly transformed from desert to a bustling multicultural modern country. Dubai, the country’s largest city, has become famous worldwide. Aside from being a popular tourist destination, Dubai is also the leading business hub in the region with world-class facilities and numerous opportunities. Geographically, the UAE is located between the Far East and Europe, which makes it a suitable base for many international companies. In recent years, other GCC countries have shown signs of following in the footsteps of UAE. Dubai has developed quickly and is still expanding. This immense development has brought tremendous income and wealth to the region. Although, the region was already enjoying great wealth from its supply of oil and natural gas, its focus on development has caused it thrive more. Depending on oil and natural gas as a resource forever was not an option, so the leaders decided to develop a tourism industry in Dubai. Enormous projects started to come forward in UAE. A variety of first class hotels were built alongside the golden sandy beaches. Similarly, elegant and enormous shopping malls that boast a diversity of multinational first class fashions were set up. As a result, the tourists and wealth flooded in rapidly. Due to the massive construction projects, a tremendous amount of labor was required. Companies and factories from all over the world began investing in the country and moving to Dubai. Many business sectors grew, and as a result, the country’s population changed from a small national group to a large and growing multicultural one. Much like New York, the UAE became the second melting pot metaphor.
With this the variety of nationalities and cultural backgrounds of its residents, the government knew that certain laws had to be changed or adjusted. Foreigners can not call Dubai home if they find it difficult to live comfortably in, and the best way to help with this is through media. With its media, the country was able to illustrate that it was not as conservative as many believed it to be. The first article laws that were relaxed were media laws; the government was more lenient in allowing media freedom in what to broadcast. So it was evident that UAE’s government was sometimes forced to turn a blind eye on some minor issues in order to continue opening doors for foreign investment and attracting tourists.
Many foreign media companies saw great opportunity in expanding their business in the Middle East. The UAE is currently a tax free state with a strong economic outlook. In addition, the country offers free zones with benefits ranging from exemption of import duties and the opportunity to set up wholly-owned ventures. As per UAE’s trading law, aimed at preserving the Emirati’s nationality powers, a business needs the 51% ownership to be local. Dubai officially inaugurated Dubai Media City (DMC) and Dubai Idea Oasis (DIO), investing more than a billion Dirhams (USD 274,700,000), creating similar opportunities for media companies. The organizations willing to be included in these projects are exempted from UAE media laws, which normally prohibit broadcasting programs that include sexual content and politics. Some media companies that have moved to the UAE are CNN, Reuters, Microsoft, Oracle and Zen TV (who are known to broadcast “taboo” subjects). This has created an emerging local market for media projects as well and the potential to create Emirati programming in both English and Arabic is great. A few projects such as Freej have met with tremendous success. Freej, meaning neighborhood, is a well-known 3D animation cartoon series that tells the tales of old Emirati women living in the Dubai the way we know it today. Though not known nationally, a similar reality show called Hydra Executives, which is very similar to The Apprentice except that it is not famous worldwide and is viewed by the public as a publicity act in favor of Hydra Real estate. Producer Ali Mustafa surprised the UAE with its very first Emirati bilingual film City Of Life, the story revolves around three parallel lives: The lives of a fortunate son of a rich UAE businessman alongside his less unfortunate street friend, a disillusioned Indian taxi driver who resembles a famous Bollywood actor and a Romanian flight attendant looking for love. Their lives all collide at some point in the movie creating an interesting plot. However, this movie plot is not something a movie buff has never seen, probably because its ideas have been borrowed from the Hollywood-produced Crash.
We’ve seen the UAE’s take in a reality show and a movie, but how would one rate its own English-spoken news channel? Dubai One, previously called Channel 33, launched in the last month of 2004 and offers news around the UAE in English. The targeted audiences are the expats who call the UAE home and even affected the local nationals by westernizing them. They also appeal to the Indian community by showing a Bollywood movie once every month.
Resist The Power! Is a documentary that depicts a woman in her twenties trying to sell colored abayas (Habib, 2010). As well know, the traditional color is black, however, it is not an Islamic rule to forbid different colors of the abaya. Afghanistan is also a very religious nation that requires for women to be fully covered by law, however, the traditional color worn there is blue rather than black. The problem may be that the majority of the community got used to women dressing in black and not everyone is open to change.
Many companies have significant reasons for moving to the UAE but Pakistani broadcasters, Geo TV and ARY TV, moved to Dubai to escape the changing laws and regulations placed upon them by the Pakistani government. MTV Arabia, who has a fan base of 32 million people, aired the documentary Resist the Power!, which featured different people breaking Saudi Arabia’s law as to resemble western habits and traditions. Take for instance Aziz, a young man who “dreams of meeting a woman with whom he started flirting with online” (Habib, 2010). However, Saudi Arabia prohibits men and women to meet in public or private if they are not blood related or married. Some may argue that this law exists solely in the kingdom, however, it also exists in almost all the GCC countries. What differs is that other governments choose not to implement this law strictly.
Part of MTV’s aim is to encourage music fans to seek music as a career. Resist The Power! also featured a band trying to find a venue that would allow them to play music regarded as “Satanist” (Habib, 2010). In the west, this idea of a band not able to find a venue in which to play would have been interesting, because in regards to the west, no laws exist to prohibit or support Satanism. However, in countries like the UAE, it receives nothing but negative remarks and harsh criticism.
We could all agree on how women all around the world have been taking on jobs that were once dominated by males. In the Saudi Arabia, women are legally banned from driving any vehicle yet. MTV Arabia aired another episode which featured a Saudi girl driving through the streets disguised in male clothing.
It would seem like a huge risk for MTV to air this documentary because it could result in shutting down the station. When MTV first started broadcasting in the UAE in October 2007, it had the help of AMG (Arabian Media Group), which is the biggest media group in the UAE. With other international ventures, the company expected success, despite the UAE having more than 50 music television channels already available to TV viewers. Part of this success was expected because MTV wasn’t positioning itself as a music channel, instead, MTV’s managing director, Singh, claimed the network is a place for young peoples’ self expression. Having done his research, Singh claims that the other music channels weren’t reflecting what young people are thinking, feeling and experiencing. The documentary was actually airing what these young people were feeling and doing rather than encouraging those rebellious ideas and actions. People generally do not understand what MTV is all about, instead of realizing that it is a place for the underground music industry (music not getting radio-attention) to be heard, they tend to think it’s a channel where the young imitate what they see.
During Ramadan, MTV Arabia continues to air international shows, whereas music videos are postponed until the end of the fasting period. This move also received criticism from viewers claiming that their freedom of choice was being invaded. However, these critics fail to realize that MTV is taking part in a business technique called adaption. MTV has many bases around the globe: MTV Europe, MTV Arabia, MTV India etc. What MTV Europe airs may not be suitable for a Middle Eastern audience; similarly what MTV Arabia airs may be unappealing to some other parts of the world. A certain dating show that is aired by MTV Europe would definitely not be welcomed by the Arab community for religious and cultural reasons. And for these reasons, MTV Arabia also airs Arabic versions of American Idol and many popular shows. Viewers must keep in mind that although Dubai is considered to be an open community, it still has its boundaries. The government has illustrated this clearly by firing DJ Revin John, as mentioned earlier. Revin John, who hosted the morning show on Virgin Radio, made ‘offensive’ comments as he pretended to have a conversion with God. It is important to have such a case in point, otherwise, neighboring countries would criticize the UAE as a whole.
Part of MTV Arabia’s adaption includes broadcasting a higher number of Arabic music and shows. Not only does this make the channel more engaging to Arab viewers, but it also makes viewers feel important as they watch and listen to artists from their own culture rather than only the western ones.
There is no doubt that the effect of globalization has taken place in the Middle East. With television media playing an incredible role in the evolution of GCC countries, their traditions are starting to be quite similar to that of the west’s. Nevertheless, it is vital to take in to consideration that although the governments were being lenient with some laws it was made clear that there were obvious boundaries that are not to be crossed. This would be the boundary between what is slightly frowned upon and what is absolutely not acceptable in Islam. Using the various television channels, the UAE was able to portray just how liberal it is while keeping its conservative values, and therefore attract many foreigners.
Sources
Tecom Investments (2006) In the online Tecom Investments website. Retrieved from http://www.tecom.ae/
Expanding Your Business (n.d.). In the online Definitely Dubai Website (the official tourism website). Retrieved from http://www.definitelydubai.com/here-business/expanding-your-business-0
GEO TV mulls moving out of Dubai (n.d.). In the online Express India website. Retrieved from http://www.expressindia.com/latest-news/GEO-TV-mulls-moving-out-of-Dubai/240600/
United Arab Emirates (n.d.). In the online Press Reference Website. Retrieved from http://www.pressreference.com/Sw-Ur/United-Arab-Emirates.html
Qatar Tribune (n.d.) Retrieved from
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