31 May 2015
First media organization to launch interactive Mobile Surveys in the MENA region

Dubai - Reinforcing its leading position in all aspects of its operations,Dubai Media Incorporated, Dubai's government media agency, has recently conducted a mobile survey across the UAE and KSA, to become the first media company in the MENA region to use the latest technology in monitoring TV audience behaviors and viewership trends.

Mariam AlAfridi, Director of Marketing and Corporate Communications, Dubai Media Incorporated, said: "Committed to Dubai's vision to transform Dubai into a 'Smart City', we, at Dubai Media incorporated, are determined to identify and implement new and 'smarter' ways to learn about the target demographics, which will allow us to understand our audience TV consumption behaviours in order for us to offer them better content. We are always keen on monitoring the opinions of our audience as well as their desires and expectations, so that we can adapt to their needs."

DMI launched the mobile surveytargetingTV viewers in two primary markets which are the United Arab Emirates and Saudi Arabia, due to their high smartphone penetration rates at 80% and 200% mobile phone penetration, and high TV viewer ratings. In addition, this technology is the most interactive among other technologies, as it allows survey participants to take pictures of the programs or channels they are watching at the time of taking the survey, which highlights the credibility of this method.

The survey was launched on a big scale, allowing DMI to attain highly precise and quicker results. Survey participantsare to reveal valuable insights into real time TV consumption - namely, what they are watching and why they are watching certain programs or channels.

By investing in this technology, DMI is the first media organisation in the Middle East and North Africa to use the latest opinion survey mechanisms, and is paving the way for other companies to carry out similar means of collecting information. The technology is easy to use, able to access a large number of people and can deliver results in live time. It provides accurate data and gives instant feedback, anytime and anywhere, and enables DMI to better adapt to the market and its needs.

Al Afridi concluded:  "Mobiles phonesallow participants to respond to questions from the comfort of their homes at their convenience. The quick turnaround, accuracy and transparency this method provides is key to us. It will enable us to respond to the new trends and audience viewership habits more effectively and quickly."

-Ends-

About DMI
Dubai Media Incorporated is the media organization of the government of Dubai and is considered the largest integrated media group in the United Arab Emirates. The institution has achieved many successes on the level of media in the Arab world across multiple media channels (television, radio, publishing, digital publishing, printing and distribution), and extended to a large segment of the global audience through its various programs informative materials.
 
DMI's clear vision seeks to reach the Arab media in a significant manner encompassing creative and meaningful content. The media center holds a strong foundation which solidifies the traditions and culture that transcends through the hard work of their media professionals. DMI consists of an integrated generation of Emirati media professionals that keep abreast developments, creative projects and have pioneered some of the greatest achievements that the UAE witnessed, most prominently in Dubai. This in turn, has contributed to the formulation of a new concept of contemporary media in the region.

© Press Release 2015