Responding to a growing desire from passengers to see more local storytelling, Emirates has officially launched "Dubai+," a dedicated channel on its award-winning "ice" entertainment system. This new initiative, developed in collaboration with Dubai Media, brings a curated selection of Emirati television programs and original productions directly to the screens of global travelers. By prioritizing content that reflects the UAE’s unique identity and creative talent, the airline aims to offer international passengers an immersive window into local culture, ensuring they feel a deeper connection to Dubai even before they land.

The partnership marks a significant milestone for Dubai Media, as it provides a massive international stage for local creators to share their stories with a global audience. The initial launch features a diverse mix of genres across 10 different programs, with plans to refresh the library monthly based on viewer feedback and editorial selection. Executives from both organizations emphasize that this move is about more than just entertainment; it is a strategic effort to promote the UAE as a flourishing hub for media and creativity, allowing visitors to engage with the nation's evolving cultural landscape through high-quality, authentic content.