Over the past three years, the Ruler of Sharjah, Sheikh Dr. Sultan bin Muhammad Al Qasimi, has become a familiar voice on the popular radio program "Direct Line," logging 53 on-air appearances between 2023 and 2025. By personally tuning in to the broadcast—even while traveling abroad—the Ruler has established a unique, hands-on channel for addressing the daily struggles and suggestions of Sharjah’s residents. This commitment, spanning 16 interventions in 2023, 21 in 2024, and 16 in 2025, underscores his dedication to maintaining an open dialogue with the public.

Since its launch in 2006, the programme has served as a vital bridge between the government and the people, often resulting in swift, direct intervention for those in need. From providing financial support for critical medical and educational expenses to resolving housing crises, the Ruler’s involvement ensures that individual concerns are treated with urgency rather than bureaucratic delay. By empowering citizens and expatriates to voice their needs directly to decision-makers, the show remains a cornerstone of the emirate's governance, ensuring that the personal welfare of the community stays at the forefront of public policy.