Soon after DMI was established, and with a renewed concentration on television, the organization began relaunching the TV channels as part of a new strategy to target wider audiences, to compete on a pan-Arab level like MBC Group and to complement the ongoing developments of Dubai as a global tourism and investment hub.

The programming caters to family Arab audiences around the MENA region and is also available in Australia, Europe, North America and the rest of Asia.

The channel has cosmopolitan shows along with conservative religious programming as well as international formats to cater to the various types of people in the Arab world.

Official Site: مؤسسة دبي للإعلام Sama Dubai was launched on 20 June 2005 to cater to the Emirati and Gulf audience, with a deep concentration on traditions and culture, specifically targeting the youth of the region.

The popularity of the channel is attributed to its view on Gulf culture, while maintaining authenticity in the old traditions, there is always a foreword thinking view through the empowerment of women and the modernization of old culture, specifically with the highly successful reality series Al Meydan, which took the traditional yowlah dancing (which was not widely known at the time) and created competition similar to the format American Idol whereby viewers can vote on the best dancers.

Through a number of Western cartoons, series, soap operas and films, as well as weekly Hindi cinema along with a nightly local news broadcast.

The channel did not include any of the previous content like soap operas, Bollywood cinema or local news.

Since the channel was launched, many of the labouring class expatriates living in Dubai were disappointed with removal of some of their most popular shows including The Bold and the Beautiful and American Idol and the local news broadcast in English (which was, at the time, the only one of its kind in the UAE).

Dubai One soon began launching more locally produced programs like Out & About, Studio One, World of Sports, Understanding Islam and Emirates 24/7 which was co-branded with the online news website.

In 2008, AMG launched Noor Dubai TV on the first day of Ramadan that year, solidifying its Islamic views.

[10] While the radio station was only available in Dubai, the TV channel was a pan-Arab satellite broadcast, so its popularity grew far beyond the intended audience with a significant following of conservative Muslims living around the Middle East due to the heavy Islamic content, which was based on the radio station format.

It was later expanded to include international sports by acquiring Middle East broadcast rights for events like the Olympic Games and Wimbledon Championships.

The popularity of the channel grew as it increased coverage of the UAE Football League, with live broadcast of matches and complementary shows like Dawrina and the popular Al Jamahir, which interviewed fans of teams during and after matches with all of their emotional outbursts when their teams lost.

Dubai FM is a youth-oriented channel with talk shows and music aimed at the more liberal Emirati youth market.

While the popularity of Emarat Al Youm grew amongst the younger readers, Emirates Today proved unpopular amongst the expatriate population compared to the already established English-language newspapers and was ultimately shut down.

The newspaper had been sued by the owners of the Warsan Stables (the Abu Dhabi Royal Family) for publishing a story in 2006 claiming their horses had been drugged with steroids.