It airs a mix of locally produced and international syndicated content that caters English language and non-Arab viewers in the MENA region.

One TV launched at 9am on 24 December 2004, bearing a new name with brand new programming targeting the expat community and westernized Arabs.

The new channel did not broadcast news and aired five feature films every day; all of them newer releases.

The channel broadcasts also a variety of in-house productions including Emirates News, Dubai One Minute and The London Show.

Previous productions include Emirates 24/7, World of Sports, Studio One, That's Entertainment and Understanding Islam.