NMC launches Youth Media Council

The National Media Council, NMC, has announced the formation of the ‘Youth Media Council’, aimed at boosting participation of young media professionals in the mainstream media of the country.

"The launch of the Youth Media Council is a testament to the firm belief in youth’s capabilities by boosting their participation in this dynamic field, and providing them with a platform to present innovative ideas that will enrich the UAE media sector," said Shamma bint Suhail Al Mazrui, Minister of State for Youth Affairs.

The decision was taken during a youth-engagement circle held today at the Ritz-Carlton Hotel in Abu Dhabi. The new council is based on the findings of a first-of-its-kind survey study which was conducted nation-wide in collaboration with the United Arab Emirates University’s Centre for Public Policy and Leadership, entitled: ‘Sources of Youth for Obtaining Information and News’. The study aimed at gaining insights into the reality of the local media sector and ways of enhancing it in line with international trends and developments.

The youth-engagement circle was attended by Shamma bint Sohail Al Mazruei, Mansour Ibrahim Al Mansouri, Director-General of the National Media Council, Professor Mohamed Albaili, Vice Chancellor of the UAEU, as well as a group of teachers and students from media faculties around the country.

The Youth Media Council is made up of 12 members aged 18 to 30, who serve two-year renewable terms. Membership is equally split among young men and women, and consists of both Emiratis and expats, in addition to a general coordinator from the NMC.

Shamma bint Suhail Al Mazrui reaffirmed the great impact of media in influencing youth’s perspectives on various issues around the world, while urging youth to incur positive change to serve and further enhance their communities.

She said, "It is essential that we identify and benefit from innovative media engagement mechanisms to communicate with the youth segment in light of the rapidly evolving media landscape, particularly, the great role that social media plays in terms of shaping youth’s interests."

Al Mazrui commended the study that the NMC developed, highlighting that its key findings paves the way for effective media engagement with youth.

"The youth are a key priority for the UAE’s leadership, which views them as the most valuable future resource and the key foundation of sustainable development," added Mansour Al Mansouri "It is essential for us to empower and effectively engage them in the development of the media sector. We should benefit from their creative energy and experiences, all the while encouraging and honing their skills and talents."

"The media sector has witnessed sweeping changes that have notably strengthened digital and social media, establishing them as the preferred source of information and news for young people," the NMC Director-General explained. "This was confirmed by the survey we conducted. These results prompted us to form the Youth Media Council as an advisory body to guide us in developing modern and flexible media messaging and policies that are attuned to the needs of the youth segment. Moreover, the study aimed at developing the role of national media to achieve the objectives of the UAE’s government to protect society from distorted and misguided ideas that have a negative impact on youth, while providing them with accurate information to enable them to form a clear and comprehensive outlook."

The study produced data regarding the youths' behaviours and attitudes, as well as the nature of their interaction with media channels. Covering both traditional and new media, the survey provides valuable insight into young people’s media consumption preferences and interests. The results helped shed light on their opinions of national media outlets, particularly in light of the vast discrepancies between today’s generation and their predecessors when it comes to processing information.

Source: WAM