Many companies in the Middle East spend up to half of their annual advertising budgets during the Muslim holy month and for some, such as soft drink manufacturer Aujan Industries, the spend level can reach 90% for its Vimto brand.
Competition between the big networks -- MBC, LBC, Saudi TV and DMI -- for their share of the increased ad spend is fierce, with MBC claiming it won 50% of the pan-Arab TV audience last year. MBC is expected to announce its Ramadan line-up within the next few weeks.
Dubai TV's programmes will include the Khaleeji series 'Al Kharraz', starring award-winning Kuwaiti actress Hayat Al Fahd, and another Kuwaiti series 'Shaheen', starring Souad Abdullah. Egyptian drama series 'Qadiyat Rai Aam' will also feature prominently.
Sama Dubai will see the return of the UAE's first computer animated series 'Freej', which took Ramadan audiences by storm last year, as well as the candid camera show 'Haqak Alayna'.
Speaking at last night's event, Ahmad Al Shaikh, managing director of DMI, said: "This event is an affirmation of our commitment to innovation and quality and continual progress to reach the largest number of viewers by attracting the best programming from the all over the Arab world, and to offer creative television content to our viewers that respects the social, cultural and family values in the UAE, the Gulf and the Arab world."
Government-owned DMI has two other channels -- the English language Dubai One and sports channel Dubai Sports -- and has made a major investment in its image and programming over the past two years.
Ramadan falls between September 13 and October 12 this year.
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