UAE unveils new ‘Specialised Content Creator’ programme
New Media Academy hosts advanced training in storytelling and AI tools
ABU DHABI – The UAE Government Media Office has launched a new edition of the ‘Specialised Content Creator’ Programme, held in collaboration with the New Media Academy, the first academy of its kind in the Middle East dedicated to digital media.
The announcement was made in the presence of Saeed Al Eter, Chairman of the UAE Government Media Office, marking another step in advancing the UAE’s vision for a dynamic and informed digital ecosystem.
The initiative is designed to prepare national talent specialised in producing high-quality digital content across vital sectors such as the economy and business, laws and legislation, medicine and mental health, agriculture and food security.
Running from 13th to 30th October, the programme brings together 50 participants from both government and private entities, aiming to turn their expertise into clear, reliable, and engaging content that enhances public understanding and awareness.
‘Specialised Content Creator’ programme
The ‘Specialised Content Creator’ Programme seeks to develop a cadre of trained content creators capable of producing credible and sector-specific digital material aligned with international standards. Through a mix of lectures, workshops, and practical training, participants will gain in-depth exposure to the tools and methods shaping the global digital media landscape.
Khadija Hussain, Executive Director of Government Communication at the UAE Government Media Office, said the new edition reflects the Office’s commitment to strengthening the skills of communication professionals and talented creators in using digital platforms effectively. She highlighted that the initiative addresses opportunities and challenges in the online space while ensuring the delivery of professional, accurate, and responsible content.
The programme is part of the Office’s broader strategy to provide an integrated platform for specialised training, helping participants adopt international best practices in content creation and digital communication.
How is it structured?
Hosted at Emirates Towers in Dubai by the New Media Academy, the programme includes interactive sessions led by creative professionals, academics, and international experts. These sessions focus on storytelling techniques, media message formulation, and the simplification of complex ideas for public consumption.
Participants also gain hands-on training in digital filming, editing, and creative production, empowering them to produce high-quality visual content tailored to different platforms. The curriculum further explores the role of artificial intelligence tools in content creation, as well as strategies for digital campaigns, publishing, and audience engagement on social media.
Hussein Al Atoli, Director of the New Media Academy, noted that this edition builds upon the success of the previous cohort, which graduated national talent adept at crafting purposeful and impactful media messages. He added that the Academy remains dedicated to cultivating a generation of content creators capable of producing value-driven content that resonates locally and globally.
Why is it significant?
The programme underscores the growing importance of specialised digital content in a world where information spreads rapidly across online platforms. By focusing on accuracy, credibility, and professionalism, it aims to counter misinformation and enhance public trust in verified sources.
Participants are encouraged to transform their academic knowledge and practical experience into accessible and meaningful narratives that serve community interests. The initiative positions every trained creator as a partner in strengthening national communication efforts, ensuring that the UAE’s messages are conveyed effectively to both domestic and international audiences.