MEMS played a key role in the overall growth of DMI's traditional media channels, including television and radio, as well as digital media during the last two decades.Dubai Media Incorporated (DMI), the official media organisation of the Government of Dubai, has reportedly ended its partnership with Choueiri Group’s Middle East Media Services (MEMS), which markets and sells advertising space in the region. This marks the close to a partnership that has lasted 24 years.
In 2020, Campaign Middle East reported the last time that the exclusive media representation contract was renewed between DMI and MEMS. The previous article highlighted how Choueiri Group’s MEMS secured a five-year extension until December 2025.
However, sources have revealed that Dubai Media Incorporated will not renew the contract again, and will retain complete control of its advertising sales operations starting January 2026.
The decision echoes similar moves by several global brands and regional organisations, including Apple, Netflix, Paramount and MBC Group, all of whom have taken advertising sales in-house, especially given the growing focus on agility and flexibility within a rapidly evolving, data-driven media landscape.
Over the years, DMI and MEMS have marked several key milestones together. This includes making DMI’s flagship satellite TV channel Dubai TV the regional home of the world-renowned reality-TV hit series Shark Tank.
