Launched in 2005, Sama Dubai is a channel linked to the Dubai Media Incorporated group (DMI). Its primary objective is to offer quality programme content to people living in the United Arab Emirates as well as in the rest of the world. This channel offers a variety of programmes which pay tribute to local culture and traditions. Not only does Sama Dubai target young people in the Gulf, but it also attracts a large viewer base worldwide. Although the channel broadcasts modern programmes, it is more widely respected for its traditional ones which are renowned for their authenticity. Sama Dubai broadcasts programmes for all sectors of society from women to children to youth, and topics addressed in programmes include issues regarding culture and society. It also features sporting events and the news, with other programme categories including comedy and fiction. Among the most popular programmes on the channel are Al Usra Al Asriya, Alnajihat, Dubai Almultaka and Freej. Sama Dubai is a creative channel which offers a unique perspective into the culture and civilisation of the United Arab Emirates. The themes covered on the channel coupled with its moderate, up to date and forward-thinking tone, attract modern viewers who also show a deep respect for local culture and traditions.