YouTube is working on adding advertisements to its UAE domain. This will be a crucial opportunity for advertisers, as YouTube is the most widely used video-sharing site on the internet. “Having a local domain is step one, which we did a month ago. Now we are working on it because we have to go through the legal steps to implement it,” said Mohammad Murad, regional manager at Google Gulf. 

Major General Khamis Matar Al Mazeina, Deputy Chief of Dubai Police, has said that the police will not monitor social networking websites, as this would be a violation of personal freedom. According to Al Mazeina, the UAE respects personal liberties and privacy, and no social networking accounts will be monitored unless there is a specific complaint. “We respect personal liberty and only step in when there is a complaint or a crime calling for our intervention, but we are not a control authority," said Al Mazeina. 

Sharjah Media Corporation is set to launch two new channels that are dedicated to local culture. The “East Coast from Kalba” (Al Sharqia Min Kalba) channel, has already started its test broadcasting on Sharjah TV. According to Shaikh Sultan Bin Ahmad Al Qasimi, Chairman of Sharjah Media Corporation, the channel will air for six hours a day on Sharjah TV until the channel’s seperate infrastructure is completed.

Emirates Airline is set to launch a major rebranding and marketing campaign next month. According to Gulf News, the campaign will help the airline redefine itself as a lifestyle brand rather than just a service. "The new global campaign will focus on how Emirates is connecting people and cultures and creating relevant and meaningful experiences that are shaping the world," said Sir Maurice Flanagan, executive vice-chairman of Emirates Airline. 

The pay-TV broadcaster OSN has launched a new advertising campaign aimed at being locally sensitive. The Impact BBDO campaign shows popular characters from Hollywood movies surrounded by regional backdrops, and features a tagline that reads ‘If only life was as magical as OSN’.  “We are reinforcing that we are a big brand bringing the best of Hollywood movies [and at the same time] be locally sensitive and relevant,” said Bethany Bunnell, creative marketing director.

The 20th Public Relations World Congress begins today in Dubai. The congress, which is being held for the first time in the Middle East, is being held under the patronage of His Highness Shaikh Mohammad Bin Rashid Al Maktoum. The event will feature a line-up of over 35 speakers from around the world, who will share their views on challenges and opportunities in the public relations sector. 

According to industry experts, brands in the Middle East have yet to harness the power of social media. "In terms of where we are compared to the rest of the world we are still playing catch up. Brands are using social media. But the question is how they are using it. It's one thing to get up on Facebook and start an account; it's another thing to say you're using social media within a business framework," said Preethi Mariappan, head of digital arts, TBWARAAD. 

The Dubai Lynx International Advertising Festival juries have shortlisted 438 entries from the 2,037 entries submitted. The festival will run until Wednesday, after which festival award winners will be named. The festival has been hosting various exhibitions, workshops and seminars for the advertising and marketing industry, featuring seminars on digital media and brand engagement.

The UAE's Foreign Minister Sheikh Abdullah Bin Zayed Al Nahyan has been appointed as Chairman of the National Media Council. The position was previously held by Shaikh Hamdan Bin Mubarak Al Nahyan. The decision to appoint Sheikh Abdullah was made during a Cabinet meeting at the presidential palace chaired by Sheikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.

du has launched a digital music store that allows du mobile users to download five songs a day, for a daily subscription fee of Dh1. The site has a collection of over 10,000 downloadable songs. The service will also allow du customers to share songs they like from the music store on social networking sites like Facebook and Twitter.