Over the past 15 years, Dubai has come into its own as one of the Middle East’s key centres for print, broadcast and digital media. The emirate’s media-focused free zone, Dubai Media City, has attracted a range of global media brands, including news organisations like Reuters, The Economist and CNN; publishing firms, such as McGraw Hill and Forbes; media production companies, including Sony and Showtime; and advertising majors like DDB and Dentsu Aegis. These companies – and many others like them – serve global audiences from the UAE. Dubai, as a consequence, is increasingly considered to be a growing player on the global media landscape. The government has worked to shore up the emirate’s reputation as a media hub in recent years, rolling out new initiatives in an effort to ensure that Dubai remains competitive with other regional media centres, including Egypt, Lebanon and Qatar.