Dubai Press Club (DPC) said the upcoming Arab Media Forum will be themed ‘Shifting Mediascape: Inspiring Content… Expanding Reach’, to highlight the key role of enriching content and its implications on fast-evolving sector.

The ninth edition of the Arab Media Forum will be held under the patronage of Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, from May 12 to13 at The Atlantis-Palm Dubai.

The event is expected to witness the participation of over 800 eminent Arab and international media personalities, said Maryam Bin Fahad, DPC executive director.

'The Organizing Committee and the Working Group of AMF 2010 have selected this theme to profoundly reflect the agenda for the individual sessions and workshops.'

“A total of 70 eminent journalists and the most influential decision-makers from the visual, print, audio and online media segments will drive intense discussions at these sessions on the status of the media in different regions and explore the way forward for the industry,” she noted.

The forum's agenda covers a wide spectrum of topics ranging from specific segments and individual countries to the role of digital content and its impact on the industry, Maryam pointed out.

'Some dedicated sessions include a focus on the continuously evolving nature of citizen journalism as well as its new and different areas of impact, a special session on the Kuwaiti media scene, and a discussion on the Egyptian satellite media,' she added.

According to Maryam, the forum will also discuss the media scene in emerging Asian countries, and assess the way Arab media addresses the Western public opinion.

'In addition, there will be a dedicated session on the reasons behind the wide disparity between the media in the Maghreb and Mashreq countries,' she explained.

A dedicated session at AMF 2010 will debate the move to establish a commission for Arab media aiming at regulating the sector, in addition to promoting transparency and keeping content clean from provocation or racism.

A special discussion will highlight the explosion of entertainment industry in the Arab world, while the opportunities and challenges to journalism in the digital era will be the focus area for another session.

'A group of experts will also discuss the impact of fast-evolving technology on the media and subsequent changes it may bring about. There will also be a session on the current and future situation of the local Arabic content in Arab media, a fact that has been considered a great challenge for both media veterans and end users.'

The influence of sports and its economy, and the local presence in sports journalism in general and television in particular will be the focus area of another session. Another session will focus on the etiquette of dialogue and the virtue of listening to analyse the challenges during live television debates, Maryam said.

The two-day forum will conclude with a gala ceremony that will honour the winners of Ninth Arab Journalism Awards (AJA). Online registration has already evinced substantial interest from the members of the media regionally, she added.-TradeArabia News Service