ABU DHABI // A new chapter in the rich history of Majid, one of the Middle East’s most popular children’s magazines, began on Wednesday with the launch of the TV channel, Majid.
“Majid Channel is set to be the ideal media platform for entertaining, informative content that caters to young audiences,” said HE Mohamed Ebraheem Al Mahmood, Chairman and Managing Director of Abu Dhabi Media, publisher of The National, during an event to announce the launch.
“The programmes will maintain a balance between modern content and accessibility that is ideal for today’s youth, while reflecting the heritage and culture of the UAE and the region,” said Mr Al Mahmood, at Manarat Al Saadiyat in the capital.
It is also hoped the channel will promote Emirati culture and language, said Dr Amal Al Qubaisi, director general of Abu Dhabi Education Council.
“We have been dreaming of having this and it’s very important to provide the proper media content that would really serve our educational and social goals,” Dr Al Qubaisi said.
“Besides the emphasis on the Arabic language, I think there is a lot of educational and social goals that can provide a better orientation for children’s personalities and characters and also their knowledge of their country and their aspirations.”
Several hundred guests sat down for a pre-screening of some of the new programmes that will broadcast on Majid, from September 25. The audience smiled as they watched the characters of the magazine brought to life by ADM subsidiary Majid Entertainment.
For 37 years, the magazine has been telling stories of Majid, an 11-year-old Emirati boy who dresses in traditional attire and speaks the Emirati dialect, along with his friends Kaslan, Karamella, and Captain Khalfan.
“It’s amazing,” said Yamam Sami, a mother of two girls, after the screening.
“I’m usually reading the magazine story every night before sleep to the kids, so they know all the characters. Now, they are seeing them on TV. It’s really very close to our culture in a very high quality. I’m really interested because my kids will be so happy watching their favourite stories.”
Mr Al Mahmood said Arabic-language television for children made up less than 35 per cent of the total number of children’s shows aired in the UAE, with 88 per cent produced outside the Arab world.
“Abu Dhabi Media’s television network already covers a diverse array of topics, from politics, business and culture to sports, entertainment and art,” Mr Al Mahmood said.
“Now, the addition of children’s programming truly reinforces its position as a leading media organisation that caters to all interests, contributing to the UAE’s overall development plan.”
Mohamed Yehya, general manager of Majid Entertainment, said the new channel would build on the established reputation of the Majid brand.
“Our hope for the channel is to continue the legacy of the magazine and to push the children to enjoy the same entertainment that was provided for their parents through Majid magazine,” Mr Yehya said.
“If you go back to the ’80s and ’90s, it was the only entertainment dedicated to kids.
“Majid survived 40 years and that’s what makes Majid very special.
“I think the parents are waiting and expecting the channel even more than their kids.”
rpennington@thenational.ae
* This article has been amended since it was first published.