Case Study: Dubai Media Inc. achieves real-time audience insights and faster data-driven TV decisions with Talkwalker

How Dubai TV Channels use Talkwalker’s social intelligence to make data-driven decisions

Dubai TV Channels, the broadcast arm of Dubai Media Incorporated (DMI) and operator of networks like Dubai TV, Dubai One and the AWAAN streaming platform, needed a better way to understand viewers across multiple platforms. With over 16 million followers and hundreds of millions of video views, the digital media team struggled to centralize social listening, measure sentiment accurately (especially around sarcasm and polarizing shows), and deliver real-time insights to inform programming and marketing decisions.

By adopting Talkwalker’s consumer intelligence platform, the team gained historical data, live dashboards, multilingual alerts, sentiment tracking over time and automated reporting. This enabled faster, audience-driven content and campaign decisions and made the viewer voice central to production planning. Results included major audience growth and engagement: 452.1M post impressions (+235%), 334.5M total reach (+252.9%), 24.4M engaged users (+195.4%), 6.1M Facebook engagements (+83.7%), 2.4M Instagram likes (+151%), and 58.8K AWAAN mentions—demonstrating clear impact on reach and viewer engagement.

Dubai Media Inc.

Heba Al Samt

Digital Media Department Director