Sheikh Sultan bin Ahmed Al Qasimi, Chairman of Sharjah Media Corporation, honoured the team of Direct Line programme, presented by Sharjah Radio and Television, in recognition of being awarded the 1st Sharjah Government Communication Award, which was announced in December 2013.
A ceremony honouring this achievement was held at the Sharjah Media Corporation headquarters in presence of HE Dr. Khalid Omar Al Midfa, Director General of SMC, HE Mohamed Hassan Khalaf, Manager of Sharjah TV & Radio, and a number of the corporation’s directors and employees as well as members of the programme’s team.
Sheikh Sultan bin Ahmed Al Qasimi hailed the directives of His Higness Sheikh Dr Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, and commended His Highness’ telephone conversations with Direct Line which stimulated its team and helped change the prevailing perception that the programme is a “tool to vent pent up frustration”, turning it instead into a tool for addressing issues and solving problems. The programme has removed the old barriers between officials and public and promoted etiquette of conversation, as His Highness instructed those in charge of the programme not to interrupt the callers while they present their issues. The programme also encouraged officials to use the media to their advantage and to overcome their fears in dealing with media.
He expressed appreciation to SMC’s employees for the great efforts they continue to exert to produce Emirati programmes that respond to the diversity of the UAE’s audience, boost national identity, strengthen social values, and address and solve community issues.
He said that Direct Line has become one of the most popular programmes in the UAE thanks to the dedicated and highly professional team whose members remain eager to continually renew and improve the programme in order to increase public interaction, help the people’s voice be heard by officials, and cover the various activities across the UAE.
Sheikh Sultan bin Ahmed said that the special honour bestowed by the judging panel of the 1st Sharjah Government Communication Award is a testimony of Direct Line’s credibility in dealing with calls from citizens and residents and in communicating with officials to intervene and address issues. He added that the broadcast of the programme on television was an added value as it reached larger audience inside the country and abroad, stressing that media in Sharjah is highly competitive even at the international level in terms of radio and television programmes.
The team thanked Sheikh Sultan bin Ahmed Al Qasimi for this honour and stressed that every award of recognition received by Direct Line inspires them to enhance their communication with audience and officials and spurs them to even higher levels of dedication and excellence in delivering responsible national media.
The Direct Line team were awarded a special honour by the judging panel of Sharjah Government Communication Award 2013 in recognition of their efforts in addressing the issues of citizens and residents and making their voices heard by decision makers in the UAE. The award was granted also in recognition of their professional approach in presenting issues and solutions. The programme made a quantum leap when it was broadcast on TV, increasing the level of credibility and trust between officials and the audience and reaching a larger audience inside the country and abroad.
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