Dubai Media Inc. launches the Media Ethics Charter

It also reinforces DMI's commitment to implement strict criteria of excellence, quality and reliability.

Lootah stressed that Dubai Media Inc. will implement strict criteria to define work ethics that the employees should adhere to. These criteria will cover decision making and the issue of conflict of interest. Under its clauses the employees are not permitted to accept services, payments, entertainment, free holidays or travel arrangements and gifts.

Lootah said, the launch of this Charter is in line with corporate responsibility towards the people and the adherence to truth that aims to serve the interest of people.

He added,

"The ethics criteria will concentrate on catalyzing the strategic direction of DMI and will focus on customer centricity to improve understanding of customers, increase customer base through quality programming and marketing. It will also cover processes to promote innovation and continuous development of new services across all media platforms and process improvements, streamline work flows and processes for efficiency facilitated by IT besides creating compliance and producer guidelines."

He said that they would also focus on financial sustainability to increase revenue, diversify sources of revenue and improve utilization of assets.

The ethics criteria will aim at developing the organizational capital and working culture that engages DMI leadership and employees to work towards a common vision, invest in the acquisition, development and retention of human capital with the right skills and expertise and provide the infrastructure to support employees achieve short and long term organizational objectives.

Hussein Lootah said, "DMI recognizes that it has an obligation to the UAE government, community, its viewers, suppliers, competitors, and employees to maintain the highest standards of business integrity and ethics. The organization is committed to the highest standards of excellence, quality and reliability for all viewers and we pledge personal respect, fair treatment and equal opportunities for all our employees."

The Charter calls on all DMI employees to conduct DMI business with honesty, integrity and in a professional manner, and avoid any activities that could involve or lead to involvement in any unlawful practice. It also calls on them to understand and comply with the legal requirements and internal policies and procedures that apply to the duties assigned to the employees; avoid actual or potential conflict of interest in transactions on behalf of DMI and report to DMI any violations of law or ethical principles that come to the employee's attention.

The Charter also states that it is DMI's obligation to convey the truth to the public, the government, viewers, suppliers, employees and the media. Serious civil or criminal penalties may be associated with making false or misleading statements.

It also lays down clauses on equal employment opportunity stating that DMI is committed to provide equal employment opportunity to individuals who are qualified to perform job requirements. It states that all recruitment, hiring, promotion, salary administration and termination should be processed in a non-discriminatory manner.

The Charter says that DMI is responsible for providing a work environment that fosters mutual respect and working relationship free of harassment by or towards employees, suppliers or others.