With an economy based on pumping oil and landmarks that include one of the Mideast's grandest mosques, buttoned-down Abu Dhabi has little obvious in common with freewheeling media magnets like Hollywood or midtown Manhattan. This week, the Arab emirate is hoping the world takes another look. The city-state, best known of late for bailing out its flashier neighbor Dubai, is bringing together some of the industry's biggest names for a summit that will temporarily shift much of the world's media and entertainment elite to a luxury hotel on the Persian Gulf. Headliners at the event starting Tuesday include News Corp.'s Rupert Murdoch and Google Inc. chief Eric Schmidt. The idea is to entice “the best and the brightest media minds,” said Edward Borgerding, a former Walt Disney Co. executive who is now CEO of the state-owned Abu Dhabi Media Co., the event's host. But the gathering is also a coming-out party for Abu Dhabi, which has seen its own star rise as nearby Dubai's fades, serving as a reflection of the emirate's growing weight in the media industry. As in most of the Arab world, the government here has long controlled much of the domestic media, running television networks, newspapers and radio stations, including one devoted to readings from the Quran. Censors routinely black out nudity and politically sensitive topics, and block access to hundreds of Web sites. A media law passed last year stifles the press and increases self-censorship, rights groups say. Increasingly, though, the United Arab Emirates capital has been using its immense petroleum wealth to extend its media reach overseas, even as it shows little sign of easing restrictions on journalists or Internet users at home. It has set up a company to bankroll Hollywood films, built an office park to house foreign news agencies, and spent billions to invest in microchips that power the electronic gadgets that increasingly serve as platforms for media consumption. It is also partnering with established Western brands, including National Geographic and Comedy Central, to develop Arabic-language programming, and is splashing out on big-name concerts for eager audiences at home. Recent shows featured Rihanna, Aerosmith and Beyonce. The investments are part of a broader push by Abu Dhabi's hereditary leaders to diversify the economy away from oil and provide a broader range of jobs for locals. They serve another purpose too _ to establish an image of Abu Dhabi, the UAE's capital and the largest of the country's seven semiautonomous city-states, as a tolerant, cultured and internationally relevant Arab society. “We work to promote a more progressive point of view of this region,” said Mike Fairburn, director of marketing and planning at Flash Entertainment, a government-created concert and events promoter. “A big part of popular entertainment is about challenging certain perceptions.” Abu Dhabi is not alone in its quest to become a regional media player. Neighboring Dubai built its reputation on being a carefree business haven. Despite its well-publicized economic slump, the port city continues to host regional offices for hundreds of media companies, ranging from small ad agencies to international broadcasters such as CNBC and Showtime.
