In pursuit of its long term objective of providing an effective digital media service, the Ministry has expanded its electronic endeavours to aspects of production, publishing and the promotion of media content of every kind. Through much of 2021, the Directorate-General of Electronic Media worked on production of the video-on[1]demand platform project ‘Ain’, and a group of programmes exclusive to the platform were aired in a trial broadcast on 1 September 2021.

Ain is the Sultanate’s first interactive digital platform with a focus on Omani and Arab content and a mission to build bridges of communication between the Ministry and the public. It offers a set of services and media products with broad appeal on the one hand, and strong marketing instincts on the other, enabling it to survive and thrive in a field of competing electronic platforms.

The platform has assembled a raft of audio and visual content representing upwards of ten thousand media materials from the Ministry of Information’s various radio and television channels. These materials are preserved and archived on the platform in an easy-access arrangement designed to provide the user with a glitch-free browsing experience in his/her chosen media format.

Acutely aware of the preference by social media users for visual and other digital formats, the Ministry has been developing electronic content that is then broadcast through its accounts, publishing video clips, images and newsfeed to followers within the Sultanate and overseas.