Under the slogan ‘Al Bayt Mitwahid,’ Al Emarat TV serves as the United Arab Emirates state channel, through a wide variety of programs that appeal to viewers of all ages in the UAE and GCC region. Al Emarat encourages family enrichment and the development of national talents in the media industry. In addition, Al Emarat focuses on promoting the Emirati national identity in order to ensure the actual application of the national concept within the diverse and multi-ethnic Emirati community. This is achieved through fostering a sense of national identity and preserving the Emirati cultural heritage for coming generations, which is clearly reflected through the channel's various social and economic development, government and environmental affairs programs. The channel works in line with the UAE media strategy, adapting with the future trends and the development process in the UAE to achieve UAE’s Vision 2021, Mars 2117, Abu Dhabi 2030 Plan and UAE Centennial 2071.