Few could have imagined that early migrants from South India would one day see Dubai as a place where they could listen to their native songs, attend their favourite stars’ promotional events, and watch their movies on screen just like at home. For the South Indian diaspora living in the United Arab Emirates (UAE), the country has become home. This is largely attributed to the growing influence of South India in the local media landscape.
Regional language media have been present in the UAE since expatriates first arrived, but they have grown rapidly in recent years. More radio stations, newspapers, and TV channels in South Indian languages have created job opportunities and given native speakers more visibility in the UAE’s entertainment industry. For example, Sumantv UAE offers Telugu content for the local community and established groups like Asianet have launched channels such as ‘Asianet Middle East’ to serve audiences in the Gulf region. Emasala Simply South became the first trilingual movie channel, showing Tamil, Malayalam, and Telugu films. As a result, South Indian movies now reach a much larger audience across the UAE.
With one of the largest South Indian expatriate communities abroad, the UAE has naturally grown into an important centre for South Indian cinema. In recent years, the country has hosted major South Indian film events, including SIIMA 2025 and IIFA UTSAVAM 2024. Movie promotion events have also become more frequent, especially for major South Indian releases. For instance, earlier this month, people gathered in large numbers to see Dulquer Salmaan and Rana Daggubati promote their latest film.
The rise of digital platforms like Instagram and YouTube has also enabled South Indian entertainers and vloggers in the UAE to reach a wider audience. They have found audiences beyond their language communities. Even a few Emirati content creators have taken an interest in South Indian cinema, occasionally interviewing actors or reviewing films. Such engagement reflects a broader shift in how South Indian media is being consumed across the country. Today, South Indian entertainment stands as an integral part of the UAE’s entertainment landscape.
