In 2022, the UAE shifted its weekend to Saturday-Sunday, aligning with global markets. Three years later, the change had a significant impact on business operations, content strategy, team workload, and revenue opportunities at 7awi. As the CEO of 7awi Media Group, here is a summary of the impact on the business:
1. Internal Operations & Team Workflow
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Easier Collaboration with Global Brands – The new workweek streamlined communication with international advertisers, tech partners, and global clients, making deals and campaigns easier to manage.
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Employee Work-Life Balance – With many companies adopting a 4.5-day workweek, this shift may have prompted discussions around optimizing internal schedules to enhance efficiency while maintaining a strong work culture.
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Coordination Challenges with GCC Markets – Some regional partners, particularly in Saudi Arabia and Kuwait, continue to follow a Friday-Saturday weekend, requiring flexible scheduling for meetings and project deadlines.
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Increased Workload on Senior Managers – With global partners operating Monday-Friday and regional partners following a Friday-Saturday weekend, senior managers now find themselves covering six days instead of five. This increases the demand on leadership, requiring more availability across time zones and markets.
2. Advertising & Revenue Impact
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New Timing for Digital Ad Campaigns – Advertisers may have adjusted budgets, shifting digital ad spend to better align with the new UAE weekend, impacting campaign scheduling.
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Higher Weekend Engagement for Brands – Since Sunday became a full working day, it opened new opportunities for weekday ad placements, potentially increasing revenue from regional and international brands.
3. Changes in Content & Audience Behavior
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Traffic & Engagement Adjustments – The audience’s browsing and reading habits may have shifted slightly, requiring adjustments in content publishing schedules to maintain peak engagement.
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Friday’s Role Remains Important – Since Friday remains a significant day for rest and prayer in the region, content strategies had to evolve, balancing news, entertainment, and lifestyle content effectively.
4. Regional & Competitive Positioning
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Stronger Positioning with Global Advertisers – 7awi became more attractive to international brands that prefer working in markets with a standard Monday-Friday business cycle.
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Increased Investment in UAE Digital Media – With more businesses in the UAE adjusting to a global schedule, digital advertising budgets may have grown, benefiting platforms like 7awi.
5. The Need for Additional Resources
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Hiring More Talent to Support Operations – As 7awi adapts to a six-day operational cycle, the increased workload on senior managers and key departments will require hiring additional resources to ensure smooth operations.
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Optimizing Workflows & Shifts – To balance coverage across the week, restructuring team schedules or introducing rotational shifts may help reduce burnout while maintaining productivity.
The Impact
The UAE’s weekend shift has had a direct and lasting impact on 7awi’s operations. On the positive side, the change has enhanced global business alignment, making it easier to collaborate with international advertisers and partners. It has also opened new revenue opportunities, particularly in digital advertising and content engagement.
However, the shift has also increased operational complexity. With the UAE now following a Saturday-Sunday weekend while key regional markets like Saudi Arabia maintain Friday-Saturday, 7awi must carefully balance workflows, campaign schedules, and team availability. The most significant challenge is the extended workload on senior managers, which has made six-day operations a necessity rather than a choice.
To sustain growth and efficiency, 7awi will need to expand its workforce, optimize shift planning, and refine operational strategies to effectively manage its regional and global commitments. The weekend swap has ultimately accelerated change, reinforcing 7awi’s position as a leading digital media platform but also demanding new investments in talent and infrastructure to maintain its competitive edge.
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