Dubai-based Ti22 Films is set to launch an interactive online channel, Dubai ON Demand, on YouTube in 2015, featuring short clips from local personalities.

The new channel’s content will also include all the red carpet moments and celebrity interviews at Dubai International Film Festival (DIFF).

“I knew that the industry was moving towards digital and had been following trends in the US, seeing the shift through my company,” said Ti22 Films founder Reim El Houni.

“I reached out to a group of personalities in the region, many who I had worked with before while executive producing at [Dubai broadcaster] Dubai One. Each person, saw the vision I was trying to create for the channel and joined the team to develop Dubai ON Demand.”

Local personalities already signed up for the channel include fashion designer Tamara Al Gabbani, food author Dalia Dogmoch, MC and actor Layne Redman, comic Nitin Mirani, director and producer Faraz Javed, celebrity correspondent Dina Butti and presenters Aishwarya Ajit Gordon, Tom Urqhart and Punam Verma.

Reim added that Ti22 Films has shifted its strategy away from local production towards acquisition and digital ventures.