In reference to Islam, Ummah is an Arabic word that refers to the whole Muslim world, or the 'community' of believers. As a theological concept, the Ummah is meant to transcend national, racial, and class divisions to unite all Muslims. It is distinguished from Shaʻb, which means a nation with common ancestry or geography. Thus, it can be said to be a supra-national community with a common history. It is a synonym for ummat al-Islām and it is commonly used to mean the collective community of Islamic people.
Monarchy was tasked to create the imaging of a new channel, embodying all of these values, in an authentic and realistic way. While being positive, inspiring and culturally respectful to the community. It is mostly aimed at family viewing and to bring home the core values of their beliefs.