of Al Jazeera, the network entered its second phase defined by stabil- ity, and in which standards, regulations and administrative procedures would be set. 2. Peak Stage The second stage of Al Jazeera’s institutional development lasted from 2003 to 2010, in which Al Jazeera expanded and achieved import- ant strides toward globalisation. Consolidating in this direction required a number of changes in the administrative style in general. This peak stage is also called the stage of performance or maturation. In this stage, the institution should prove its abilities by being more productive and competitive as well as rely on firm and stable policies and procedures. The rise of a new group of leaders promoted within the organisation by rank and responsibility marked this new phase. Between 2004 and 2008, the network increased the number of sectors and channels, starting with the 2004 launch of the Al Jazeera Centre for Training and Development (now, Al Jazeera Media Institute). In the same year, the quality con- trol division was born, as was the communications and international and media relations department to provide the channel’s audience with materials explaining its vision, plans and editorial content to market a positive image of Al Jazeera while also responding to its critics. In 2005, two more channels were established: Al Jazeera Mubash- er (Live) and Al Jazeera Lil Atfal (Children). It was also the year the network launched the Al Jazeera International Documentary Film Fes- tival and a projects division to work with the broadcast engineering administration and information systems under one umbrella. Because of this expansion and increase in services, more techni- cal changes were implemented in 2006. As new channels were added (Al Jazeera Sports, Al Jazeera English and Al Jazeera Documentary), the technical division was created. Al Jazeera Centre for Studies was launched in 2006. The first Al Jazeera English broadcast was on 15 No- vember 2006, and during that time it was administratively, financially and editorially independent from all of the network’s other channels. It remained as such, with rented and separate premises from the main network buildings, until its administration was relocated to the Support Services building.
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