Industry Press Releases

Abu Dhabi Media's TV Network announces new channels, content strategy and branding

Sunday, Mar 22, 2015

H.E. Mohamed Ebraheem Al Mahmood, Chairman and MD of Abu Dhabi Media

New direction reflects UAE vision, modernity and cutting-edge technology

 Abu Dhabi Media , one of the fastest growing, multi-platform media and entertainment organizations in the Middle East, has taken a significant step forward in developing the media industry in the UAE with the re-launch of its television network. A new, integrated strategy has been adopted to reflect the UAE's national identity and promote it as a key destination, with programs and content that is in line with the UAE's Vision 2021 and Abu Dhabi Vision 2030.
The newly adopted strategy will focus on showcasing the nation's history and identity, and reinforce its long-standing position by providing unique and compelling content developed by both local and international talent. Abu Dhabi TV Network's channels transformed to reflect this new identity both in branding and content. Additionally, new channels joined the network adding to its diversity and offerings.

Commenting on the launch, H.E. Mohamed Ebraheem Al Mahmood, Chairman and Managing Director of Abu Dhabi Media said: " Abu Dhabi Media is committed to the development of its diverse assets. In a fast-paced media industry, it is crucial to continue to align our offerings with the latest market trends and to reflect the dynamic development of the city of Abu Dhabi and the UAE as a whole."

"Today we unveil a new integrated strategy for our television network that includes, as well as launch new channels, programs and initiatives that support the evolution of the media industry in the UAE," he added.
With the support of the world's largest studios, the newly launched TV channels "Al Emarat " and "Abu Dhabi" took on a new and modern identity. To bring this transformation to life, the latest media and digital technologies were used to bring word-class quality to the network. Some of the technologies used included drones, helicopters and the Phantom Cameras; a machine that has the ability to capture up to 1000 frames per second.

A team of 60 experts, from over eight nationalities, were involved in the re-launch process. The diverse team worked over 2,000 hours on a period of eight months where they covered the design, development and implementation stages of the project. Additionally, footage was taken from 26 distinct locations across the UAE.
New programs will be aired this week including 320 hours of exclusive drama productions, where seven series were locally and regionally produced, two are animated cartoons, 16 in house productions, 6 external productional and 8 acquired series; all being part of the new television grid.

Abu Dhabi TV Network also managed to recruit 10 talented Emirati presenters, bringing the total number of Emirati broadcasters and presenters in the television network up to 23 national professionals.

Abdul Hadi Al Sheikh, Executive Director of Television at Abu Dhabi Media , said: "As part of the Abu Dhabi TV Network's new strategy, we will continue to promote our sense of national identity by providing unique and compelling content that reflects the UAE's identity and culture. We are committed to showcasing the most important events and programs that are of interest to the Arab community, taking into account our audience's opinions and taste."

"With the new strategy, our television network will truly establish itself as the most diversified network with 13 channels: two of which are general entertainment; seven sports channels including three free channels and four HD subscription-based channels; one specialized racing channel; one documentary-focused channel; and one entertainment channel that broadcasts drama series and soon, launching a channel dedicated to children."

Al Emarat
Al Emarat , formerly known as Abu Dhabi Al Emarat , will serve as the UAE's official channel. The channel will include interactive educational, cultural and entertainment programs that appeal to viewers of all ages. It will also showcase the spirit of the union and encourage community support and family enrichment. Al Emarat aims to support the development of national talent in the media industry, in line with the UAE's Vision 2021.

The channel will operate under the slogan "Al Emarat Channel... Al Bayt Mitwahid/ Our home is United".

Abu Dhabi Channel
Previously known as Abu Dhabi Al Oula, Abu Dhabi Channel emerges with a new identity that highlights Abu Dhabi's most prominent features, landmarks, culture, identity and heritage. It will be the official channel for the Emirate and will promote the latest events to local and regional audiences.

With the slogan "Abu Dhabi Channel...Qalb Al Emarat/ The heart of the UAE", the channel will contribute greatly to the realization of Abu Dhabi Vision 2030, with cultural and educational content for viewers of all ages.

Yas Channel
Launched almost four weeks ago, Yas Channel has already experienced enormous success, showcasing the most prominent sports events taking place worldwide.

Abu Dhabi Media will soon be expanding its TV network by adding two channels including one dedicated to children, expected to be announced during the 'Abu Dhabi International Book Fair', and 'Abu Dhabi Drama+', a subscription-based channel that will feature Arabic drama series broadcasted back to back.

National Geographic Abu Dhabi
National Geographic Abu Dhabi is the first television channel that specializes in the production of Arabic documentary programs and is free-to-view through all satellites.

As part of the new strategy, content has been further developed and satellites' capacity successfully upgraded, resulting in a High-Definition (HD) resolution for all Abu Dhabi TV network's channels.

'Emirati Drama' Initiative
Conceived to develop and sustain unique, compelling content, the 'Emirati Drama' Initiative involves ADM's collaboration with different Emirati TV producers to advance local productions providing them with the required resources and support.

'Emirati Media Professional' Initiative
This initiative focuses on attracting top Emirati talent with the aim of further enhancing the industry by training them to become the future of the UAE's media landscape. The initiative also works towards achieving quality, growth and sustainable media competition on both local and regional levels; resulting in high interaction rates with the audience and the wider community.

About Abu Dhabi Media
Abu Dhabi Media is one the fastest growing multi-platform media and entertainment organizations in the Middle East. Established in 2007, ADM operates and manages more than 20 market-leading brands across various broadcast, publishing and digital platforms. Abu Dhabi Media is the only organization that covers the entire spectrum of the media industry by providing content that informs and entertains the local community.

Other Press Releases