Under the Patronage of His Highness Gen. Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, the Abu Dhabi Media Summit (ADMS) begins on the 9th of October with the participation of more than 400 leaders from the global media industry. The three-day summit will be held at the Yas Viceroy Hotel under the theme 'Redefining the digital frontier' and Former Microsoft CEO Bill Gates will give opening keynote. The summit will focus on digital media in emerging markets and on the technology disruption that is creating new distribution channels, marketing opportunities and audiences. . The Summit sessions will focus on the nurturing of digital skills and talent; emphasize cross-industry perspectives and East-West dialogue; uncover the forces that are shaping the media landscape and identify new sources of innovation outside traditional western media centres. The Chairman of the Abu Dhabi Media Summit, Khaldoon Khalifa Al Mubarak said: "The continued evolution and strengthening of the Summit mirrors the continued development of Abu Dhabi and the UAE as an important hub for the media industry. As in previous years, the 2012 Summit will create unique opportunities for insights for all who attend. The 2012 event will also see an even greater emphasis on home-grown talent through a series of master classes and workshops." The Abu Dhabi Media Summit features a unique combination of high-profile public sessions, off-record forums and private conversations. It brings together top-tier global media, technology, venture capital and creative industry players and their emerging-market counterparts. Selected entrepreneurs and start-up companies are also featured, bridging the gap between established industry leaders and disruptive entrants. This year the Summit will also feature new sessions that give local and regional media entrepreneurs unprecedented access to global entrepreneurs and venture investors in a series of show-cases, work-shops, master-classes and inspirational talks.