Abu Dhabi Media 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 programmes 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 have joined the network, adding to its diversity and offerings.
Commenting on the launch, 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, as well as the launch of new channels, programmes 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" take on a new and modern identity. New programmes will be aired this week, including 320 hours of exclusive drama productions.
Abu Dhabi TV Network has also recruited 10 talented Emirati presenters, bringing the total number of Emirati broadcasters and presenters in the television network up to 23.
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 programmes 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 specialised racing channel, one documentary-focused channel and one entertainment channel that broadcasts drama series. Soon, we will be launching a channel dedicated to children."