Sound of music for Sky News Arabia

Sky News Arabia, a new Arabic rolling news channel set for launch in spring 2012, has selected its title music and brand sounds from the London-based company Box of Toys Audio. "Our aim was always to create a contemporary, young and global sound, which at the same time, speaks to a regional audience – we feel this has been successfully captured with this music," said Habib Feghali, head of creative, Sky News Arabia. Ben Laver, chief executive and composer, Box of Toys Audio, added: "We are thrilled to be given the opportunity to craft Sky News Arabia's sonic identity. As a progressive, multi-platform news experience, Sky News Arabia inspired a contemporary take on a classic vehicle. We layered modern elements against a bold orchestral composition whilst subtly introducing traditional Arab instruments to mark the cultural heart of the channel." Eight companies, including composers from Dubai, Beirut and London, participated in the bid to provide music for the new Abu Dhabi-based TV channel. The joint venture between Abu Dhabi Media Investment Company (ADMIC) and British Sky Broadcasting (BSkyB) will provide a rolling Arabic language news service in high definition and standard definition free to air across the Middle East and North Africa.