Abu Dhabi Media embarks on TV re-launch project

Abu Dhabi, 16th July, 2013: Abu Dhabi Media (ADM) today announced the re-launch of its TV channels, Abu Dhabi Al Emarat and Abu Dhabi Al Oula that will feature new programme schedules. The re-launch will allow for diverse content and quality programmes to be broadcast to Arab viewers locally and across the region.

H.E. Mohamed Mubarak Al Mazrouei, Chairman of Abu Dhabi Media, said:

“This re-launch project was completed following efforts that spanned over a year and involved the development and enhancement of the Company’s working processes. This project was completed in stages, the first of which included completing an update of our administrative structure and working policies, as well as a restructuring of the Company’s departments, in order to ensure maximum efficiency.”

In a statement released by Abu Dhabi Media, the company stated that, “As a part of our strategic vision for the Company, we will continue working towards developing our offerings, with a focus on providing enriched local content on Abu Dhabi Al Emarat as part of its public service mandate, tailored to the interests of our local and regional audiences.”

ADM is confident that this project, which has been completed with synchronized efforts by its employees and with the support of its partners, will allow us to transform the offerings of the Abu Dhabi TV Network.

Starting 2nd December, 2013, viewers can experience the re-launch of Abu Dhabi Al Emarat and Abu Dhabi Al Oula with a new look and updated programming coinciding with the 42nd anniversary of UAE National Day.

Abu Dhabi Media highlighted in its statement that the re-launch project will include an update of the news segments, and the network’s flagship news programme, Oloum Al Dar, will begin broadcasting from an all-new studio with upgraded production capabilities, with a focus on delivering comprehensive, up-to-date local news coverage from across the seven Emirates. The upgraded facilities and production capabilities are in partnership with some of ADM’s broadcast partners including Sky News Arabia, Sky News UK and twofour54, all of which have provided training opportunities for employees pertaining to using the latest television technologies and techniques.

Abu Dhabi Media added, “As part of Abu Dhabi Al Emarat’s aim to provide local programming which provides updates and explores issues relevant to the UAE, the channel is launching a new morning show titled, Sabah el Dar. The programme will highlight events and activities taking place across the UAE, and will broadcast from its own studio, as well as from some of the country’s iconic locations including Saadiyat, Yas Islands, the Abu Dhabi Corniche, and other local landmarks

Abu Dhabi Media continued, “The Abu Dhabi Al Emarat schedule will be complemented with a set of new programmes which will reinforce its identity as a public service channel, covering local community issues and topics In addition, to develop its new programme grid, ADM worked in partnership with Twofour Arabia, a local arm of the award-winning international production company Twofour, which has previously worked with Abu Dhabi Al Emarat on the development of the documentary “In the Steps of Mubarak bin Mohammed (Thesiger)”. Through this partnership, ADM and Twofour Arabia worked closely on the production of the new programmes, as well as provided on-the-job training.

The company explained that Abu Dhabi Al Oula will also feature a new set of programmes designed for Arab viewers across the region, including a diverse range of, high-quality programmes and series. This new grid will further enhance the channel’s presence as the Arab viewer’s gateway to entertainment, as well as a bridge for advertisers to connect with their target audiences.

The grid re-launch also involves a new set of programmes to launch on Abu Dhabi Al Oula. The new grid was designed with the aim of providing informative, entertaining and engaging content relevant to Arab audiences across the region.

About Abu Dhabi Media
Abu Dhabi Media is one of the fastest growing, multi-platform media and entertainment organizations in the Middle East, operating across the broadcast, publishing, and digital media sectors.

The company manages over 18 market-leading brands in two categories: brands that serve the UAE through a defined public service role; and brands that target the wider Arab world with clear commercial objectives. Abu Dhabi Media maintains partnerships with a number of leading companies in the international media space.

Abu Dhabi Media also owns and operates subsidiaries in film, outdoor broadcast, and printing.