A UK-registered television channel specialised in travel and tourism has launched its operations in Bahrain.

The ATC (Atlas Travel and Culture Channel) has opened its offices and studio complex in Saar, where the company has set up world-class production facilities.

The non-political channel is managed by a group of leading Bahraini businessmen.

It is producing programmes in Arabic and English in Bahrain.

The programmes are already on air in 68 countries including Europe, North Africa and the Middle East, said ATC marketing and PR director Celeen Abboud.

"The total population of the coverage area is one billion and the estimated viewership is 30 million," she told the Gulf Daily News, our sister newspaper.

"Programmes include travel documentaries, travel and culture news, auto-tourism, sports, features on international food and fashion and many more."

A programme titled Siyaha Fi Soura (tourism in pictures), launched last month, has considerably increased the channel's viewership, said Abboud.

"The programme gives both professional and amateur photographers an opportunity to take part in a global photography competition," she revealed.

"Interested people can send photographs of their choice places, events or people to the channel, which will show them on the programme for people to vote.

"Five shortlisted photographs will be judged by experts on a monthly and annual basis. The winners will be presented with professional cameras and other gifts."

The programme is telecast daily at 10pm Bahrain time.

"We shall soon produce programmes for Indian viewers by inviting some popular Indian film stars to Bahrain," said Abboud.

"In future, we shall produce programmes in other languages as well with sub-titles in English and Arabic."

The channel last month conducted a roadshow in Seef Mall and Bahrain Mall to promote its services.

"More than 5,000 people filled in questionnaires giving us a feedback on their expectations from the channel," said Abboud.

ATC's programmes are aired via three satellites: Arabsat 2D frequency 11585 V and Nilesat 103 frequency 10911 V for North Africa and Middle East; and Atlantic Bird frequency 12566 V for Europe.

People can also view the channel on the Internet at www.jumptv.com - TradeArabia News Service