Abu Dhabi Media, a top multi-platform media and entertainment organisations in the Middle East, has re-launched its television network featuring a new, integrated strategy adopted to promote UAE as a key destination.

The channel will also have programmes and content that is in line with the UAE’s Vision 2021 and Abu Dhabi Vision 2030, a statement said.

The newly adopted strategy will focus on showcasing the nation’s history and identity, and reinforce its long-standing position by providing content developed by both local and international talent. Abu Dhabi TV Network’s channels have been transformed to reflect this new identity both in branding and content. Additionally, new channels joined the network adding to its diversity and offerings.

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 that includes, as well as launch 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” took on a new and modern identity. To bring this transformation to life, the latest media and digital technologies were used to bring word-class quality to the network. Some of the technologies used included drones, helicopters and the Phantom Cameras; a machine that has the ability to capture up to 1000 frames per second.

A team of 60 experts, from over eight nationalities, were involved in the re-launch process. The diverse team worked over 2,000 hours on a period of eight months where they covered the design, development and implementation stages of the project. Additionally, footage was taken from 26 distinct locations across the UAE.

New programmes will be aired this week including 320 hours of exclusive drama productions, where seven series were locally and regionally produced, two are animated cartoons, 16 in house productions, six external production and eight acquired series; all being part of the new television grid.

Abu Dhabi TV Network also recruited 10 talented Emirati presenters, bringing the total number of Emirati broadcasters and presenters in the television network up to 23 national professionals.

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 programs 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 specialized racing channel; one documentary-focused channel; and one entertainment channel that broadcasts drama series and soon, launching a channel dedicated to children,” he added. – TradeArabia News Service