Following announcements of partnership deals with UK-based IMG Sports Media and Endemol Sport, Karim Sarkis, executive director of Broadcast at Abu Dhabi Media Company (ADMC), told DPME.com in an exclusive interview that it will bring an “entertainment twist” to its EPL coverage in a manner that has never been attempted before in the region.
“Our partnership with IMG will make sure that we have great access on the ground in the UK and help us with the programming from there while Endemol will help create some great shows here. Endemol will bring in the entertainment twist in addition to the normal coverage that you would expect for an event like this,” he commented.
Endemol Sport, which will work in conjunction with its Middle East office, will operate from ADMC’s new HD studios.
“This will be quite a large operation in terms of coverage for a football league. In fact, this is probably the largest single effort that any broadcaster has undertaken in this part of the world to cover an event like this. Normally, you see the kind of intensity that we are applying to short terms events such as the World Cup or the Gulf Cup. We want to go beyond the typical live coverage. We will have teams of reporters on the ground in the UK and will do some studio programming in the UK. But once the live matches are over, we will also look at doing daily news, talk shows, entertainment shows and even game shows,” he added.
Although Sarkis declined to comment on how many channels would be part of the Sport bouquet to avoid confusion among consumers, he promised “that every game that is being played will be shown live”.
“When a typical EPL fan sees what we have in store for them, they themselves will begin to see that what we have provided is unprecedented,” Sarkis added.