ADMC awards $21mn project

Abu Dhabi Media Company signs million-dollar order for four HD OB units from Thomson Grassvalley.
Riyad Al Mubarak, CEO of ADMC and Patrick Montliaud of Thomson inked the deal at IBC.
Riyad Al Mubarak, CEO of ADMC and Patrick Montliaud of Thomson inked the deal at IBC.

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Having set its sights on HD broadcasting and wanting to upgrade its technology to international standards, the Abu Dhabi Media Company (ADMC) has signed an order worth $21 million for four HD OB units from Thomson Grassvalley.

ADMC is also forming a technology partnership with the manufacturer, which will include staff training.

The project is only a fraction of the overhaul ADMC is undertaking to improve its entire broadcast infrastructure.

"We are looking now at the whole company, at upgrading the technology," confirmed Riyad Al Mubarak, CEO of ADMC.

"This includes our studios and, eventually, our transmission, although this could take a few years, depending on the market, particularly the penetration of HD sets. We decided to go with Thomson because it offered the best options in terms of technology, price, training as well as maintenance."

Thomson claims it won the tender after competing with Sony, Megahertz, Germany's EPV and Preview of France.

ADMC's chairman, Mohammed Khalaf Al Mazrouei, added that the media company was promoting HD technology in the Middle East.

"We have a lot of events [to cover]. Our six SD trucks are fully utilised now. We'd like to cover more events in HD. Besides that, we are also establishing a facility company now, which means we can lease [the OBs] to others as well as use it for our own productions," he commented.

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