Citruss TV outlines expansion plan

Channel to move to new studio and start live production
Nicolas Bruylants, managing partner, Citruss TV.
Nicolas Bruylants, managing partner, Citruss TV.


Citruss TV, the UAE-based shopping TV channel, is planning to start broadcasting live programmes from its current studio at Ten Sports in Media City this year.

Citruss TV, the first company to establish a TV shopping channel in the region, will initially broadcast one hour of live footage a day, increasing to two hours by around November.

The company will then increase its live production to four hours a day when it moves to a new studio in Dubai Studio City at the beginning of 2015. “These live broadcasts will probably be from 2-6pm and we’ll hopefully go to eight hours a day by the end of 2015,” said Nicolas Bruylants, managing partner at Citruss TV.

Bruylants told DPME that he expected the introduction of live broadcasts to be transformative for the company, helping it to interact better with its customers, increase sales and improve its ability to control sales.

Citruss TV announced that it had received a cash injection from venture capitalist firm Valoris in August. The funding from Valoris, which took a 30% stake in the company, is being used to fund the new premises in Studio City and to hire additional staff.

The premises in Studio City will be about 12,000 sq ft including 4000 and 5000 sq ft of studio space. It will also include offices for production and post production work, and a green room. However, the entire company will not relocate to Studio City, with some parts, such as the call centre and warehouse, remaining in their current locations.

Bruylants said the firm had already hired an additional 33 staff in the past four months, giving it a current head count of about 93 people. The company expects to have about 150 employees by the end of 2015.

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