Abu Dhabi Media, a multi-platform media and entertainment organisation, has announced the re-launch of its television network with new channels and a focus on content strategy and branding. The new direction is intended to reflect the UAE's vision, modernity, and cutting-edge technology.
The newly-adopted strategy will showcase the nation's history and identity by providing content developed by both local and international talent. Abu Dhabi TV Network's channels will be transformed to reflect this new identity both in branding and content. Additionally, there will be a selection of new channels added to the network, adding to its diversity and offerings.
Commenting on the launch, H.E. 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, programs and initiatives that support the evolution of the media industry in the UAE."
Abu Dhabi Media has also rebranded the TV channels 'Al Emarat' and 'Abu Dhabi', investing in the latest media and digital technologies including drones, helicopters and Phantom Cameras with the ability to capture up to 1000fps.
A team of 60 experts, from over eight nationalities, were involved in the re-launch process. The 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 programs on the network include 320 hours of exclusive drama productions, where seven series were locally and regionally produced. Abu Dhabi TV Network has also recruited 10 Emirati presenters, bringing the total number of Emirati broadcasters and presenters in the television network up to 23.
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."