24 November 2008
Dubai Media Incorporated has started broadcasting its TV programmes through mobile and internet, according to an announcement made by Ahmad Al Shaikh, Managing Director of DMI.
The new mobile and internet TV services are being provided in partnership with etisalat, du and Jump TV, one of the world's largest internet television carriers.
The announcement was made at a press conference attended by Ahmad Al Shaikh, besides Osman Sultan, CEO of du, and Ali Al Ahmad, Executive Vice-President of Planning and Strategy at etisalat.
The new service will allow viewers to watch shows and programmes either through mobile, internet, or through mobile broadband internet technology. The first two will provide access to 23 DMI channels, while five channels are available on the mobile broadband internet service.
Viewers are also allowed to search access and even download show and episodes and forward them to others.
Ahmad Al Shaikh said: "TV stations have devised different solutions to reach wider audiences across the globe including the investment in different sister TV channels that broadcast at different timings. However, modern technology is providing us with the best way to enhance our outreach to various audiences at different parts of the world."
Following the trial broadcast this week, the service will be available on full scale by next week. "We have already started broadcasting today," said Al Shaikh.
The tie-up with etisalat and du will allow users with 3G enabled handsets to watch live stream of DMI news, sports and entertainment channels.
Ali Al Ahmad said the new services will provide advertisers with a highly credible medium, since internet and mobile viewing will allow the telecommunications provider to monitor and measure viewership rates.
Mobile TV from Etisalat has so far been one of the most successful services offered locally, boasting the highest usage with 300,000 subscriberS experiencing the service, according to Al Ahmad.
Osman Sultan said: "The online and mobile viewership measurement is not only quantitative. With the new technology we are able to provide a clear profile of our audience and their preferences."
Al Shaikh agreed, pointing that the new services will provide a more scientific study of the target audiences, with more representative sampling, therefore, determining the success of programmes, and influencing decisions to retain the prerogative to produce or reassign old favourites, or even going as far as closing down certain channels.
Etisalat and du will have their own space for competition as service providers through designing different packages, according to Osman Sultan.
Dubai Media Incorporated has started broadcasting its TV programmes through mobile and internet, according to an announcement made by Ahmad Al Shaikh, Managing Director of DMI.
The new mobile and internet TV services are being provided in partnership with etisalat, du and Jump TV, one of the world's largest internet television carriers.
The announcement was made at a press conference attended by Ahmad Al Shaikh, besides Osman Sultan, CEO of du, and Ali Al Ahmad, Executive Vice-President of Planning and Strategy at etisalat.
The new service will allow viewers to watch shows and programmes either through mobile, internet, or through mobile broadband internet technology. The first two will provide access to 23 DMI channels, while five channels are available on the mobile broadband internet service.
Viewers are also allowed to search access and even download show and episodes and forward them to others.
Ahmad Al Shaikh said: "TV stations have devised different solutions to reach wider audiences across the globe including the investment in different sister TV channels that broadcast at different timings. However, modern technology is providing us with the best way to enhance our outreach to various audiences at different parts of the world."
Following the trial broadcast this week, the service will be available on full scale by next week. "We have already started broadcasting today," said Al Shaikh.
The tie-up with etisalat and du will allow users with 3G enabled handsets to watch live stream of DMI news, sports and entertainment channels.
Ali Al Ahmad said the new services will provide advertisers with a highly credible medium, since internet and mobile viewing will allow the telecommunications provider to monitor and measure viewership rates.
Mobile TV from Etisalat has so far been one of the most successful services offered locally, boasting the highest usage with 300,000 subscriberS experiencing the service, according to Al Ahmad.
Osman Sultan said: "The online and mobile viewership measurement is not only quantitative. With the new technology we are able to provide a clear profile of our audience and their preferences."
Al Shaikh agreed, pointing that the new services will provide a more scientific study of the target audiences, with more representative sampling, therefore, determining the success of programmes, and influencing decisions to retain the prerogative to produce or reassign old favourites, or even going as far as closing down certain channels.
Etisalat and du will have their own space for competition as service providers through designing different packages, according to Osman Sultan.
No rate card yet
With currently no separate structure or rate card for mobile advertisers, mobile TV will broadcast the same TV content with advertising spots included.
Ahmad Al Shaikh said: "The mobile rate card will definitely include special and differentiated advertising rates compared to the TV. However, in the time being, DMI is not charging for mobile advertising."
Osman Sultan explained that mobile advertising as content will be provided by DMI along with the rest of the broadcasting content. Advertising related to online TV services however, will be contracted through the service providers. He did not comment on the expected ad revenue.
By Dima Hamadeh
© Emirates Business 24/7 2008
