H.E. Mohamed Ebraheem Al Mahmood: Majid is designed to reflect our authentic values and culture, catering to the preferences of our young audience

Over 150 hours of content reflecting the region's authentic tradition, values and culture

Majid, Kaslan and Karamella are amongst the channel's famous characters that are set to carry on their exciting adventures

Abu Dhabi, September 16, 2015

Abu Dhabi Media has officially announced the launch of the much anticipated Majid Channel, commencing September 25th, which is set to provide young audiences with rich content that showcases the UAE and the region's authentic tradition, values and culture.  H.E. Mohamed Ebraheem Al Mahmood, Chairman and Managing Director of Abu Dhabi Media, announced the launch and vision for the channel at a press conference that took place at Manarat Al Saadiyat, Saadiyat Island, Abu Dhabi.

The event took place in the presence of H.E Dr. Ali Bin Tamim, Advisor for Cultural & Heritage Affairs at the Court of His Highness the Crown Prince of Abu Dhabi, Abu Dhabi Media Board Member and Secretary General of Sheikh Zayed Book Award. Also present at the event were arts and culture personalities from the UAE,  including 'Majid Entertainment' team members.

The inception of Majid TV stemmed from Abu Dhabi Media's vision to adapting to a growing interest in the digital age among youth via a broadcast channel and website. Commenting on the occasion, H.E. Mohamed Ebraheem Al Mahmood, said: "Majid Channel is set to be the ideal media platform for entertaining, informative content that caters to young audiences. The programs will maintain a balance between modern content and accessibility that is ideal for today's youth, while reflecting the heritage and culture of the UAE and the region."  

"More than 500,000 children in the UAE between the ages four and 14 are Arabic-speaking - and based on recent studies, this number is expected to increase by 6% annually to reach nearly 1.5 million by 2030. Nevertheless, Arabic-language shows for children make up less than 35% of the total number of children's shows aired in the UAE as a whole, 88% of which are not even produced in the Arab world."

"Abu Dhabi Media's television network already covers a diverse array of topics, from politics, business and culture to sports, entertainment and art. Now, the addition of children's programming truly reinforces its position as a leading media organization that caters to all interests, contributing to the UAE's overall development plan."

H.E Dr. Ali Bin Tamim, shared his childhood memories of Majid magazine, and expressed his appreciation to all those involved in establishing the channel, which plays a vital role in preserving both the Arab and UAE cultures and traditions in a creative and entertaining way.

Guests were treated to an exclusive pre-screening of Majid's programs in addition to the 'I'm from Majid's generation' campaign, which profiles the stories of those that were inspired by the magazine since it was established 37 years ago.

Having produced over 150-hours worth of content, including 70 hours of animated content in a span of six months, "Majid Entertainment" will provide edu-tainment shows that are based on characters from the magazine, cultivating talent and creativity in youth.

The TV channel will feature an array of programs with the Adventures of Majid in the lead. Majid is an 11  year-old Emirati boy who dresses in traditional attire and speaks the local Arabic language along with his friends Kaslan, Karamella, and Captain Khalfkan. As the star of the show and both the magazine and channel's favourite character, Majid successfully showcases the regions culture and values in a creative way.

-Ends-

For more information contact:
Diana Khambatta
Edelman UAE
M: 056 402 0127
E: Diana.Khambatta@Edelman.com

About Majid Entertainment
Specializing in media, entertainment and educational content development for children, Majid Entertainment is a subsidiary of Abu Dhabi Media, with a view to preserve the heritage and identity of the UAE and the Gulf through its cultural authenticity. The company rests on three pillars namely, Majid Commercial Facilities focusing on the supply of specialized recreational facilities, Majid E-learning providing technologically advanced means and programs to promote smart learning among children, and Majid Media providing children with special media content in the field of educational entertainment, making it a trusted source among parents for the development of their children through fun content. Majid Entertainment is operated as part of Abu Dhabi Media, one of the fastest growing multi-platform media and entertainment organizations in the Middle East. Majid Entertainment has now branched out by establishing the all new Majid TV, which forms an extension of the hugely popular Majid Magazine.

About Majid TV
With the increasing popularity of Majid Magazine and Majid comic, which has become a cultural phenomenon deeply embedded across the Arab speaking world, Majid TV was established earlier this year with the task of not only continuing the Majid legacy, but also extending the appeal and benefits to its target audience that stretched far beyond a weekly print edition. Riding on the success and legacy of the famous Majid Magazine that has been providing entertainment to the region's children for 37 years, the idea to launch Majid TV channel germinated from the visionary desire of Abu Dhabi Media to take Majid into the digital age with its own broadcast channel and website, to further capture the attention of the newer generation of children.

Majid TV seeks to extend the appeal and benefits to its target audience that stretches far beyond a weekly print edition. The shows purpose is aligned with the culture and ethos of the local community, of UAE and of the gulf. It seeks to engage children in a fun and entertaining way, so they may enjoy their time watching home-grown productions, cartoons and characters that represent their environment and society, such as the publications popular characters Majid and Kaslan, whose activities, adventures and characteristics prove exciting and relatable for the young audience. Today, Majid has expanded its media activities to include its own TV channel and online presence, including both its website and social media channels, for which its Facebook page garnering close to a million likes.

© Press Release 2015