Abu Dhabi, United Arab Emirates, 12 October 2008: Abu Dhabi Media Company today unveiled new onscreen identities and programming for its three TV channels as part of a major rebranding of Abu Dhabi TV.
The flagship channel is renamed Abu Dhabi Al Oula. Additionally, the channels Abu Dhabi , Al Emarat and Abu Dhabi Sports now reference their roots in the emirate.
Mohamed Khalaf Al-Mazrouei, Chairman of Abu Dhabi Media Company said: "In a highly competitive marketplace, it is essential that Abu Dhabi TV stands out from the crowd by innovating and evolving its brands and content in line with audience demands. This new identity is symbolic of both Abu Dhabi's heritage and its future as a leading player in regional broadcasting. We are proud to have created the foundations for a world-class television station that reflects the social, cultural and economic values of the Emirates."
Abu Dhabi Media Company adopted a strategic approach by creating a new visual language and identity in order to unify the three channels. While delivering a distinct personality for each brand, the design is inspired by the emirate's forefathers who relied on the dhow sail to transform their lives. The new Abu Dhabi TV logo proudly reflects the sail's jewel-like qualities when reflected in water.
Karim Sarkis, Executive Director of Broadcast at Abu Dhabi Media Company said: "As tastes continue to become more progressive and audiences become more sophisticated, this change was essential to make us competitive in this fast paced environment, where the viewer has plenty of choice and the battle for ratings is intense. "
"We believe we've achieved a winning combination of style and substance which will reflect the ambitions of our channels both in terms of viewership and commercial sense." adds Sarkis.
The flagship channel, Abu Dhabi Al Oula will broadcast family entertainment to Arabic audiences including Ton of Cash, the biggest adventure reality TV show to be filmed in the UAE and Oman. An exclusive screening rights agreement between Abu Dhabi TV and international producers Endemol reflects Abu Dhabi Media Company's content strategy to create and export world-class programming.
Local channel Abu Dhabi Al Emarat will target locals & residents in the UAE and viewers can enjoy an enhanced line-up of regional and international programming together with locally produced shows designed to reflect news and lifestyle developments across the UAE.
Also Abu Dhabi Sports has expanded its bouquet of sporting coverage to include Saudi league football as well as its continuing unmatched coverage of the UAE league. In addition to a broader product offering and a new line-up of celebrity presenters has been added.
News programs on all three channels have also been rebranded under a unified new identity. The new channel identities were developed by international award-winning branding agency, Lambie-Nairn.
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Abu Dhabi Media Company is a vertically integrated media company created in 2007 as a public joint stock company from the assets of Emirates Media Incorporated. Abu Dhabi Media Company employs 1800 people across its operating units which include publishing, television, radio, digital media, distribution, and printing.
Abu Dhabi Media Company owns and operates Abu Dhabi Television, Abu Dhabi Sports Channel, Emirates Television Channel, Abu Dhabi Radio, Emarat FM Radio, Holy Quran Radio, Sawt Al Musiqa, Al Ittihad newspaper, The National Newspaper, Zahrat Al Khaleej magazine, Al Super magazine and Majid magazine as well as other businesses including United Printing Press.
The company is headquartered in Abu Dhabi with offices in Cairo, Dubai and Washington D.C.
For further information, please contact:
Sameh Zaki,
Impact Porter Novelli
s.zaki@ipn.ae
+971 (0)50 904 6741
www.admedia.ae/press
© Press Release 2008
