"non-stop movies; non-stop emotions"

5 November 2006 MBC2, the only free-to-air movie channel in the world, has revealed its brand new look and feel on the air with a series of dynamic and creative visual identities, graphics and promos.

The new look is part of a campaign that reflects the channels evolution, dynamism and growing popularity, and is the graphic representation of the "non-stop movies; non-stop emotion" headline.

The new on-air channel identity was created by the award-winning MBC Creative Services team led by Fadel Zahreddine, Group Director of Creative Services at MBC. 

"While retaining the original logo, the new branding incorporates a much more distinctive on-air presence and personality," said Mr Zahreddine. "Each execution reflects the mood of the upcoming movie with powerful visuals that represent the feelings, emotions and sensations of each genre."

"The challenge we set ourselves was to make each execution of the brand identity immediately engaging and fun to watch," he added. "I am confident that this campaign will position us at the forefront of contemporary design, way ahead of the rest of the market where all too often, channel idents are designed as wallpaper."

"Since it was launched in January 2003, MBC2 has established itself as the highest rated channel in the Arab world," said Tim Riordan, Director of TV at MBC. "With our new channel identity and exclusive movie line-up we are raising the brand to a new level."

Part of MBC2's new marketing campaign is its fast paced and action packed promo that was filmed in the heart of Columbia. Speed boats, Ferraris and death-defying antics create a promo as action packed as the blockbuster movies premiering on MBC2 this November.

Spiderman, Pearl Harbour, The Gift, League of Extraordinary Gentlemen and Paycheck are just a few of the best and latest films screening on the new look MBC2.

-Ends-

About MBC2
MBC2, the only free-to-air movie channel in the world, is a dedicated movie channel of blockbuster Hollywood and international films, developing a devoted following with its different genre-based and themed movie schedules for the different days of the week. It has successfully captured the fancy of film buffs who love watching a variety of Hollywood hits and international blockbusters from the comforts of their homes. 

For further information, please contact:
Ahmad Hammoud                                          
Public Relations Manager                              
MBC Group                                                    
Tel: +971 4 3919999                                      
Fax: +971 4 3918176                                     
Mob: +971 50 457 7985                                 
Email: ahammoud@mbc.ae   
                      
Alex St Claire
Buchanan ME
A WPP Company
Tel: +9714 3698567
Fax: +9714 3698401
Mob: +971 50 857 9182

© Press Release 2006