Abu Dhabi TV relaunches major channels to capture regional audience

ABU DHABI // Television that appeals to not just a local, but a regional audience is promised as two stations relaunched this week.

Abu Dhabi Al Emarat and Abu Dhabi Al Oula, which are owned by Abu Dhabi Media, The National’s parent company, will be given a fresh new look as celebrations take place around the country.

With the channels offering new programmes, they will also aim to provide more diverse content for a wider group of audiences, locally and regionally, to reflect a modern vision of the Emirati culture and the nation’s values, history and civilisation.

One of the flagship new programmes, a morning talkshow, Sabah el Dar, will be launched on Al Emarat, looking at various aspects of Emirati culture and issues relevant to residents.

“The TV industry has experienced a rapid change in audience interests and behaviour as a result of the versatile options of programmes offered by TV channels,” said Haitham Al Kathiri, Abu Dhabi Media’s television relaunch project manager.

“The relaunch is an important milestone that aims to expand our reach across the Arab world by offering viewers an exceptional television experience that meets their expectations and their various tastes.”

“Balancing the new content and enhanced presentation, Abu Dhabi Al Oula and Abu Dhabi Al Emarat will witness a transformation in terms of information and commercial display, style, and production. The channels will also provide a more diversified content with numerous contemporary programmes in terms of ideas, execution and delivery.”

The new programming comes as part of a review process conducted by Abu Dhabi TV, which included an assessment of viewers’ survey results.

New features will include drama series Zain, a cooking show called Matlloub Chef, a game show and science education programme.

Viewers will also be given a behind-the-scenes look at the staff and animals from Al Ain Zoo, from 9pm on Saturdays, with the launch of Stories from Al Ain Zoo.

A full breakdown of the programmes can be found at www.adtv.ae.

ksinclair@thenational.ae