Abu Dhabi TV revamped

A new look, schedule and programmes are some of the changes Abu Dhabi Media Company has unveiled for Abu Dhabi TV.

New logo for ADTV, launced on Oct 12 2008.

Abu Dhabi Media Company (ADMC) has unveiled a programming overhaul and new visual identities for its three television channels, which will now be brought under the umbrella of "mother brand" Abu Dhabi TV, the company announced yesterday. The flagship channel, known throughout the Middle East as the broadcaster of the popular Millions Poet, will have its name changed from Abu Dhabi TV to Abu Dhabi Al Oula. The local channel Abu Dhabi Al Emarat and the sport channel Abu Dhabi Al Riyadiya will now emphasise their roots in the emirate.

"The look, the name, the programmes and the time are all different," said Karim Sarkis, the executive director of broadcast for ADMC, the owner and publisher of The National. "We are pioneering many new things." Among them is a new visual identity to unify the three channels for the first time, inspired by the ancient dhow sailing vessel, and created by Lambie-Nairn, the UK-based branding and design firm best known for creating many of the BBC's brand identities. "We are creating a brand family," said Vida Rizq, the chief marketing officer of ADMC. "Our heart and core is Abu Dhabi, and because the emirate is the centre of so many different cultures, we felt that gave us a true differential."

The new look comes with a shift in the prime-time schedule. "We used to air at 10.30, which is what everyone does to align with Saudi (Arabia)," Mr Sarkis said. However, prime time will now begin at 9pm in the UAE, he added. "In the UAE, it's not fair to ask people to stay up later." The stations' programming has also received a makeover. Abu Dhabi Al Riyadiya has expanded its coverage to include Saudi league football league. A new line up of celebrity presenters has also been added. Abu Dhabi Al Emarat, which Mr Sarkis said had been "left on the sidelines for a few years", would get a new focus on locally produced shows to try to "re-establish that old affinity" between people and their local television station. Revamped programmes will include a morning show and news updates.

'We will try to get people with real problems and get them together with people in authority," Mr Sarkis said. "There's a very big emphasis on interactivity." Abu Dhabi Al Oula has secured exclusive screening rights agreements with the international producer Endemol, which reflects its ambition to take a bigger role in the crowded Arabic television market. "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," said Mohamed Khalaf al Mazrouei, the chairman of ADMC. "This new identity is symbolic of both Abu Dhabi's heritage and its future as a leading player in broadcasting."