Catch world's first free-to-air National Geographic Channel in Arabic

Media News

UAE, July 09, 2009

National Geographic Channels International (NGCI), which invites viewers to re-think the way they see television, and Abu Dhabi Media Company (ADMC), one of the fastest growing, multi-platform media organisations in the region, announced today their formation of a strategic partnership for the launch of a free-to-air National Geographic Channel Abu Dhabi (NGCAD) - the first international factual entertainment channel to be launched in the Arabic language.

National Geographic Channel Abu Dhabi, dubbed completely into Arabic, aims to inspire a life-long passion for learning, to cultivate curiosity and wonder about the world and generate awareness, concern and knowledge about the planet. Its launch in Arabic marks the first time in the Middle East that high-quality National Geographic content will be delivered to the region’s viewers dubbed into their native language, and the first time that National Geographic Channel is being launched free-to-air. The region is currently hugely underserved in the international factual entertainment genre, giving the channel a first mover advantage.

The strategic partnership between Abu Dhabi Media Company and the globally celebrated NGCI is forged from ADMC’s vision to turn Abu Dhabi into a regional media hub and from the shared vision between the two to enhance the region’s understanding of the natural world and environment.

Dedicated to understanding and protecting the planet with its worldwide reputation of producing credible and authentic content that fits different viewers’ interests, NGC Abu Dhabi offers smart, factual entertainment featuring science and technology, animals and nature, exploration and culture. The channel will target an educated and discerning audience who are curious and sensitive about what’s happening in the world around them.

Ward Platt, President - Asia Pacific & Middle East, National Geographic Channels International said: "The launch of the channel in Arabic marks the first time in the Middle East that high quality National Geographic content will be delivered to the region’s viewers dubbed into their native language, and also the first time that a National Geographic Channel will be available free-to-air. Our work revolves around the protection of the natural world by bringing information and awareness about the planet to viewers - a philosophy and commitment to environmental sustainability shared by ADMC. We are very excited at this opportunity to together showcase unique perspectives on the world that we inhabit in the Arabic language, and play a part in Abu Dhabi’s sustainable growth and transformation into a global media hub."

The channel will also leverage a variety of multimedia channels for the promotion of National Geographic’s aims - including through a dedicated National Geographic Channel Abu Dhabi website - www.natgeotv.ae. The website will feature comprehensive information on programming including forthcoming feature highlights; an easy-view TV schedule; a variety of online games designed to encourage people to think about the planet; a community section where viewers can ‘ask the experts’, contribute to online polls or enter competitions; and a video player where viewers can watch programme highlights and reviews. National Geographic Channel Abu Dhabi will also employ a variety of multimedia to reach out to viewers across the market - through print, TV, online and outdoor media; alongside school contact programmes and on the ground activations.

"The launch of National Geographic Channel Abu Dhabi raises the bar of excellence in terms of viewer engagement in the region, both through the fact that the content will be in Arabic and that the channel will be free-to-air. It represents a very significant opportunity for us in Abu Dhabi to capture such a largely underserved market segment; and is the ideal launch for Abu Dhabi to attain its position as the Middle East’s centre for media," commented H.E. Mohamed Khalaf Al Mazrouei, Chairman of ADMC.

"ADMC is very excited to have partnered with National Geographic Channels International - a partner that is not only on the front line of global factual entertainment, but that helps us expand, enhance and diversify our existing media platforms which cater to different audiences, and offer something totally new to the Arabic-speaking population in the Middle East," said Ed Borgerding, CEO of ADMC.

For further information, please contact:

Genesis Burson-Marsteller

Priyam Chaturvedi

Tel: + 91 9999690904

Email: priyam.chaturvedi@bm.com