Dubai 33, the 23-year old English-language channel of Emirates Dubai Television will launch its test -transmission on Nilesat satellite with a view to full-scale broadcasting on United Arab Emirates (UAE) National Day, December 2. The transmission will initially cover the Arab world and will broadcast for some four hours during the test period, to be raised to more than 12 hours after December.
Dubai Radio and TV director general, Ahmed Saeed Algaoud said the decision to go on satellite was based on findings from extensive research that projects a reach to multi-million viewers. “We were also encouraged to take this step by the immense reaction from the channel's audience after broadcasting two special call-in programs, during which viewers participated actively with their ideas on the kind of viewing material they would like to see,” he said.
The satellite transmission and new-look channel required more than 50 percent investment on top of the annual direct cost. Director of programs for Dubai TV and Channel 33 Nasib Bitar, said “We are targeting English-speaking families on both terrestrial and satellite transmission. The Nilesat platform means that people do not have to pay in order to receive the channel – it is free-to-air.”
In addition to keeping its usual well-appreciated fare of a blend of movies, documentaries, drama series and news, the channel will add a number of local and outsourced productions, according to Nasib Bitar. “Such programs will address women, youth, family, Islam, business, and politics and most will be interactive with studio audience and viewers.
The channel's assistant director of programming, Teresa Leahy-Haste, said the call-in exercise recently broadcast generated an overwhelming response from the viewers. “We wanted to build our new program interactively with the viewers who are usually deprived from sharing their opinions on the type of programs they want their favorite channel to air.” — (menareport.com)
© 2002 Mena Report (www.menareport.com)
