ADMC forges IPTV distribution deal with Etisalat to distribute the English Premier League

Published April 6th, 2010 - 08:43 GMT

Abu Dhabi Media Company (ADMC) announced today it reached an agreement with Etisalat for the distribution of the English Premier League (EPL) for three consecutive seasons, starting August 2010.The agreement will allow Etisalat’s E-Vision and eLife customers access to ADMC’s premium EPL sports programming on Abu Dhabi Al Riyadiya channels. More information on availability, packages and pricing will be released in due course.

The agreement forms the basis of a strategic partnership that enables ADMC and Etisalat to exploit new and emerging digital growth opportunities.  Both companies have developed and deployed advanced services and offerings that have anticipated customers’ changing needs and helped to transform the market place.

"Working with Etisalat brings us a step closer towards giving our audiences access to an all-encompassing EPL offering across the Middle East,” said Ricky Ghai, Executive Director Digital Media at ADMC. "We look forward to further expanding our presence in the IPTV market segment, and delivering Abu Dhabi Al Riyadiya’s high quality sports entertainment to audiences across the region.”

Etisalat is committed to bringing added value to its customers, especially in the area of digital services. Etisalat’s substantial investment in a state-of-the-art fiber network has turned its E-Vision into the leading IPTV provider in the region and a pioneer in HD TV services.  Also, the nationwide eLife FTTH roll-out – Etisalat’s most ambitious initiative to date, launched earlier this year – will position Abu Dhabi as the first Capital City in the world with 100% fiber deployment. Both E-Vision and eLife are testament to Etisalat’s innovation vision.

"We are committed to accelerating the delivery of digital media experiences and anticipating our customers’ needs for diverse premium entertainment content and first-rate, innovative services," commented Khalifa Al Shamsi, Senior Vice President of Marketing at Etisalat. "Middle East audiences are avid sports fans and we are pleased to incorporate EPL programming from Abu Dhabi Al Riyadiya on our platforms to provide our customers access to their favorite football action”, added Al Shamsi.

E-Vision is the leading regional IPTV provider offering over 300 TV channels, in 21 different languages, and diverse programming, ranging from sports , movies and documentaries, to music and kid’s content. eLife, the latest service from Etisalat, marks the beginning of Etisalat’s innovation and value pyramid, providing customers with convenience and cost-effectiveness through its  option of bundling services and payments.

The agreement with Etisalat is the latest development in the realization of ADMC’s distribution strategy, which aims to make the EPL available in the MENA region via several subscription platforms, including IPTV, high-definition set-top box, and streaming via broadband Internet.

The EPL 2010/2011 season kicks off in mid-August 2010. ADMC announced in July 2009 that it had acquired the exclusive regional rights for three consecutive seasons, 2010/2011, 2011/2012 and 2012/2013.


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