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Digital Media company EMMplans to launch and operate a 24/7, general entertainment TV channel from twofour54 Abu Dhabi. The channel, whose name is yet to be made public, will be distributed via satellite free-to-air with a dedicated online channel and is slated to go live by the end of 2012.

With an expected output of 650 hours of original multi-genre programming every year, the channel will contribute to the TV production value chain in Abu Dhabi, with production companies, content providers, freelancers and service providers expected to benefit. The channel will also provide career and talent development opportunities for young Arabs looking to enter the media industry.

“EMM’s existing digital audience will be drawn to the original and exciting offering from the distinctive new TV channel when we transmit across the Middle East & North Africa. Editorially, operationally and technically our TV programming will be distinctive, innovative, empowering and with high production values,” says EMM’s CEO, Nicholas Claxton.

The new channel will be produced and broadcast from the twofour54 facilities in Abu Dhabi. It will create a number of new jobs for the industry, initially with 20 technical and operational staff and as many as 30 creative production personnel. These numbers are expected to grow as output increases over the first five years.

The production facilities will also contribute to the training services provided by twofour54 by offering internships for young graduates and seminars and master-classes for thegrowing number of UAE National media studies students at colleges and universities throughout the UAE.

“twofour54’s commitment to make Abu Dhabi a regional media hub and centre of excellence for the Arabic media industry as a whole has been a major factor in our choice of deciding on Abu Dhabi & twofour54 as the home for our new TV channel,” added Claxton. “Furthermore, Abu Dhabi is increasingly being seen as a seriously strong and creative production base and as we share in their vision to make this a reality it made sense to establish our operations there and help make it the number one destination of choice.”

Commenting on the announcement, Wayne Borg, twofour54’s Deputy CEO & Chief Operating Officer, said, “This is a significant addition to the media ecosystem we are building at twofour54. Not only will EMM be creating and broadcasting engaging, contemporary Arabic content across multiple channels, but in doing so, they will add to the talent development and employment opportunities for young Arabs and, in particular, UAE Nationals. This is another step towards establishing a sustainable Arabic media industry in Abu Dhabi.”

EMM’s new TV Satellite Channel will be led by EMM’s CEO, Nicholas Claxton, who will spearhead the business as a whole, its strategy and its expansion plans. Nicholas Claxton has a wealth of broadcasting and digital experience. He is former MD of several UK based independent production companies and has worked with many of the world’s leading broadcasters including the BBC, ITV, Channel 4, Discovery, National Geographic , A&E Network, among several others. He is also an Emmy award-winning Producer/Director and holds several other international awards for a large variety of programming.

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