Abu Dhabi Media Company Maps New Growth Areas With Comprehensive Cross-Media Strategy

Abu Dhabi TV brings Zahrat Al Khaleej to primetime television in January 2010

The world of lifestyle television shows welcomed new faces and a fresh format, as Abu Dhabi Media Company (ADMC), one of the fastest growing, multi-platform media organizations in the region debuted its weekly variety show Zahrat Al Khaleej, on Abu Dhabi Al Oula.

The new launch comes on the heels of significant activity from Zahrat Al Khaleej over the past year. After the re-branding of the magazine and the launch of its website, ADMC grasped the opportunity to bring premium content to its audiences in a fresh format, while keeping with the visual impact characteristic of its style.

“The brand expansion of Zahrat Al Khaleej, to online and TV formats reflects, and further develops, our overall multi-platform media strategy. With the new TV show, we’re giving audiences the opportunity to experience more of the same brand in a compelling and relevant format“, said Karim Sarkis, Executive Director of Broadcast at ADMC, adding that ADMC expects the aggregation of different media platforms and content to become an important field of growth and intends to tap into these with lasting effect.

Gavin Dickinson, Executive Director of ADMC’s Publishing division said: “Zahrat Al Khaleej” is a celebrated leading brand with a huge growing readership and a devoted regional following. As we strive to create an enduring success story for the brand in the 21st century, the TV format is a natural extension of the brand, and its formula lends itself beautifully to television. We are confident it will be an excellent addition to Abu Dhabi Al Oula”.

Zahrat Al Khaleej will in fact become a major programming pillar for the channel’s already strong lineup for the month of January. Anchored by Zahra Aarafat, alongside a panel of as many as seven in-studio experts, and celebrity guests, the show guarantees great chemistry and an addictive energy, while featuring a colorful mix of local stories, fashion, art, cooking, travel, technology segments and irresistible fun, in a fast-paced entertaining hour.

As the region’s leading women magazine, Zahrat Al Khaleej brand has long enjoyed a special place among women of all ages. “The 20 to 45 women demographic is one of the most sought-after for advertisers”, said Raja Halabi, Executive Director, ADMC’s Commercial division. “As Zahrat Al Khaleej becomes synonymous with the premier cross-platform destination for outstanding programming for women, the value it delivers to audiences and advertising partners is tremendous, and it becomes a vital component to any comprehensive regional media buy."

The weekly programme is aired on Saturday, 9:00PM UAE, 8:00PM KSA, with a repeat on Mondays at 12:30AM UAE, 11:30PM KSA,

Last year Zahrat Al Khaleej celebrated its 30th anniversary, marked by both the unveiling of a new look as well as the launch of a new interactive website www.zahramag.com. Targeting women between the age of 20 and 45 and their families, the publication covers news on health, beauty, fashion, celebrity and lifestyle around the region.
 

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