Etisalat announces strategic partnership with Abu Dhabi Media Company

ABU DHABI: Etisalat, one of the U.A.E.’s leading telecommunication service providers, today announced a strategic partnership with Abu Dhabi Media, one of the major media organisations in the U.A.E. and the Middle East, specialising in broadcasting, digital media, distribution and publishing.

The partnership aims to strengthen ties between Etisalat and Abu Dhabi Media, providing eLife customers access to a wide range of on-demand content including series, cultural programmes, documentaries and talk shows offered by Abu Dhabi Media. This agreement establishes Etisalat’s position as an integrated communication services provider as it offers Abu Dhabi Media’s high quality and diversified content on various platforms such as TV, tablet, smartphone and PCs via Etisalat’s eLife.

Rashed Al Abbar, Vice President, Home Services, Etisalat, said, “We are delighted to be signing this important agreement with one of the most significant media establishments in the U.A.E. and the region. Our aim is to provide our subscribers with high quality programmes in order to enrich their viewing experience.” Abdul Hadi Al Sheikh, Executive Director of Digital Media Services at Abu Dhabi Media, said, “We always strive to provide the best content to our viewers via a selection of different platforms so that programmes and shows are available anytime and anywhere.

Today’s partnership comes as part of our strategic direction that will keep us up-to-date with the latest developments in the media technology sector. The partnership strengthens our position as a major production destination in the country as well as the region.” eLife is based on next generation fibre optic technology allowing customers to combine high-quality voice, supersonic Internet, and high-definition TV into one experience. Etisalat recently launched the eLife multiscreen service, becoming the first provider to allow customers to watch cable TV on tablets, PCs, laptops and smartphones from anywhere, using WiFi or Etisalat’s high speed 4G network.