Endemol Launching Middle Eastern HD Sports Channels

ABU DHABI: Endemol Sport has teamed up with Abu Dhabi Media Company (ADMC) to launch four new HD English Premier League (EPL) channels.

The channels will broadcast as part of ADMC’s AD Sports (Abu Dhabi Al-Riyadiya) channel portfolio. The first two new EPL channels will be broadcast in Arabic, targeting local audiences across the region. Two English-language channels are also being launched. The main English channel will broadcast Premier League TV, the newly launched official 24/7 channel from the English Premier League, with match presentation from studios in London and additional programming, including a mix of news, views and classic games from the EPL archives.

Endemol Sport will join forces with Endemol Middle East to support ADMC in producing programming covering the EPL. These programs will be produced at new state-of-the-art studios at ADMC and will be broadcast in high definition, along with all 380 EPL matches, as part of next season’s subscription package.

The EPL 2010/2011 season kicks off in mid-August.

Karim Sarkis, the executive director of broadcast at ADMC, said: "In addition to providing unprecedented live EPL match coverage in HD, we will be creating a fresh mix of entertainment EPL programming that will further immerse fans in the world’s most watched league. Endemol have a proven track record in blockbuster entertainment programs along with an experienced sports team and our partnership is another example of ADMC working with the very best as we embark on this ambitious project."

Mohammed Najeeb, the director of Abu Dhabi Al Riyadiya sports channels, commented: "There is so much passion for football in this region we know we have to give viewers truly in-depth coverage. The EPL is debated by millions of people on a daily basis and from next season we will be at the heart of that debate. We want people to not only watch the matches but also stay tuned for all the opinions and analysis shows with our own presenters and experts and our special guests."

Lawrence Duffy, the managing director of Endemol Sport, added: "This is possibly the most significant sports channel launch of the last decade. ADMC are one of the most forward thinking broadcasters and we are proud to be working with them on the launch of this new platform, which will provide an unprecedented viewing experience for football fans across the region."

Ziad Kebbi, the managing director of Endemol Middle East, continued: “Not only does this further expand our partnership with ADMC, it also establishes Endemol Middle East as a leading sports producer for the region.”