FIC Rebrands MidEast Fox Series Channel

DUBAI: Fox International Channels (FIC) is revamping its Fox Series channel into a new 100-percent Arabic general-entertainment network geared toward women.

The new channel will be called FOX and will feature content available in dual audio (Arabic and English). The channel will premiere a number of shows that have never been seen before on free TV in the region. This includes Glee and Masterchef Australia. Additionally, the channel will introduce the crime drama Lie to Me. During the daytime, FOX will feature the new show Jdeed O Mofeed, focused on providing women practical solutions across a variety of genres, such as cooking, arts and crafts, heath and beauty, parenting and home improvement. Desperate Housewives will be featured in its sixth season. As a launch special, FOX will air all these shows on a daily basis, bringing viewers a new episode every week night.

"Fox Series was dedicated to bringing the best quality home entertainment to the region," said Rohit D’Silva, the general manager at FIC Middle East. "FOX is taking this philosophy one step further and creating a channel for women with great formats, shows and new seasons of programming. Our research revealed that there is a huge demand for quality entertainment targeting women. Taking a page from these insights and findings, beginning today, the all new FOX channel will now be the one-stop destination; bridging this void."

"FOX is the next step in the brand’s evolution, offering improved value proposition to advertisers that is more comprehensive, with novel genres of programming and exciting new series that cater especially to women," added Pierre Al Daher, the president of broadcasting at the Rotana Group. "You could not ask for better programming!"