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Dubai TV goes mobile
UAE state broadcaster Dubai TV has launched an interactive mobile portal to provide previews of new TV shows from the network.
 The new mobile offering is being launched in contrast to the more common path taken by broadcasters, which sees them offering their programming through carrier branded services. This new branded service offers content, branding advertising and promotion, managed exclusively by Dubai TV.
As well as downloadable video previews of upcoming TV shows, the Dubai TV mobile portal will offer daily sporting and weather information, ring tones, games and a weekly competition.
The service, which uses U-Turn Media Group's mobile media delivery platform, is compatible with most handsets that have a colour screen and is available as an on-device portal which is installed onto the phone or as a WAP site.
A spokesman for Dubai TV said that while there are no plans to charge consumers directly for the service, as user numbers grow advertising within the portal will be introduced in the form of banner ads and short pre-play video announcements. Its long-erm strategy is to deliver targeted advertising to consumers based on factors such as their location, age and preferences.
The service is a joint effort with local technology partner Qanawat, which is managing and uploading the content to the portal using U-Turn's content management system.
Antony Reeve-Crook
7 Jan 2008
© C21 Media 2008
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