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Discovery Communications on Tuesday unveiled a new partnership with United Arab Emirates-based production house Image Nation Abu Dhabi to launch a free-to-air Arabic-language TV network in the Middle East.
Quest Arabiya will feature male-oriented factual and reality programming, combining locally produced original material with localized content from Discovery’s catalog. It is set to launch in the fourth quarter.
“Quest Arabiya will be a leading destination for men’s lifestyle entertainment in the Middle East and North Africa,” said James Gibbons, executive vp for Discovery’s emerging business, adding that the company had a dedicated team based in the U.A.E.
“Our partnership with Image Nation will help take our business to the next level, broaden the popularity of factual entertainment and raise awareness of our seven channel brands in the region,” he said.
Added Image Nation Abu Dhabi chairman Mohammed Al Mubarak: “Quest Arabiya will provide a needed boost to the private media sector in the U.A.E as we will be commissioning more content than ever before and producing at the highest international standards.”
The new channel, which will be aimed primarily at men aged 16-44, will be led by Carl von Doussa, general manager of channels at Image Nation Abu Dhabi. Under the terms of the cooperation, Discovery will have the option to acquire Image Nation’s content for its international channels around the world.
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