Abu Dhabi TV, the broadcast arm of Abu Dhabi Media Company, has announced it will launch a new channel 'Plus One' in October. Viewers across the Arab world can also look forward to new programming and a new visual identify for Abu Dhabi TV, Emirates channel and Abu Dhabi Sports channel.

The improvements are part of Abu Dhabi TV's bid to improve its quality of broadcast media. Karim Sarkis, Executive Director of Broadcast at Abu Dhabi TV said: "As part of Abu Dhabi Media Company, we have a new, dynamic team with years of collective world-class experience in broadcast, publishing and digital media distribution and content. The introduction of a new TV channel and richer programming is part of our strategy to lead the development of high-quality entertainment and content across the Arab world."

Abu Dhabi Media Company will be airing a number of new programmes, including a world-first reality TV concept co-developed with Endemol Middle East called Ton of Cash. A new Lebanese produced game show, Min Al Zero will also air.

Sarkis added: "Abu Dhabi is quickly becoming the new media hub in the Middle East. And our changes here reflect the huge social and cultural shifts taking place across the emirate. We know from our research that our viewers want exciting, high-quality programming, and we are confident this landmark change to our broadcast offering will be well-received."

ADMC's new broadcast visual identity was co-created with U.K.-based branding company Lambie & Nairm.

Etisalat and the organizers of the Arab Broadcast Forum announced that this year's conference can be viewed for the first time on mobile phones, using Etisalat's Mobile TV service.

Any Etisalat customer with a 3G or 3.5G enabled mobile phone can subscribe to its mobile TV service by sending an SMS to 1010 with the message 'r mtv', and then tune into the conference by selecting Abu Dhabi TV from the menu of options.

Ahmed bin Ali, Vice President Corporate Communications at Etisalat said: 'The UAE today is the most connected nation in the Middle East, with the highest penetration of mobile, Internet and 3G subscribers. This creates an environment that encourages the dynamic creation of rich content.

Technology is opening opportunities for anyone to participate in the reporting of news, for example, and a growing pool of citizen journalists is emerging in the UAE as it is in the rest of the world. As such, it is appropriate that we are enabling this new generation of content producers to view the Arab Broadcast Forum over Mobile TV, as well as over traditional broadcast media and help as many people as possible to participate in the development of the industry'.

The Arab Broadcast Forum is taking place at the Emirates Palace in Abu Dhabi between the 4th and 5th of May, and will bring together the leading thinkers in the broadcast industry to discuss topics such as 'The Arab League Media Charter' and the continuing growth of 'citizen journalists' and their increasing contribution to news content.

The entire conference will be broadcast LIVE on Abu Dhabi TV which is the official host broadcaster for the conference, and also one of the channels offered across Etisalat's Mobile TV service.

Edward Borgerding, CEO of Abu Dhabi Media Company said: 'Abu Dhabi TV is proud to once again serve as host broadcaster for this prestigious event. The Arabic media landscape is rapidly changing, fuelled by an ever-increasing pool of talented professionals. As technology is a key enabler of the media, and increasingly of television content, we are delighted that subscribers to Etisalat's Mobile TV service will be able to tune into the full live conference for the first time in 2008'.

Etisalat is the Diamond Sponsor of the conference and will be demonstrating its expertise in mobile TV and other multimedia services throughout the Forum.

Etisalat has been demonstrating the value of its Mobile TV services in the UAE for many years and is the region's pioneer in this technology.

It has broadcast many sporting events in previous years, in preparation for the commercial launch of its subscription-based service last year. Etisalat has since introduced similar services in Egypt and Saudi Arabia through its subsidiaries Etisalat Misr and Mobily.

Today, subscribers can access 15 channels including Abu Dhabi Sports, Abu Dhabi TV, Al Arabiya, Al Jazeera, Al Jazeera International, BBC World, CNBC Arabia, Dubai Sports, Emirates TV, MBC1, Sama Dubai, Melody Aflam, sharjah, Kairali and Melody Hits.

Mobile TV uses Etisalat's extensive 3.5G network, which covers more than 98% of the populated areas of the UAE.

To subscribe to the service, customers should have an appropriate 3G or 3.5G-enabled device and SMS 'r mtv' to 1010.