Abu Dhabi Media Company today announced the formation of a new company that will develop, finance and produce content for both the global and Arabic language markets.

imagenation abu dhabi, a wholly owned subsidiary, intends to spend in excess of $1bn over the course of the next five years in the creation of both full length feature films and digital content.

From its base in Abu Dhabi, imagenation abu dhabi will enter into partnerships with high-profile USA-based and other international producers to develop and produce content for distribution throughout the world. The company’s remit also extends to supporting Middle East filmmakers and Arabian film production.

The launch of imagenation abu dhabi is part of Abu Dhabi Media Company’s strategy to become a worldwide leader in the production of content.

Mohamed Khalaf Al-Mazrouei, Chairman of both imagenation abu dhabi and the Abu Dhabi Media Company notes that establishing a strong global media company is part of the emirate’s strategic investment strategy:

‘Abu Dhabi has established itself as a major player in the global economy, as evidenced through recent activity in the energy, real estate and transportation sectors. Media is no different and Abu Dhabi Media Company is fulfilling its ambition to become a global player in the media industry.’

Edward Borgerding, CEO of imagenation abu dhabi and Abu Dhabi Media Company says: ‘With imagenation abu dhabi, we are bringing Hollywood and the international production community to Arabia. Our aim is to make award-winning films which are commercially successful and appeal to audiences across the world.’

‘Our target output of eight films every year will make imagenation abu dhabi one of the world’s top producers of feature films and establish Abu Dhabi as a leading centre for content creation,’ says Borgerding.

Stefan Brunner, Chief Financial Officer of imagenation abu dhabi concludes: ‘Our investment strategy is modelled on film financing vehicles used successfully in Los Angeles, New York and London. We believe our financial and operational structure is disciplined, sophisticated and modern and should deliver superior returns at both financial and creative levels.’

Abu Dhabi Media Company is a vertically integrated media company created in 2007 as a public joint stock company from the assets of Emirates Media Incorporated. Abu Dhabi Media Company employs 1800 people across its operating units which include publishing, television, radio, digital media, distribution, and printing. The company is headquartered in Abu Dhabi with offices in Cairo, Dubai and Washington D.C.

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.

Abu Dhabi Media Company has appointed Edward Borgerding as its Chief Executive Officer. The announcement was made by His Excellency Mohamed Khalaf Al-Mazrouei, Chairman of Abu Dhabi Media Company, a diversified media and entertainment conglomerate which is based in the United Arab Emirates’ capital.

”We believe Mr. Borgerding has the right balance of industry know-how, entrepreneurial spirit, management experience and understanding of the region,” says His Excellency Mr. Mazrouei. “The media industry in the Middle East and North Africa region -   and particularly in the Gulf - is entering an exciting phase and we believe that with Edward Borgerding’s leadership we can pioneer a new era of media.”

Commenting on his appointment, Borgerding said:  “Abu Dhabi Media Company, with its strong portfolio of integrated assets, is well-positioned to lead this fast growing sector through content creation, distribution and strategic partnerships at home and in the international arena.”

In his new role, Borgerding takes responsibility for some of the most valuable brands in the MENA region. These include the leading women’s magazine Zahrat Al Khaleej, Majid, Al Super and Al Ittihad newspaper, together with a suite of TV and radio channels including Abu Dhabi TV and Emarat FM. He will also oversee the launch of Abu Dhabi’s first English language newspaper next month.

Previously, Borgerding was Executive Vice President of Walt Disney International in Hong Kong and Senior Vice President of Walt Disney International Television in Hong Kong and London.

At Disney International, Borgerding oversaw the operating units of the Walt Disney Company in the Asia Pacific region, including India and the Middle East from 1998 to 2000.  This included television, home video, consumer products, digital media, theatrical distribution and Disney Channels. In 1995, he established the first Disney Channel outside the USA, in Taiwan.  Two years later, he opened the Disney Channel in Dubai and in Australia.g established a private equity firm in London and recently concluded the production of a 26 episode television series with Marvel Entertainment.