PRAGUE, Czech Republic and TAMPA, Fla. -- Dubai TV has launched an interactive mobile portal with local partner Qanawat, using U-Turn Media Group’s mobile media delivery platform. The portal is branded Dubai TV and contains a wide selection of multimedia, including downloadable video previews of upcoming TV shows, daily sporting and weather information, ring-tones, games and a weekly competition.

Marketing of the service includes regular TV spots in the four countries where the service is offered, as well as a comprehensive SMS campaign in United Arab Emirates.

There are no plans to charge consumers directly for the service, although as user numbers grow advertising within the portal will be introduced in the form of banner ads and short pre-play video announcements. The long term strategy will be to deliver targeted advertising to consumers based on their location, age and preferences.

The Dubai TV portal is compatible with most handsets that have a colour screen and is available as an on device portal (ODP) which is installed onto the phone or as a WAP site. The ODP version allows users to launch the service by clicking on a branded icon residing on the desktop of the phone, with no manual configuration required. Updates to the portal are performed in real time over the air, ensuring the latest version of content is presented.

Users in all four countries, regardless of the network operator being used, can access the service by sending a simple SMS request. This pan-regional, carrier independent mobile service is the first of its kind in the Middle East and is testament to the scope of the flexible U-Turn platform.

The Dubai TV mobile offering was launched in contrast to the path taken by several other broadcasters who have aligned themselves with operators and are offering their programming through carrier branded services. It is a unique situation because the content, branding advertising and promotion are controlled by Dubai TV alone.

“We strongly believe that media companies will drive the deployment of video and other premium services on mobile phones”, said Mr. Daniel Konecny, Head of Global Sales at U-Turn. “We are delighted that Dubai TV sees the potential of going mobile and has chosen U-Turn as their trusted technology partner,” he added.

U-Turn Media Group