The Middle East broadcaster Abu Dhabi TV is to rebrand four of its channels, and has enlisted Lambie-Nairn for the job.
The consultancy, which was introduced to Abu Dhabi Media Company through sister WPP consultancy The Brand Union in June, is currently developing new visual identities for four of its channels, with a view to unveiling the work by the beginning of October.
Contrary to the popular perception of Middle East broadcasters being driven by price and negotiation, and prone to ‘copycat branding’, Lambie-Nairn chief executive Christian Schroeder says, ‘There’s been an explosion of broadcasters there, and inevitably you are going to get lots of copycats’.
‘Part of the brief was to differentiate Abu Dhabi TV as “best in class”,’ he adds. ‘Don’t forget that any identity has to be supported by channel content, and in the end the promos and break bumpersare a support mechanism for this. It wasn’t a case of knocking 25 per cent off. Abu Dhabi TV is prepared to buy the best, and prepared to pay for it as well.’ He declines to reveal what the contract is worth.
Schroeder reveals that the channel ‘family’ identity, which is intended to be flexible enough to extend to future channel additions, will develop a core strategic positioning, focusing on a cultural heritage, and will be applied to its news channel, sports channel, regional channel Al Emarat and flagship Abu Dhabi One. There will be a common news platform, he adds.
According to Abu Dhabi TV, the improvements are part of its vision to create a new era of quality broadcast media in the Middle East.
Abu Dhabi Media Company executive director of broadcast Karim Sarkis points out that Abu Dhabi is becoming a media hub, and that changes within the channel reflect social and cultural shifts taking place across the emirate.