In line with its commitment to encouraging the creative talent of UAE nationals and supporting the development of the leaders of the future, du - the UAE's new telecommunications operator, today announced a three-year corporate sponsorship of Freej, the first 3D animated series in the Middle East. Conceptualised and created by UAE national Mohammed Saeed Harib, the much anticipated series will premiere on Dubai TV and Sama Dubai on the first day of the holy month of Ramadan. Announcing the sponsorship, Ahmad Bin Byat, Chairman, du said: “We are keen on investing in national talent that sets pioneering benchmarks, and Mohammed Harib's unique approach of bringing international standards of animation to the region through the first locally produced series of this kind, is in line with this commitment. du’s sponsorship of Freej not only represents our ongoing commitment to technological advancement, it also underscores our dedication to sharing Arab heritage and culture with the youth of this region.” Commenting on the long term commitment between du and Freej, Osman Sultan, CEO, du said: “As an innovative telecommunication service provider offering the option of choice, du can truly identify with Freej. Both have generated huge anticipation ahead of release and both promise enjoyable experiences that will impact the lives of end users. We look forward to collaborating with Mohammed on this unique project which brings animation to life, and supporting it as it grows beyond the series.” Freej, meaning ‘neighbourhood' in the Khaleeji dialect, will tell the tale of four old ladies living in a small traditional neighbourhood on the outskirts of Dubai and celebrating their long lost beauty and loves. The show, which is meant for the whole family, will cover subjects relevant to all age groups, flavoured by the old ladies' unique sarcasm and wit. Mohammed Saeed Harib, Managing Director, Lammtara Pictures and Director of Freej, said: “Venturing into uncharted territory is always a daunting prospect. But having the unstinting support and encouragement of a company like du, which is also breaking new ground in the country, is a tremendous boost to our project which is a labour of love. du’s sponsorship will encourage national talent to dream bigger, knowing these dreams can become reality." The first season of Freej will air 15 episodes during Ramadan, and feature more than 15 popular Arabic media personalities. The 15 minute episodes will be repeated in the latter half of Ramadan as well.