Abu Dhabi, January 18th 2011: In its efforts to promote the cause of music and presenting the best repertoire of music artists in the UAE and GCC, du and Abu Dhabi Radio Network (ADRN) joined hands to announce a one-year partnership. Under this, du will support popular music show – Jalasat Emarat FM that showcases the most renowned music artistes in the GCC. du customers will get exclusive access to the Radio Station’s programme content for use as mobile downloads, other music-based products and SMS-based competitions.

The partnership marks a commitment by du and ADRN, part of Abu Dhabi Media Company, to present the vast music talent in the Middle East and to launch innovative marketing initiatives aimed at building closer links between broadcast and business.
As part of the collaboration, each week an SMS competition will run on Emarat FM, which will offer one lucky winner plus guest an invitation to attend ‘Jalsa’, as well as the unique chance to meet a favourite celebrity. This also presents an opportunity for du to provide its customers with the exclusive opportunity of attending the highly sought-after event.

Abdulrahman Awadh al Harithi, Director of Abu Dhabi Radio Network, said: “du has been quick to recognize that it can harness the power of top quality music broadcasting through sponsorship to build brand awareness and loyalty among its target audience, as well as to reach out to new consumers.”
“We’re confident that other companies are starting to recognize that radio gives them cost effective and highly targeted access to new and existing target audiences in an exciting, unconventional way.”
Mr. Al Harithi added that the  commercial deal with du now paves the way for the UAE’s brand and marketing professionals to factor into their future promotional activities combining the advantages of the highest radio listenership in the UAE with offering a choice programmes that cover a variety of genres from religion to classical music and youth culture.
“The music scene in the GCC is big and we would like it to scale greater heights. Exclusive mobile content related to music is a key differentiator for telecom companies, meaning our role as an operator has extended beyond the delivery of voice services. We are excited about our recent partnership with Abu Dhabi Radio Network, which is part of Abu Dhabi Media Company, and with this we will showcase the who’s who in UAE local music talent and the entire GCC region; it will also strengthen our bonding with our customers and music lovers.” commented Hala Badri, EVP Brand and Communications, du.

This partnership grants du’s customer base exclusive access to Jalasat’s unique content via different formats including CD, mobile and other music formats downloaded from du’s website. Further details will be announced later by Abu Dhabi Radio and du.