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MUMBAI:
BBC Worldwide, the commercial arm of the BBC, has secured
a deal with Emirates to launch CBeebies as the airline's first-ever
branded channel targeting children aged six and under. Loved
by children and their carers the world over, CBeebies offers
programmes which encourage the BBC's youngest audiences to
learn through play in a consistently safe environment.
From
1 November 2012, Emirates will feature CBeebies showing a
selection of shows like 'Charlie and Lola' and 'Nina and the
Neurons'. The CBeebies channel on Emirates will also be home
to several titles developed by the BBC and BBC Worldwide for
the international CBeebies television network, including 'Andy's
Wild Adventures', 'Baby Jake' and 'Mr Bloom's Nursery'.
The
dedicated CBeebies branded channel on Emirates compliments
additional programming from the BBC, such as 'Sherlock' starring
Benedict Cumberbatch and Martin Freeman, the documentary series
'Frozen Planet', narrated by naturalist Sir David Attenborough,
and classic comedy series 'Absolutely Fabulous' and 'Fawlty
Towers'. Also available on Emirates is the BBC's Live Text
News and Sport service, which has kept passengers up to date
for almost a decade.
BBC
Worldwide Channels senior VP, GM Europe, Midddle East and
Africa Ian McDonough said, "As a company, we are committed
to serving our international audiences - both young and old
- with the best British content across a range of media platforms.
This CBeebies branded channel on Emirates will keep young
fans entertained and bring yet more children on a journey
of learning and discovery."
The
deal was brokered by BBC Worldwide Channels Travel Distribution
Director, Europe, Middle East and Africa Zina Neophytou,.
She
said, "We're delighted to partner with Emirates Airline
to bring the BBC's flagship preschool brand CBeebies to its
in-flight entertainment system, ice. We have worked closely
with Emirates to tailor the new channel to complement their
existing entertainment offering. With such a vast range of
quality content available from BBC Worldwide, we welcome opportunities
to forge partnerships in the travel space to create bespoke
channel environments which reflect our international portfolio
- CBeebies, as well as BBC Knowledge, BBC HD, BBC Entertainment
and BBC Lifestyle."
Emirates
VP corporate communications product, publishing, digital and
events Patrick Brannelly said, "Emirates believes that
providing the best in in-flight entertainment is one of the
key factors in a successful flight and we continuously invest
in expanding our offering to our passengers.
"Building
upon the large selection of children's TV channels already
onboard, adding the dedicated CBeebies channel is just another
example of how Emirates meets the needs of our passengers
- be they young in age or young at heart."
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