Ten, ADD to launch new channel Prime Sports

MUMBAI: West Asian pay TV platform management company Arab Digital Distribution (ADD) and Dubai-based Ten Sports have announced that they are working together to create a new English language sports channel.

The channel, titled "Prime Sports", will be available to premium package subscribers of ART/Al Awael, FirstNet and Pehla bouquets across the region and will be produced by Ten Sports in their Dubai facilities.

ADD already has an Arab language channel on its platform ART Sport that holds broadcast rights for the Middle East region to major sports properties such as the FIFA World Cup, the English Premier League and the UEFA Champions League. It is in an attempt to broaden the scope and value of such rights by targeting the growing expatriate market in the region that Prime Sports has been conceived.

Ten Sports will be managing the production of the new English language channel. The deal marks one more addition to Ten Sports' growing portfolio of production and facilities work. The channel has recently signed up for studio and transmission services with two Arabic channels, and among the 10 production companies based at its facility is the Hollywood film production company, Filmworks.

Ten Sports was most recently in the news after it was commissioned by the Indian cricket board to produce the recent series in India against Australia and South Africa as also the BCCI's Platinum Jubilee One Day International involving Pakistan.

Arab Digital Distribution is a leading provider of pay television, interactive and digital services across the Middle East, North Africa and Europe.

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