Orbit Showtime Network (OSN), the Dubai subscription TV service, has announced the launch of OSN Play, the region's first online TV platform.
The company said the new initiative will allow its customers to watch latest movies and TV series over the internet on a variety of devices.
OSN, which plans to invest more than $1bn in creating and buying new content as it looks to grow its subscriber base, operates across 24 countries in the Middle East and North Africa.
The launch of OSN Play comes as consumers widen the devices they use for viewing entertainment.
New research carried out by OSN showed that 40 percent of consumers would like to watch TV on their laptops, with a further 38 percent wanting to use their iPad or tablet device.
An additional 19 percent said they would like to watch their favorite programmes on their mobile phones.
David Butorac, CEO of OSN, said: "OSN Play will allow customers to get the best out of their OSN subscription.
"It's a great way to put viewers in charge of their entertainment and experience the TV they love wherever and whenever they choose.
"OSN remains committed to being at the forefront of technological advancement and OSN Play will continue to expand to a wide range of digital devices in the coming weeks."
Currently, hundreds of hours of premium content are available for online viewing by OSN subscribers, with both an English and Arabic online interface.
OSN Play will have full parental control that allows users to set content ratings to ensure only appropriate content can be viewed.
OSN Play will be rolled out across a variety of devices including iOS (Apple products), Smart TV, Android tablets, mobile devices and game consoles throughout the year.