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Thu 15 Jul 2010 06:36 AM

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Etisalat signs 'edutainment' content deal

Customers in Mideast, Pakistan, India, Sri Lanka, Sudan to get new services this year.

Etisalat signs 'edutainment' content deal

Etisalat has signed a deal with a digital production company to bring new educational and entertainment (edutainment) services to customers across the UAE, Saudi Arabia, Egypt, Pakistan, India, Sri Lanka and Sudan.

The UAE telco has inked a partnership agreement with Rubicon Group Holding to create the content which will include games, cartoons and applications to download via their mobile, on TV or through the internet.

The first services will be presented before the end of 2010, the company said in a statement.

The content will be initially produced in Arabic and English and, following the commercial launch in the UAE will be expanded to Etisalat’s sister companies in Saudi Arabia, Egypt, Pakistan, India, Sri Lanka and Sudan, it added.

In order to reach a broad audience the content will also be translated into French, Urdu and Hindi.

The deal is the first-of-its-kind in the region and is part of Etisalat’s commitment to educational media content. As a part of the agreement the two companies will create a Centre of Excellence in Abu Dhabi.

Essa Al Haddad, group chief marketing officer, Etisalat said: “This will be the first time an operator provides such a comprehensive suite of edutainment services and content, and we are delighted that Etisalat’s customers across the Middle East, Asia and Africa will be the first to enjoy them.”

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