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American University of Sharjah partners with Etisalat

SHARJAH, April 21, 2015

Etisalat, the UAE’s largest telecommunications service provider, has joined hands with American University of Sharjah, the main provider of premier American style higher education in the region, to spotlight films and news features produced in the UAE and make them available on its video on demand (VOD) platform.

ELife OnDemand, the Emirati firm’s VOD platform, will add a variety of short films and video news features produced by Mass Communication AUS students, for subscribed eLife viewers.

Launched in 2011, the ELife OnDemand boasts a library of films from major regional and international studios that includes a variety of Hollywood, Hindi, Arabic and much more content in different languages to reach out to all demographics in the UAE.

The agreement signed between the two organisations is the region’s first-of-its-kind initiative, aimed at encouraging and showcasing young, university-level filmmakers and video journalists, said a statement from Etisalat.

It is a platform for aspiring talent to explore their potential, highlight their creativity and reach out to a broader audience. The project will begin with 30 films and video news features, which will then continue to add more projects over the coming period, it added.

“The university has a great reputation for producing some of the best student films in the country,” remarked its chancellor Dr Björn Kjerfve.

“Our students have won acclaim for their work both nationally and internationally. This partnership with Etisalat is an exciting new avenue for our students to showcase their talent and we are very pleased to be collaborating with them in this venture,” he noted.

Dr Mahmoud Anabtawi, the dean of the College of Arts and Sciences, said the project will enhance the students’ visibility in the community.

“This is an excellent opportunity for our students to showcase their creative video works on a leading television platform of the calibre of Etisalat’s elife system,” he added.

Rashed Al Abbar, Etisalat’s VP (Home Services) said: "We are taking Etisalat’s reputation as a leader in providing top-notch home entertainment one step further, by enhancing our content portfolio with locally produced films."

"We are also playing our part in encouraging the community of young filmmakers from the university by showcasing their work. It is both exciting and rewarding to be part of the UAE’s growing creative landscape within the international circuit," he added.-TradeArabia News Service




Tags: Etisalat | American University of Sharjah |

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