Quest Arabiya and Etihad Airways sign partnership deal

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Time: September 06, 2018 

Quest Arabiya, the Arabic-language factual entertainment channel, has partnered with UAE’s Etihad Airways to provide a selection of original travel, adventure and outdoor productions from across the Gulf region to be aired on the airline’s E-BOX inflight entertainment system.

This partnership will allow Etihad passengers the opportunity to view an exclusive selection of original shows on a dedicated channel. Shows will include Etlaa Bara, a weekly magazine show that takes viewers to different outdoor destinations and engages them with exciting events related to extreme sports, cars, travel and survival stories, fronted by adventure influencers Areej Abdulla and Ali Khaja. Etlaa Bara also produces user-generated content episodes, to encourage viewers to film, explore and share their personal experiences with others.

Khalid Khouri, general manager at Quest Arabiya, said: “Quest Arabiya immerses viewers into the wonders of the real world by bringing them closer to adventure and exploration through original productions that are aimed at adventurous, adrenaline and thriller-seeking viewers. Our partnership with Etihad, a world-class carrier that caters to multinational passengers from all over the world, will enable Quest Arabiya to showcase the region’s adventure and outdoor experiences to a broader demographic.”

Other programs that will be available on E-box include Nabd Al Moghamara, which focuses on the incredible and natural sceneries and adventures throughout the Middle East and North Africa while showcasing the region’s diversity and talent; King of the Street, a show dedicated to car enthusiasts; and Al Rahala, a travel and adventure program by Saudi blogger Abdullah Jumaa that highlights important and mysterious spots through local tours around the world, visiting markets, interacting through activities and adventures and enjoying local cuisine.

Jamal Ahmad Alawadhi, Etihad Airways head of guest experience commercial, said: “We dedicate tremendous effort and resource to providing creative, exciting and relevant content which appeals to all our guests. We are confident that our new partnership with Quest Arabiya will offer travellers originating from all parts of the world with unique programming, and the ability to enjoy a diverse range of outdoor adventure and extreme sports experiences available in Abu Dhabi and the wider region”

In addition to this vast array of original Arabic factual entertainment content, the channel will showcase the documentary, Back to the Wild, produced by the Environment Agency Abu Dhabi in partnership with Image Nation Abu Dhabi, one of the leading media and entertainment companies in the Middle East.

Back to the Wild, which was first premiered exclusively on Quest Arabiya, depicts the Abu Dhabi led Scimitar-horned Oryx Reintroduction Programme – described as the world’s most ambitious mammalian reintroduction projects. The programme, inspired by the late Sheikh Zayed bin Sultan Al Nahyan, is a leading example of how to protect some of the world’s most vulnerable species and transcend borders to work with leading conservation experts to make it happen. The film follows the journey of a Scimitar-horned Oryx (Nya) and the rest of her herd as they are assimilated back into the Chadian wilderness.

This article was first published in Trade Arabia

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