Close on the heels of announcing its World Cup package, du is further boosting its home entertainment offering by introducing a 3D channel – Al Jazeera Sports 3D, at no extra cost. All du TV customers who subscribe to du’s world cup package can enjoy 25 matches in 3D format. du was the first in the region to launch 3D TV service to all its customers.

“We are pleased to be offering our du TV subscribers the unique opportunity of enjoying the FIFA World Cup 2010 on a special dedicated 3D channel. It’s important to us that our customers really get the most out of their du TV subscription, and by offering coverage of this event in the superior 3D format we are enhancing our subscribers’ experience of the World Cup and adding yet more value to our home entertainment services,” commented Farid Faraidooni, Chief Commercial Officer, du.

All du TV customers who subscribe to the World Cup package can watch 25 matches in 3D format on Al Jazeera Sports 3D. In order to enjoy the 3D experience, customers need to have a 3D enabled TV and 3D active glasses.

du TV subscribers will be able to watch their favourite sports heroes in action on the Al Jazeera sports channels by simply subscribing to the FIFA World Cup package. Coverage of the FIFA World Cup will be aired on five channels including Al Jazeera Sports +9, Al Jazeera Sports +10, World Cup Channel, Al Jazeera Sports HD and Al Jazeera Sports 3D–with some of the major matches being broadcasted in High Definition and 3D format. The broadcasting rights for this premium sports event have been secured by the Al Jazeera Sports Network.

du TV subscribers already benefit from a superior television-viewing experience with the availability of Video on Demand including the maximum choice of High Definition (HD) channels and movies in HD on Video on Demand(VoD). Video on Demand allows customers to browse through a catalogue of movies and watch these at leisure, simply through the du TV remote control. Customers also benefit from advanced features such as intuitive and simplified search and display, superior channel browsing, instant channel change capability, an ergonomically-designed Enhanced Electronic Program Guide and the option of pausing, rewinding and recording live programming.

The FIFA World Cup will start on 11 June in South Africa, for the first time in the African Continent, drawing 32 of the top football teams from across the world to compete. This mega sports event - the most popular after the Olympics – will see approximately four billion viewers watching these matches on their TV screens across the globe.

About du

du, the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that du provides in some of the free zones of Dubai. Call Select, du’s nationwide fixed line services for voice telephony, was launched in July 2007. By the end of 2008, over 3 million people in the UAE chose to become du customers.

Among du’s many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments, first of its kind ‘WoW’ recharge card (which offers customers the choice between more credit, more time and now ‘more international’ recharge option with additional credit on international calls) and Self Care.

For business customers, du business offers include Closed Business User Group and preferred International Destinations. du Broadcast Services division brings scalable media technology platforms and telecommunication solutions to the broadcast community through its world class teleport (Samacom) and Master Control Room (MCR) facilities.

du products and services for consumers and business are available through du’s retail network, currently numbering 33 du shops located in strategic locations across the UAE, more than 3000 authorized dealers Or through du e-shop, accessible at http://www.du.ae/en/where-to-buy/eshop.html. du shops are a one stop shop for mobile service, carrier select and the payment of the service bills.

du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by Mubadala Development Company, 19.5 percent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du.

Awards to date

• du presented with an award for Best Middle Eastern Local Currency Deal 2008 by UK’s EuroWeek
• du won two prestigious awards at UAE Web Awards 2008. du e-shop portal won the best strategic online portal award in the e-commerce category and du media club website won the bronze award in the media and press category.
• du corporate brand launch campaign awarded a Cristal MENA award in 2008
• du declared ‘Best Brand’ at Telecoms World Awards Middle East 2007 for innovative branding and outstanding brand success
• Second place in the New Brand Launch category at the GMR Effectiveness in Marketing Awards 2007
• Silver Award for the best website in the ICT category at the UAE Web Awards 2007
• du WoW TV Commercial awarded amongst the best 50 TV commercials in mobile telecom category in the world for 2007

For further information, please contact:

Saugat Chatterjee
Public Relations Manager, Channels Communications
Brand & Communications
du Mobile: +971 55 9367045
Email: saugat.chatterjee@du.ae

Mayssam Hamadeh
Manning, Selvage & Lee
Tel: +971 4 3676 324
Mobile: +971 55 495 6484
Fax: +971 4 367 2615
Email: mayssam.hamadeh@dubai.mslpr.com