Proving its place as a provider of innovative and cutting-edge home entertainment service provider, du today became the first company in the MENA region to offer 3D TV for all its customers. In a move which demonstrates the company’s commitment to offer the latest and the best in entertainment to its subscribers. All du TV customers starting today can watch 3D TV on channel 699 under the basic TV package.

“3D TV is a promising new technology and today we are excited to be the first company in MENA to offer a glimpse into the future to our customers, entirely free of charge. This is also a clear demonstration of du technology prowess to deliver the most cutting-edge services available in the market to households in the UAE.

All du TV decoders are already 3D and HD enabled. In order to enjoy the new 3D experience customers must have a 3D enabled television along with 3D active viewing glasses. We invite our customers to witness this evolution in broadcast technology right from the comfort of their living room,” commented Farid Faraidooni, Chief Commercial Officer, du.

The current 3D channel will cover several genres such as fashion, art, travel, sport and lifestyle, which will be available, free of charge for a limited period, to all du TV and du TV+ customers, without need to change their TV decoders. This channel is accessible to all viewers, starting from 1 June.

The channel is the only 3D broadcast channel available today in the MENA region. du is currently in talks with various content providers to bring 3D content to its TV subscribers du future-proof network is already capable to deliver 3D content to all its home customers both through standard broadcasting and also through du video on demand service.

“3D format, along with HDTV, are fast becoming the future of TV. Many TV manufacturers have announced imminent plans to commercialise 3D TV sets and some have already began,” commented Faraidooni.

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