UAE-based telecommunications company Etisalat has added seven HD channels from broadcaster MBC to its eLife TV network.  “At Etisalat, we always aim to provide the most engaging, refreshing and relevant content for our eLife customers. These new HD channels, which are available for eLife subscribers, will further enrich our HD line-up, offering a truly unparalleled viewing experience. The majority of these channels from MBC are amongst the top 10 most popular channels on the network, so we are confident this gesture will be well-received by our valued customers", said Rashed Majed Alabbar, vice-president of product marketing for Etisalat.

The channels that have been added are MBC 1, MBC 2, MBC 4, MBC Action, MBC Max, MBC Drama and Al Arabiya. 

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Middle East Broadcasting Corp. (MBC), the region’s top free-to-air TV network, has launched yet another channel. Breaking with it’s ‘number-naming’ tradition, the channel is called MBC Action.

MBC Action will screen shows like Lost, Prison Break and any other series classified as an ‘action series’. And it will show action films like Blade 2 , Collateral Damage and DareDevils Live.

Marketing-wise, it seems MBC is refining its targeting, to offer a channel with a dominantly male audience, as it seems to have succeeded with the gender specific strategy of MBC4, which is aimed at women.

Mazen Hayek, MBC Group's marketing manager says it's a "natural progression" having served other audience segments, including kids with MBC3.

There’s an Arabic press release about it on MBC’s website.