AUS and Etisalat showcase young filmmakers and video journalists

Etisalat, the UAE's largest telecommunications service provider and American University of Sharjah (AUS), the main provider of premier American style higher education in the region, have teamed up to spotlight films and news features produced in the UAE. ELife OnDemand, Etisalat's video on demand (VOD) platform, will add a variety of short films and video news features produced by Mass Communication AUS students, for subscribed eLife viewers. The university's Department of Mass Communication has earned an enviable reputation throughout the country for the quality work produced by its students. The videos will also be available to Etisalat's customers subscribed to eLife Video Packs.

The content agreement signed between the two organisations recently is the region's first-of-its-kind initiative, aimed at encouraging and showcasing young, university-level filmmakers and video journalists. 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.

"AUS has a great reputation for producing some of the best student films in the country," said Dr. Björn Kjerfve, Chancellor of AUS. "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."

Dr. Mahmoud Anabtawi Dean of the College of Arts and Sciences said the project will enhance AUS's 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 commented.

Rashed Al Abbar, Etisalat's Vice President of Home Services, said, "We're 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 American University of Sharjah by showcasing their work. It is both exciting and rewarding to be part of the UAE's growing creative landscape within the international circuit."

Etisalat's eLife TV launched OnDemand, its VOD service in 2011 with 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.

AUS Mass Communication students contributing to this collaborative video partnership study Journalism, Public Relations, Advertising and General Mass Communication. The Department of Mass Communication has some of the finest faculty and maintains modern design and video production facilities.