UAE operator Etisalat has strengthened its multi-play services offering by signing a strategic partnership with Middle East broadcasting firm Abu Dhabi Media.

The operator’s eLife service provides consumers with TV and fixed broadband and voice services and  Etisalat recently enhanced the offering by enabling customers to watch TV content on tablets, PCs and smartphones using wifi or Etisalat’s LTE service.

The partnership with Abu Dhabi Media sees the operator’s customers benefit from access to on-demand content including series, cultural programmes, documentaries and talk shows across the devices they own.

Abdul Hadi Al Sheikh, executive director of Digital Media Services at Abu Dhabi Media, said:  “We always strive to provide the best content to our viewers via a selection of different platforms so that programmes and shows are available anytime and anywhere.”

Earlier this month, Etisalat called on vendor Alcatel-Lucent to extend its LTE coverage in the UAE. The deal will see Alcatel-Lucent support Etisalat’s plan to cover 99 per cent of populated areas in the UAE with LTE services by 2015, including indoor coverage in buildings, shopping malls, stadiums, airports and other densely populated areas. The vendor will also upgrade Etisalat’s 2G and 3G network.

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