Abu Dhabi Media Company announced a deal yesterday with Humax, a Korean provider of set-top boxes, to handle the supply and sale of high-definition set-top boxes for the deployment of the English Premier League in the region. This is the another step in the company's unveiling of its strategy to deliver the league matches, starting this August, via three platforms: HD set-top boxes, IPTV and broadband internet streaming. No prices yet, or details about the other two formats, but for those out there who thought this whole set-top box plan was essentially a game of commercial chicken, this deal proves it's not. ADMC -- which owns and publishes The National -- now officially has skin in the satellite pay-TV game.