James Cameron inspires new dimension for Arabic media

Media Summit special: Inspired by James Cameron more regional companies look to 3D to add a new dimension to their growth - with video.

With the technology now widely available, regional broadcasters are looking to increase their 3D programming. Sean Gallup / Getty Images

Middle East media companies are looking to offer more 3D films and TV in a trend that could revolutionise the region's media.

After the opening discussion of the Abu Dhabi Media Summit in which the Avatar director James Cameron outlined the value of 3D, media executives say they are ready to strike deals in film, online and mobile media.

The pan-Arab broadcaster MBC Group is to start work on an Arabic-language film in 3D based on classic stories from the region.

"I totally believe 3D is the future but I hope the next thing we see is Arabic features in 3D," says Sheikh Waleed bin Ibrahim al Ibrahim, the chairman of MBC Group.

MBC is in the process of looking for partners to create several 3D films to be based on the stories from 1001 Arabian Nights, such as Aladdin.

"From an Arab perspective, this is something we are looking forward to do," Mr al Ibrahim says. "We are talking about it now and we will definitely be following up later."

The pay-TV operator Orbit Showtime Network (OSN) launched 3D content through its video on demand service last December.

David Butorac, the chief executive of OSN, says the broadcaster plans to increase the amount of 3D films it offers, according to consumer demand.

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"Certainly there is interest," Mr Butorac says. "We've launched our first sporting event, which was the 3D [Ultimate Fighting Championship], which is on the box now.

"And we've got more movies coming up. We've got Piranha, which is going to be fascinating in 3D because it's the biggest-grossing 3D movie of late in the US.

"We'll download fresh content every month and we will continue to increase the amount of content. There's no question that there is going to be demand, we just have to keep pace with that demand."

Mr Butorac says 3D technology is still in its infancy with special glasses needed, but TV sets that don't require glasses are in the pipeline.

"Until we get to that point, it's still going to be a niche rather than a mass product," he says.

Having offered last year's Fifa World Cup in 3D, the telecommunications operators Etisalat and du are also planning new or extended 3D entertainment broadcasts.

Anayou, a platform launched by du in October, offers social networking, applications, games, music and 3D movies in English. The group is looking for partners to expand these services.

Osman Sultan, the chief executive of du, says the rise of 3D will shift on to computers and mobiles.

"For the moment, the technology will need not depend on us but if technology is made practically available, we are more than ready to increase 3D," Mr Sultan says.

Nielsen's "How People Watch" report last summer showed consumers in the Middle East, Africa and Pakistan are more interested in 3D services than westerners.

The report found Middle East residents are more than twice as likely to own or be interested in buying a 3D TV than people in Europe and North America.

There is clearly demand for 3D services in the region, Mr Sultan says, but the challenge for telecoms companies would be to build the right "end to end chain" that creates value for customers.

"We have three screens - mobile, computer and the big screen - and more and more what you have behind that is internet protocol," he says. "The world of these three screens is becoming one."