DUBAI'S ATTRACTIONS TO BE AIRED ACROSS THE UK TO A PRIME TIME AUDIENCE OF 26 MILLION VIEWERS

Dubai's attractions as a tourist destination will be aired to a prime time audience of more than 26 million viewers across the United Kingdom following the successful completion of a familiarization visit hosted by the Government of Dubai's Department of Tourism and Commerce Marketing (DTCM).

The Dubai feature will form part of the 7th holiday series Pacio that is produced by HTV for Channel-4 in Wales (S4C) in Welsh. It will also be broadcast on S4C Sky digital for the UK viewers in English.

"A holiday feature on Dubai will reinforce the message that the emirate is a top class luxury sun destination and spread greater awareness about our attractions among the British and Welsh audience," said DTCM Director General, Khalid A. bin Sulayem.

"Moreover, the programme is scheduled for a twice weekly broadcast on two different time slots at 6.30 PM and 8.30 PM to home in on off-peak as well as peak time viewers marking it out as a very good promotion for Dubai," Mr. bin Sulayem stressed.

DTCM executives prepared a wide-ranging itinerary for the visiting crew that included an all-encompassing tour of the city and its unique attractions. The tour culminated with a desert safari and dune dinner complete with barbecue under the stars.

Carlton TV owns HTV. Carlton with its regional licenses accounts for 40% of ITV (Britain's commercial network). Nearly half of Britain's population of approximately 26 million is reached through its regions - Carlton London, Central, West Country and HTV.

HTC is unique among ITC licensees providing two separate and distinct programme services, one for the region of Wales and the other for the region of West England, simultaneously meeting the preferences of these two audiences. The Dubai feature is scheduled for a broadcast in mid-February and will have a total on-air time of six minutes. In addition to the onscreen exposure, viewers can get further information about Dubai by viewing S4C's Ceefax and Internet pages. S4C's press office also publicizes each episode in the national press.