Emirates adds Arabic IFE content from Watch

Emirates has entered into a partnership with the Watch video-on-demand platform, part of MBC Group, a Saudi Arabian media conglomerate, to deliver exclusive, premium content through its Ice (information, communications and air entertainment) IFE system.

Beginning in July 2022, the deal will see Emirates become the only channel to offer a range of Arabic programmes from the platform’s Original Witness Works and First Watch Shows, with 15 family shows spanning more than 135 hours. Passengers from around the world can enjoy the content, as the IFE system software can translate the programmes into a variety of languages.

Patrick Branelly, Emirates’ senior vice president of retail, air entertainment and communications, said of the deal: “We are excited to welcome the content of the world’s leading Arabic streaming streaming services on board, allowing passengers to follow all their favourite entertainment on board, just like they do at home. We look forward to developing the partnership and making more popular watch programmes and films available to our customers in the future.”

The content will include Egyptian, Saudi, Lebanese, Kuwaiti and other series productions, such as Machine Gun, Ward 6, Bab al-Hell, Dor al-Omar, Nimra Atnin, Doubt, Wall IV, Under Investigation, 2020, Frankly, Beirut Push, Songs of My Life, Kaf and Dufov, Flower Salon, and more.