UAE telco Etisalat has signed a deal with creative development agency twofour54 to make locally created films available through its video on demand platform.
Under the agreement, 40 films and music videos which have been produced by twofour54's creative lab are through the eLife OnDemand service, as well as Etisalat's eLife Video Packs.
The move is intended to increase exposure for locally created content.
Maryam Al Mheiri, chief operating officer, twofour54, said: "twofour54's creative lab intends to support young talents and provide them with opportunities to develop their skills and experiences through the appropriate media platforms. As a result, we have witnessed great strides in the output of quality of content delivered by our young creative talents.
"This initiative is an opportunity for aspiring filmmakers to highlight their creative work through an established platform, showcase their projects to broader audiences, and motivate others to explore their creative potential."
"twofour54 creative lab's films can now be accessed on Etisalat's VOD which is testament to the quality of work our members are achieving and we look forward to continuing our relationship with Etisalat and bringing high-quality, home-grown content to the audience," she added.
Etisalat's vice president of Home Services, Rashed Al Abbar, added: "As well as delivering top class TV content and entertainment to homes in the UAE, Etisalat is actively seeking new means of supporting the community of local artists and filmmakers. Through our wide reach in the UAE, we are excited about introducing a new platform for award-winning homegrown talent to show case their skills and creativity. Overall, our partnership with twofour54, one of the leading media hubs in the UAE, helps promote locally produced content and enhances the UAE's film industry."