Showtime fully switched on

The process started in May 2004 when their new premises were inaugurated, after which a carefully phased plan has seen the network transfer resources, equipment and the whole management and production team to the UAE's first media free zone.

Now boasting a full time staff of over 500 people drawn from 45 countries, Showtime say they are one of the largest employers in the Middle East's media industry.

The motivation behind the decision to consolidate Showtime's head quarters in Dubai was largely driven by a desire to be closer to the 22 markets in which they offer 50 channels of entertainment, 75% of which are exclusive to Showtime. Whilst London remains one of the entertainment capitals of the world, the move to Dubai is a reflection on the company's desire to identify more strongly with the multi-cultural, cosmopolitan subscriber base.

Commenting on the move Peter Einstein, Showtime's CEO said that "we will maintain a presence in London and have a network of contacts throughout the world, especially in Hollywood where we secure much of our programming. In fact, Showtime has such respect amongst most major international studios such as Universal, Dreamworks, Sony and Paramount that we are offered programming well before our competitors; this is a real advantage for our customers."

Showtime's immense buying power and influence is reflected in the fact that the network offers subscribers 16 movie channels. They are also keen to point out that in an increasingly competitive market, versus free to air channels, that 70% of their movies premiering for the first time on television on the Movie Channel are ranked in the Top 100 worldwide box office grossers in the year they were released in cinemas.

From a subscriber point of view, Showtime has always provided access via telephone service centres firmly established in Saudi Arabia, Egypt and the UAE. Einstein pointed out that "these centres will be given even greater support from the head office, providing more training on a very regular basis to its staff."

He added that whilst setting up Showtime's headquarters in Dubai was an important part of the long term business plan, so too is the expansion in Showtime's retail network. "By the year end we are planning on having 69 outlets operating in some of the most accessible shopping malls in the region, from Dubai's gleaming new Ibn Battuta mall to 20 outlets in KSA and our flagship outlet in Cairo's Heliopolis."