Dubai One and twofour54 take TV and new media to next level with Peeta Planet

The 12x21 minute episodes of the pioneering TV show, commissioned by Dubai Media Incorporated (DMI), will be shot during March and May 2013 and start airing on Dubai One in April this year.

DMI has also commissioned 24x5 minute webisodes and a broad range of activities and content for social networks G+, Facebook and Twitter to support the series.

The pilot for this first-of-its kind interactive travel series was developed and supported by twofour54, a Media Zone Authority Company - Abu Dhabi, the Middle East's leading media and entertainment hub. intaj, twofour54's media production arm, handled the pilot's production and post-production.

They will also manage post-production of all the episodes on the new series. The brothers are executive producers and on-screen hosts, and the show is to be shot by an award-winning documentary film crew. Sponsors include Google and the Intercontinental Hotels Group (IHG).

The series has already created quite a buzz amongst online media communities as well as twofour54's creative lab community of 5000+ members. creative lab will be contributing their travel suggestions to the show and two creative lab community members will be given the opportunity to work as production assistants with Qabeela New Media as apart of a commitment by all to encourage emerging talent in media.

Peeta Planet, will take the Al Awadhi brothers to countries with a high concentration of social media including Singapore, Turkey, Ireland, Australia, Japan, South Korea, India, USA, Brazil, Saudi Arabia and the UAE, where they will meet with likeminded social media and creative change-makers, while taking suggestions from their followers on where to go and what to see - and even what to eat - from their followers on social media. The series is the UAE's first example of a new genre of television that is driven by social media.

Peyman and Mohamed Al Awadhi, said, "We have used social media to help build a client base for our Wild Peeta chain of shawarma restaurants. This series, the first to be made by our production company Qabeela, will take our social media experience to the edge of this new frontier in television. Viewers will have a voice in our editorial line-up and influence what they see on TV. We are really excited to see where our followers will take us and we feel it is a great way to show social media communities around the world what is happening in the Emirates at the same time."

Sarah Al Jarman, Channel Manager of Dubai One stated, "Introducing Peeta Planet to our programming portfolio reinforces Dubai One's commitment to providing quality, variety and original entertainment to our viewers while encouraging young Emirati talent. We really saw immense value in this project and have given it our full support. We believe in the dedication and enthusiasm that the Al Awadhi brothers' have for Peeta Planet and this is why we have chosen to partner with twofour54, in association with Qabeela, and have helped pioneer the first Emirati social TV show driven by viewer interactivity and social media. And now, more than ever, we see how traditional media can be taken to new heights through social media by creating quality content for both mediums."

Noura Al Kaabi, CEO of twofour54, commented, "For twofour54 this represents a major milestone in our support of young Emirati talent with innovative ideas that push the content creation and new media boundaries. We are therefore very pleased that we have supported the development of this new concept and are offering Qabeela New Media a home on our media and creative campus from which they will continue to grow their production business."

Al Kaabi continued, "It is significant that a major regional broadcaster such as Dubai One has recognized the broadcasting appeal and production value of the pilot that we've helped Peyman and Mohamed to produce. Having Google on board as a partner will reinforce the social media engagement of the series."