Etisalat has teamed up with LG to deliver its redefined eLife broadband content service to UAE homes via the Korean electronics giant’s smart TVs - marking a regional ‘first’ when the connected service is launched on 1 July.

The managed IPTV video-on-demand service, called ‘OnDemand’, will be available to subscribers through an LG smart TV without the need for a separate set top box, while the accompanying ‘OnWeb’ internet-based video service will be available free of charge for Etisalat’s fibre-connected residential customers. LG’s 42 inch LED smart TV and its 47 inch LED smart TV, however, carry a local price tag of UAE Dirhams 5,299 or 7,999 respectively.

Etisalat recently completed the full deployment of fibre to the home in Abu Dhabi, and will finish installing a high speed fibre network across all of the Emirates by the end of this year. Its impressive infrastructure was apparently key to LG’s decision to partner with the state-owned telecommunications operator.

“Etisalat continuously strives to leverage technology in order to provide a distinctive experience to its customers,” said Matthew Willsher, chief marketing officer, Etisalat. “We are very excited to be teaming up with LG to provide our customers with advanced services via a smart TV. We believe that this partnership and OnWeb service will create a new channel for providing our broadband customers with video content and apps.

“OnWeb services will facilitate the opening of new business avenues for content producers and broadcasters by creating unique ways that their content is presented to customers,” he added. “This service will also allow us to cater for our diverse range of customers and provide them the best of what they want to watch.”

K.W. Kim, president of LG Electronics Middle East and Africa said: “This strategic partnership between LG Electronics and Etisalat highlights the importance of cooperation in bringing technology and content together to provide users with a superior experience, while reducing the complexity and associated cost.”

LG’s smart TV platform provides customisable applications, social networking, a photo sharing service, the ability to browse the web through a point and click remote system and user interface, and to wirelessly stream content from PCs and other compatible devices for TV viewing. Plus, for subscribers of Etisalat’s on-demand service, thousands of movies, TV programmes and exclusive video content will be on hand from July.