e-junior goes HD on 12th anniversary

e-junior, the UAE's exclusive kids' channel on eLife, has transitioned to the High Definition (HD) platform to mark its 12th anniversary on air. Additionally, the channel has gained a new look to offer a fresh, interactive and appealing experience to young audiences.

As part of its 12th year celebration, e-junior has also put together new programming including a locally produced kids' cooking show 'Fast & Yummy' which will air every Thursday at 7:50 p.m. Highlighting healthy and delicious recipes for all occasions and seasons.

In the run up to the broadcast and as part of its efforts to build awareness about the new show, e-junior conducted a contest titled '12th Birthday Contest'.

The competition was run on the channel and website, inviting participants to design a special guest chef using e-junior's four mascots. The contest drew a phenomenal response.

The top 10 winners were invited to a special 'Birthday Party' at the L'atelier des Chefs in Le Meridien, Dubai. The winners also received gifts from leading children's brands Toys R Us, Hello Kitty, Staedtler and Crocs.

Fatiha Bensalem, Sr. Manager, e-junior, said, "In today's entertainment scene, HD is regarded as a significant driver of viewership, making it a priority for us to continue expanding our offering in this space. Our move to HD reflects our commitment to identifying and responding to audience needs in line with their changing preferences."

"I thank our young viewers for their loyalty, constant feedback and appreciation, without which our substantial growth would not have been possible. Moving forward, e-junior will continue to invest in upgrading the channel to provide customized and more relevant content that educates even while offering limitless entertainment. The newly launched kids' cookery show is a step in this direction," she added.

Since its roll out in 2001, e-junior has been rated as the most viewed kids channel in the UAE and kept its 'number one' in the kids' channels category in the region, according to Etisalat's TV Viewership Rating Statistics. This information was extracted from Etisalat's state-of-the-art Audience Measurement System across customer base on the IPTV network.