Verse, variety and reality -- that's the magic mix in the elixir Abu Dhabi TV has concocted to relaunch itself as a major pan-Arab broadcaster.
First taste of success was "Prince of Poets," a kind of "American Idol" for Gulf region poets that in its first season last year drew millions of eyeballs, scored ratings that overtook those of soccer and was hailed as one of the most successful Arab television shows ever.
Nashwa Al-Ruwaini, chief exec of Pyramedia, the production company behind "Poets," promises an even brighter second season with participation stretching beyond the Gulf into the entire Arab world.
"The auditions tour around the region (has further) spread the word about the program," Al-Ruwaini tells Variety, adding that more than 10,000 poets auditioned for the second season, set to air in June.
The interactive nature of the show, she believes, fueled participation "and a sense that everyone had a stake in the program."
The revamp of Abu Dhabi TV, the national station of the emirate, is part of the government's effort to establish itself as a cultural center, even as fellow emirate Dubai forges ahead as a regional hub for media, construction and finance.
"The ambitions of the Abu Dhabi Media Co., of which Abu Dhabi TV is a part, start at home in the UAE and expand well beyond regional borders," says Abu Dhabi TV exec director Karim Sarkis. "These ambitions will be expressed through a variety of brands in television, newspapers, magazines and digital media. The ongoing efforts at Abu Dhabi TV are only the beginning of the journey."
Abu Dhabi officials have signed multimillion-dollar deals to bring local versions of the Guggenheim and Louvre museums to Abu Dhabi. In September they inked a multibillion-dollar multimedia deal with Warner Bros. that includes film and vidgame production plus the creation of a theme park and hotel.
Money is no object -- Abu Dhabi is reputedly the richest city in the world, its wealth largely springing from oil.
And it is on a "Ton of Cash" that Abu Dhabi TV is now relying for the next phase of its transformation.
The station commissioned Dutch-based production giant Endemol to create the reality-based adventure show, which will see two teams competing in a grueling race across both the UAE and Oman.
Each team will carry a "Ton of Cash": Their goal is to keep most of it and to beat the other team to the final destination.
Pyramedia, which along with the Abu Dhabi Authority for Culture and Heritage has been one of the main sources of programming for Abu Dhabi TV, promises even more innovations.
"We have optioned several formats that work very well with local subject matter," Ruwaini says, declining to elaborate until deals are signed.
"Stay tuned, because the programs we are developing will be the next great hits in the region," she promises.
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