The World: Dubai - Al-Jazeera hires TBWA arm to launch English channel

The Arabic satellite broadcaster Al-Jazeera has appointed a TBWA offshoot to advertise the launch of the broadcaster's 24-hour English-language channel, Al-Jazeera International.

TBWA\Raad, a Dubai-based subsidiary of the Omnicom-owned network, will be in charge of global advertising for the launch of the channel, scheduled for spring 2006.

The agency will also provide support to the channel's senior executives at the company's four broadcast centres in London, Washington, Kuala Lumpur and Doha, Qatar.

Al-Jazeera has been in talks with the veteran broadcaster David Frost, with a view to signing him to the channel, and has poached numerous staff from the BBC, ITV and Sky News.