E-Vision, a rapidly developing digital cable TV system, yesterday launched E-Junior, a new channel for children. E-Junior is the first channel designed for children up to the age of 13. It is available in Arabic and English and aired free to E-Vision subscribers.

Chief Executive Humaid Rashid Sahoo formally inaugurated the channel by cutting a cake during a children's carnival at the Magic Planet Golf Course at the Deira City Centre. Sahoo said, "The arrival of E-Junior is a very significant development for E-Vision and for all families in the UAE, whatever their nationality. It is the culmination of a huge amount of work by our team over the past year and we are very proud of the result.

"We have developed programming and timings based on detailed research into what programmes UAE families and their children want to watch and when they want to watch them. This is a first for the UAE and the result is that E-Junior is a top-quality television channel delivering excellent programmes to people at times that suit them."

E-Junior will broadcast between noon and 8pm on weekdays and 10am to 8pm on weekends. Programmes on E-Junior will include favourite titles such as "Barney", "Little Lulu", "Woody Woodpecker and Friends" and "Arthur", along with brand new programmes such as "Toad Patrol", "Bob the Builder", "Dragon Tales", "Pippi Longstocking", "Weird-ohs" and "Monster by Mistake".

Sahoo said, "We will connect every household to the E-Vision network within five years."Sahoo also hinted that a new channel of interactive games for children is taking shape and will materialise soon. Sales and Marketing Manager Rashid Ali said the company is running a promotion to increase viewership, called "40 for 40". "Under the scheme, you can subscribe to our basic package of 40 channels with just Dh40 a month. E-Junior is part of the package," he said.