(ANSAmed) - DUBAI, MAY 7 - At 8pm yesterday, Syrian anchorwoman Rita Malouf appeared on the screen in a red suit whose colour matched her lacquered nails and welcomed the 50 million families potentially watching her all over the Middle East and North Africa and officially started the broadcasting of Sky News Arabia, the new Arabic language all-news channel. The issue of the first report marking the debut of the new channel was the outcome of elections in France and the fall of President Nicolas Sarkozy. The new channel, a joint venture between Abu Dhabi-based Media Investment Corporation (ADMIC), a private investment company owned by Sheik Mansour bin Zayed and British Sky Broadcasting (BskyB), is aimed, according to its Chairman, Sultan Al Ahmad Jaber, ''to answer the need of independent, top-level news coverage'', which is set to become ''a real icon for objectiveness of news''. The network's Director, Nart Buran, also stated that he is ''convinced that this is set to be a milestone in the Arab world's journalism''. The Abu Dhabi-based satellite TV, with more than 12 international bureaus and 400 journalists and producers, is a direct competitor with two other giants of TV journalism in the region: Al Jazeera and Al Arabiya. Al Arabiya, owned by Saudi MBC with headquarters in Dubai, has its stronghold in the Gulf countries' audience, especially the UAE and Saudi Arabia, while most of the audience of the Qatar's TV is based in Maghreb, especially in Morocco, according to data of the latest Arab Media Outlook. In addition to the two historical broadcasters, Alarab, another 24-hour all-news channel founded by Saudi prince and tycoon Al Walid bin Talal, will start broadcasting in Bahrain by the end of the year. On a larger scale, Sky News Arabia, which broadcasts both by cable and by satellite, adds to the already existing 538 free Arabic language channels available in the MENA region. The competition (especially regarding breaking news, which is the main method and philosophy of all-news channels) will probably be tough. Comments by communication experts, which appeared on newspapers this morning already, report that the ''fast and first'' (as the new channel defines itself) Sky News Arabia is doomed to ''failure if it is to be only another news channel without acquiring a specific identity targeted to a specific share of audience''. (ANSAmed).