Explaining why Emirates is entering the reality show arena, Sheikh Majid Al Mualla, Emirates’ Divisional Senior Vice President, Commercial Operations, Centre, said: “This is the first time the airline has been involved with a reality show sponsorship on this scale in this region. Arab Idol is hugely popular, inspirational and thoroughly entertaining. It connects us to the very heart of people’s musical passions. At its core, Arab Idol is about providing talented people with the opportunity to discover new horizons, and this is very much in line with Emirates’ Hello Tomorrow brand proposition.”