Prince Alwaleed bin Talal, chairman of Kingdom Holding Company, is to launch an Arab satellite news channel on Feb. 1, vowing to “break the mold” in a crowded field.

Bahrain-based Alarab News Channel, broadcasting in Arabic, said Monday it would usher in “a completely new style of news programming in the Middle East and beyond.”

With a core focus on news, the channel will cover politics, business and social affairs in addition to travel, sports and culture, said a press statement.

The region’s leading business news will be delivered through its cooperation agreement with Bloomberg, which will provide information to the region’s business community, it added.

Using expert opinion from renowned guests and never-before-seen social media interaction with its viewers, Alarab will deliver news through a creative and pioneering approach, it explained.

This was announced at a press conference chaired by Fahad AlSukait, chairman of the Board and CEO of Alarab with Jamal Khashoggi, general manager of the channel.

A full update on the channel, the management, the technical capabilities and a brief overview of the programs of the channel was shared with the attendees, who also had an exclusive tour of the studios.