"Like this image of Arabian stallions at full gallop, the new Alhurra Arabic-language television network is off and running this week with news coverage beamed at the Middle East, despite significant competition and mounting controversy," Television Week writes. Top branding and advertising specialists hope their work for the US-funded Alhurra [3] ("The Free One" in Arabic) will grab the attention of Arabic viewers, already skeptical of the network's content. Middle East Online [4] reports that the United Arab Emirates newspaper Al-Khaleej said, "If US policy in the region were healthy and convincing, they would not resort to cosmetic means to improve their image." The Broadcasting Board of Governors, which oversees the new satellite channel as well as Voice of America and Radio Sawa, says its latest project -- costing $62 million in its first year -- will provide independent news and information. Reuters [5] reports Alhurra's slogan running between programs says, "You think, you aspire, you choose, you express, you are free. Alhurra, just as you are."