Du made an announcement via email to its customers mentioning, “Starting from 20 August, the content provider will no longer offer ITV Choice (227) in the region. The channel will automatically be removed from your package. Sorry for the inconvenience.”
In November 2018, ITV had renewed its deal Du which offered the channel as part of its English package. The channel is available in parts of the Middle East, Africa, Asia and Malta.
ITV Choice is popular with British residents of the UAE, with its offering of UK programming produced by ITV Studios and other independent production companies. Among its offerings are as Emmerdale, Coronation Street, The Jonathan Ross Show, Doc Martin, The Chase and Tipping Point.