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Our Bureau

Mumbai , Nov. 9

ZEE Network today announced the launch of Zee Arabiya, a music and lifestyle channel.

The channel will cater to music lovers in English, Arabic, and other Asian multi-cultural programming mix. It is the first of Zee's customised bouquets for the Arab region and will be telecast across 3 satellites, through Nilesat, Arabsat and NSS, in a free-to-air format from November 9. It is also available on the basic packages of E-Vision and Pehla platform, Zee said in a news release.

The channel's commitment to this region will be phased in investments of over Arab Emirates Dirham 105 million ($29 million) within the region.

"The launch of Zee Arabiya is in line with our ambitious plan of positioning Zee Network as a leading quality and family entertainment television network in the Middle East," the release said quoting Mr Yogesh Radhakrishnan, MD & CEO Real Media.

"Arabic music and lifestyle has always been popular with Asian and Western audiences, but they did not have an opportunity to see the entertainment mix that this region has to offer," the release said.

Zee Arabiya is expected to reach 55 million households across the region as it is being uplinked through Samacom in Dubai.

The digital footprint will cover the entire Middle East, North Africa, certain parts of lower Europe and Pakistan, the release said quoting Mr Ron Kapadia, Chief Operating Officer, Zee Arabiya.

The channel will also be accessible to 2 million subscribers of Dish TV, Zee's DTH platform within India.

The programming will feature non-stop music blocks; interactive and SMS request shows; interviews with celebrities, entertainment news and snippets covering topics such as fashion, cars, holiday getaways, extreme sports, gaming, fitness, reality shows and concerts.

"Zee has already received huge response from advertisers targeting youth from various companies in the FMCG, automobile and banking industries,'' the release said.

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