Financial Daily from THE HINDU group of publications
Saturday, Nov 12, 2005
Financial Daily from THE HINDU group of publications Saturday, Nov 12, 2005 |
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Marketing
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New Products & Services Zee announces launch of Zee Arabiya Vimala Vasan
Abu Dhabi , Nov. 11 ZEE Network has announced the launch of Zee Arabiya, a dynamic, unconventional new youth, music and lifestyle channel, which will cater to the Arab region's `international' yuppies and music lovers in English, Arabic, and other Asian multi-cultural programming mix. The channel, the first of Zee's customised bouquets for the Arab region, will be telecast across three satellites, through Nilesat, Arabsat and NSS, in a free-to-air format from this week. It is also available on the basic packages of E-Vision and Pehla platform, according to a statement from Zee TV made available to Business Line. Mr Yogesh Radhakrishnan, MD & CEO Real Media, said "The launch of Zee Arabiya is in line with our ambitious plan of positioning Zee Network as a family entertainment television network in the Middle East." The channel, uplinked through Samacom in Dubai, will help Zee Arabiya reach nearly 55 million households across the region with the digital footprint covering entire West Asia, North Africa, certain parts of lower Europe and Pakistan, said Mr Ron Kapadia, Chief Operating Officer. Moreover, the channel will be accessible to two million subscribers of Dish TV, Zee's DTH platform within India. While this is the first time that an Asian network has launched free-to-air channel in the region, the channel will also be the first to create entertainment software, which will connect immediately to the target audience's lifestyle. The programming will feature non-stop music blocks; interactive and SMS request shows; interviews with celebrities, entertainment news and vignettes that cover a wide spectrum of topics such as fashion, cars, holiday getaways, extreme sports, gaming, fitness, reality shows and upcoming concerts. The channel's commitment to the Arab region will be phased in investments of over Dh 105 million within the region.
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