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MUMBAI:
Zee Entertainment Enterprises (Zeel) is stepping up its localisation
drive in the Middle East. The Subhash Chandra-promoted company
is planning to invest $100 million in Zee Alwan, its second
Arabic channel in the Middle East.
Zee
Aflam, Zeel's first Arabic channel, has already turned operationally
profitable. The dedicated movie channel beaming Bollywood
films dubbed in Arabic, will complement Zee Alwan in tapping
the growing $2 billion television advertising market in the
Middle East.
Zee
also plans to launch three channels for the Middle East market
over the next five years as part of its global expansion strategy
to leverage the growing popularity of Bollywood and Indian
television content among Arab audiences.
Zee
Alwan will have over 180 hours of original programming monthly
with three Arabic series offered on the free-to-air channel.
The programme roster also includes popular Indian serials
that have been dubbed in Arabic, in addition to lifestyle
shows including cookery, yoga, and travel.
Zeel
MD and CEO Punit Goenka said, “As a part of our global
strategy, Zee Alwan is a step towards strengthening our presence
in the Middle East. After the success of Zee Aflam, this new
channel will help us to further consolidate our share and
enhance Zee’s reach.”
Zee
Alwan will air shows like Hindustani (Saudi Arabian musical
and comedy show), Banat Al Alilah, and Banaat Al Jameaa. The
Indian serials that have been dubbed in Arabic for Zee Alwan
include Malekat Jhansi, Alwa’ad and Lalli. The lifestyle
shows that will be aired on the channel are Indian chef Sanjeev
Kapoor’s Konooz Khanaa, Yoga for You and Full Circle.
“Zee
Alwan has received overwhelming response from Arab audiences
across the Gulf region, particularly in the UAE and Saudi
Arabia following its soft launch. With the grand roll-out,
we are further strengthening the programming of Zee Alwan,
with a focus on providing original Arabic content. Zee Alwan’s
niche of providing exclusive Arabic series – produced
in the Gulf region as well as the dubbed Indian productions
– sets a new trend in family television entertainment
in the Middle East,” said Zeel CEO–Middle East,
North Africa and Pakistan Mukund Cairae.
The
channel, transmitted from Dubai, with an operational office
in the Kingdom of Saudi Arabia, can be accessed through frequency
12417 on Nilesat and 12111 on Arabsat.
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