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Indian
spiritual channel Aastha will soon be spreading its wings
to the UK, USA and Canada.
According to Kirit Mehta, promoter of CMM Broadcasting Network
Limited, which runs the digital channel: "Plans are at an
advanced stage to distribute Aastha channel in the UK, USA
and Canada, since there is much demand for this channel
in these countries."
"Currently
these three countries are not being covered through the
present global beam of Thaicom-3. Several interested parties
from these countries have approached us with telecast offers,
after we telecasted a few live programmes covering these
regions.
"We
are also in the process of turning the Aastha channel into
a pay service by teaming up with DTH and multiple system
operators in these countries as well as in countries which
are presently being covered through Australia, New Zealand,
South Africa, West Asia, Hong Kong, Singapore, Mauritius,
Maldives and Sri Lanka."
In
India, Aastha has a higher viewership than CNBC, CNN, Hallmark
and Jain TV, a company release states. Most of these numbers
however, are not in the cities but come from the rural populace.
On
the international arena, CMM Music, the other channel under
the CMM label, claims higher viewership than rivals Zee
Music, B4U and Channel V.
Aastha
and CMM Music have a programme library of over 8,000 and
4,000 hours respectively, the release says.
CMM
has also announced that Ernst & Young has been appointed
to value the intrinsic worth of the channels. The company
is hopeful that the valuation exercise will help rope in
more strategic investors.
If
this happens, the channels will be able to make good on
their aggressive expansion plans.
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