Zee, Astro in deal for localised S-E ASIA channel

MUMBAI: Malaysia's multi-channel pay TV operator Astro is working out arrangements with different Indian companies to produce local content for its direct-to-home (DTH) subscribers. The latest is with Zee Network to launch a new dedicated channel with Hindi content, for its Indonesian, Malaysian and Brunei audiences.



The channel's content will be sourced from Zee TV, Zee Cinema, Zee Music and Trendz, Zee Telefilms Ltd chief executive officer - International Operations Dheeraj Kapuria tells "We will provide content from the library as well as have fresh content," he adds. The content will be localised with Bahasa Indonesia dubbing and Bahasa Melayu subtitling, to reflect the different language, lifestyle and viewing habits of the audiences in the three countries.

The channel, to be called Zee, is planned for launch on 1 December. It will have a movie every day, five hours of music programming, half hour of content from Trendz and the balance programming from Zee TV, says Kapuria.



Viewers of the specially packaged channel will be treated to fresh programmes with 37 hours per week of Bahasa Indonesia audio track and 54 hours per week of Malay subtitles.

The channel will be uplinked by Zee Telefilms and downlinked in Kuala Lumpur by Astro for turnaround to Indonesia, Malaysia and Brunei. "We will have a revenue sharing arrangement with Astro," says Kapuria.

With total subscriber base of more than 1.7 million, Astro has produced 1,292 hours of content and 7,061 hours of subtitling last year alone, including production of the popular Akademi Fantasia, a reality-based talent programme, Miss Astro Chinese International Pageant and the International Tamil Film Awards.

Zee Network has always endeavored to localize and customize its content to suit the specific demands of each country with individual feeds of its channels for each region. This channel customization is brought to a new level with the dual-language customization for three different markets, the company says in a release.

Adds Kapuria: "Zee has always taken pride in being the first to reach out to global audiences with great entertainment from India. With this initiative, our Indonesian, Malaysian and Brunei viewers will be able to enjoy our shows better, because our content that is already popular, will now be in a language they can understand."

Remarks Astro director of programming Zainir Aminullah: "Astro always strives to bring relevant content to our viewers and this has been achieved through strong local content strategy and localization of International Channels. This partnership with Zee Network that will produce a new customized Hindi Channel will substantially increase the appeal of our service in growing our subscriber base, as well as create differentiation in driving our new market in Indonesia."

Astro has already announced joint ventures with Sun Network, NDTV and UTV.

Latest Reads
Sun TV, Star Maa only non-Hindi GEC channels in across genre list

For the second consecutive week in a row, the Sun TV Network’s flagship Tamil GEC and Star India’s flagship Telugu GEC Star Maa were the only non-Hindi GEC channels in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genre.

Television TV Channels Viewership
Infotainment genre’s steady shift towards localisation

It’s home! That’s the cry that almost every broadcaster is uttering today when it comes to wooing viewers with content. Even as kids’, lifestyle and GECs are witnessing an uptake in local content, the infotainment genre isn’t going to be left behind.

Television TV Channels Specialised and Niche
Amazon most advertised brand in BARC week 41

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 6-12 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

In the Bengali space, Jalsha Movies and Colors Bangla swapped their third and fourth positions in BARC data week 41. No changes were observed in the Bhojpuri, Kannada and Marathi segments. Moreover, Gemini TV and Zee Telugu swapped their second and third positions in the Telugu sector. Flowers TV...

Television TV Channels Viewership
Anil Ambani’s Reliance sues NDTV for Rs 10,000 cr

NDTV has been sued for Rs 10,000 crore by Anil Ambani's Reliance Group in an Ahmedabad court for its reportage on the Rafale fighter jet deal. The lawsuit is filed against NDTV's weekly show, Truth vs Hype, which aired on 29 September.

Television TV Channels News Broadcasting
Republic TV leads English news genre in BARC week 41

Republic TV continued to lead the English news genre as per All India BARC data week 41. No changes were noticed this week in the English business news genre. Aaj Tak maintained its lead across every Hindi news genre for yet another week. Hindi news urban genre remained unchanged. Zee News dropped...

Television TV Channels Viewership
Star Utsav bags leadership in GEC (U+R) in BARC week 41

Star Utsav and Zee Anmol swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 41 of 2018. Star Plus and Big Magic exchanged their eighth and ninth positions in the rural market. Star Bharat and Sony Sab swapped their fifth and...

Television TV Channels Viewership
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories