|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,"
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
to launch localised channel in South East Asia
Sun TV, Astro Malaysia in $ 25 million JV; to launch Bengali channel
Astro to form JV for channels in South East Asia
enters into JV with Astro Malaysia for launch of two kids channels