MUMBAI: Zee TV USA, has announced its sponsorship of several California bridal events in 2010.

By throwing its Tiara into the bridal ring, the broadcaster has committed its full support of the International Wedding Festival, an unique celebration that caters to women all around the world.

Many brides currently look to South Asians for inspiration on decorations and wedding themes and this is the first time that Zee TV USA has represented South Asian culture for non Indian Americans.

Said California Bridal Events executive producer Kimberly Vaughan, “The International Wedding Festival is a bridal show that encompasses fashion designs, wedding providers, and entertainment from around the world. The announcement of Zee TV’s sponsorship is exceptional news, as it ensures a well represented presence for the South Asian community."

Adds Zee TV USA head of marketing Vibha Chopra, “We are proud to be a part of this year’s International Wedding Festival and look forward to working with California Bridal Events to take part in this inaugural years’ festivities."

California is a major component to Zee TV US’s expansion and commercial success. Earlier in the year, Zee TV US launched on cable platforms in several key markets including Time-Warner, San Diego and Comcast Northern California.

In partnership with California Bridal Events, Zee TV USA will be showcased on all marketing and promotional materials including print, radio, television and websites and will have a physical booth presence at upcoming shows.