Television

Zee’s healthy gift to Middle East

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MUMBAI: If one thought that Zee Entertainment Enterprises (Zeel) is all about drama and movies, then it is high time one turned the pages of history.

Almost seven years know, Zee Networks but with a lifestyle channel, christened Veria Living, with the aim to provide a one-stop solution for those who seek overall wellness and healthy living guidance right from their home.

Launched first in USA, it later made its presence in other parts of the countries, more recently in the Middle East and North Africa (MENA) region in the month of May.

In a statement issued by the group on the launch of Veria for the Middle-East region, Essel Group chairman Subhash Chandra said: “After a successful launch in USA and Indonesia, we bring Veria to the people of the Middle East. The essence of this channel reflects every individual's desire to enhance their outlook in life by augmenting the physical, emotional, mental, and spiritual facets in their beings. Veria will serve as a one-stop solution for all those seeking overall wellness and healthy living guidance right from the comfort of their homes."

A free-to-air channel features a wide range of shows focusing on such areas as food and nutrition, travel, exercise, alternative medicine and holistic health to redefine common perceptions about wellness.

 “But the content will be slightly modified keeping the Arab audiences in mind”, says Zee Network CEO (MENAPT) Mukund Cairae: “For Arab audiences, we can’t showcase content the way we air it in USA. So we do edit things that we feel is not suitable for Arab audiences.”

Veria is aired on Nilesat in English with Arabic subtitles across the Middle East and North Africa region.

Cairae further reveals that, to get more viewers on-board, the channel is looking at creating fresh content. “We are in talks with Yoga companies to get the Arabic content on-board.”

“"The core idea behind the creation of such a unique product is to help people realize that wellness is a celebration of life itself". “At Zee, we constantly strive to provide our audiences with new, exclusive content and programs and we understand our audience's growing interest in maintaining an active and balanced lifestyle,” concludes Cairae.

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