Zee to invest $100m in second Arabic channel
Dubai, September 9, 2012
Zee Entertainment Enterprises, today announced a $100 million investment in Zee Alwan, the second Arabic channel by Asia’s largest television provider, which marks its grand launch on September 12.
Zee Alwan will have over 180 hours of original programming monthly with three Arabic series offered exclusively on the free-to-air channel.
The programme roster also includes popular Indian serials that have been dubbed into Arabic, in addition to a range of lifestyle shows including cookery, yoga and travel - all carefully structured to appeal to Arab audiences.
Mukund Cairae, CEO – Middle East, North Africa & Pakistan, Zee Entertainment Enterprise, said: “Zee Alwan has received overwhelming response from Arab audiences across the Gulf region, particularly in the UAE and Saudi Arabia following its soft launch. With the grand roll-out, we are further strengthening the programming of Zee Alwan, with a focus on providing original Arabic content. Zee Alwan’s niche of providing exclusive Arabic series – produced in the Gulf region as well as the dubbed Indian productions – sets a new trend in family television entertainment in the Middle East.”
He added: “With Zee Alwan, we are also creating a new platform for talent collaboration between the Arab world and India. This will benefit the creative community in the region, and add to the historic cultural linkages that have existed between Arabia and India for over several centuries.”
Zee Alwan follows the launch of Zee Aflam, a dedicated 24x7 movie channel beaming Bollywood movies dubbed in Arabic. The two Arabic channels underline Zee’s long-term commitment to the Arab world and to leverage the growing popularity of Bollywood and Indian television content among Arab audiences.
Patrick Samaha, VP - marketing & sales of Zee Alwan and general manager of Zee Aflam in the Middle East, North Africa & Pakistan, said: “The launch of Zee Alwan sets a new benchmark for the Arab television industry, as it focuses on offering wholesome family entertainment. Providing opportunity for several Arab creative professionals to showcase their talent to a wide audience, Zee Alwan’s USP is its content - ranging from family serials to lifestyle shows for women, youngsters and the entire family.”
Zee Alwan’s line up of Arabic serials include the hugely popular Hindustani, the first Saudi Arabian musical and comedy with a prominent cast, making its first and exclusive free-to-air channel telecast. Other Arabic serials, also to be telecast exclusively on the channel, include the Khaleeji series Banaat Al Jameaa, depicting the story of life after high school and the advantages and disadvantages that young men and women endure at school and within their families; and the Syrian drama Banat Al Alilah, a tale of a guarded secret shared by an aunt and her niece. – TradeArabia News Service