Zee Network has announced the launch of its new channel, Zee in Indonesia. The channel will be dubbed in Bahasa, the local language. This is a first for Zee Network as this channel will appeal to the local audience in their language. The commercial launch of the channel in a package, was on March 1, 2006. The dubbed channel will be telecast from March 13, 2006. Astro Nusantara hopes to reach 3.5 million subscribers in Indonesia in the next 3 years with the channel in their basic line up.
Simultaneously, another one hour band will be telecast in Malaysia to 1.7 million households with sub-titles in Bahasa. This will be available on Astro Prima (the local Astro channel) as a band until Measat 3 is launched. On the launch of Measat 3 (tentatively in August 2006), the entire channel Zee will be available with sub-titles to the Malay audience.
Speaking on the launch, Dheeraj Kapuria, CEO, Zee International Operations, said, “We take great pleasure in announcing Zee in Bahasa. We are optimistic about the popularity of this channel, as our viewers in Malaysia and Indonesia will now be able to enjoy the content on Zee in a language they can easily comprehend.”
The channel’s content will be sourced from the vast and rich Zee TV library, which 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.
Content from the Indian sub-continent, such as top Bollywood movies, have enjoyed high ratings in this region. The Zee channel promises exciting programmes of various genres, which include top Hindi soap operas, drama serials, blockbuster movies, lifestyle, entertainment and musical programmes.
With total subscriber base of more than 1.7 million, Astro has the expertise and experience in local content creation, having produced 1,292 hours of content and 7,061 hours of subtitling last year alone, including successful production of the hugely popular Akademi Fantasia, a reality-based talent programme, Miss Astro Chinese International Pageant and the International Tamil Film Awards.