Zee Network has tied up with Malaysian multi-channel pay TV operator, Astro, to launch a dedicated 24-hour entertainment channel for its Indonesian, Malaysian and Brunei DTH service.
The customised Hindi channel, named Zee, will be launched on December 1, 2005. The content for the channel would be sourced from the Zee TV library, which would be dubbed in the Bahasa Indonesia language, with subtitles in Bahasa Melayu, to reflect the different language, lifestyle and viewing habits of the audiences in the three countries, Zee Telefilms said in a statement.
The new channel will telecast programmes of various genres, including top Hindi soap operas, drama serials, blockbuster Bollywood movies, lifestyle, entertainment and musical programmes.
With a total subscriber base of more than 1.7 million, Astro has the expertise and experience in local content creation.
Dheeraj Kapuria, CEO, International Operations, Zee Telefilms Ltd, said, "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 immensely popular, will now be in a language they can understand."
"Astro always strives to bring relevant content to our viewers, and this has been achieved through strong local content strategy and localisation of international channels. This partnership with Zee Network that will produce a new customised 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," said Astro's Director of Programming, Zainir Aminullah.