Zee TV revamp targets expats

Hindi general entertainment channel Zee TV is investing more than US$10 million in the Middle East to provide expatriate Asians with dedicated programming, some of which will be produced in Dubai.

  • E-Mail
By  Tim Addington Published  July 10, 2005

Hindi general entertainment channel Zee TV is investing more than US$10 million in the Middle East to provide expatriate Asians with dedicated programming, some of which will be produced in Dubai. Executives from the station’s parent company Zee Network have unveiled a string of new shows for the summer as part of a major channel revamp. The multi-million dollar investment is part of a long-term plan to make the network a broadcast leader in the Middle East. “The Middle East is going through a sea change with regard to people’s lifestyles, tastes and sensibilities and there is an ever-increasing demand for content and programming which is locally tailored to suit such audiences,” said Yogesh Radhakrishnan, managing director and CEO, Middle East, Pakistan and North Africa, at Zee Network. “We realise that there is a huge gap in what people would like to watch versus what is currently being offered. Zee plans to bridge this gap and increase its market share by capturing a significant portion of the Middle East market.” Research carried out for the company by the Pan-Arab Research Centre showed that 45% of its audience in the UAE alone earned over AED 15,000 (US$4087) a month and 48% of the audience were aged between 20 and 35. Radhakrishnan said that the network was expecting to see advertising revenues from the Middle East rocket by between 100% and 150% over the next 18 months as a result. “We are going through an overhaul of our programming content, marketing, distribution points and communication strategies to address the changing needs of our target audiences,” said Radhakrishnan. Zee TV is aiming to increase new programming targeted at the region between the prime time hours of 6pm to 12pm. “We are going to introduce serious local programming. We are very confident that we can deliver quality content to the market that reflects the needs of the expatriate and Arab population across the region,” he added. Viewers in the Middle East and Pakistan have had a dedicated broadcast feed of Zee TV since 2000, but until now have had to make do with content originated for the station’s Indian audience. Zee Network, which has increased its staff in Dubai from three to 48, also includes Zee Cinema.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code