Dubai: To cater to its viewers in the Middle East, Zee Entertainment Enterprise has launched a new Arabic channel with content aimed at Arab family audiences.
The move introduces a new range of Arabic serials and popular Indian TV serials to build on the growing popularity of Bollywood in the Arab world.
The new channel Zee Alwan will include dubbed Indian serials, popular shows on cookery, health, fitness and travel features among others.
"We have already established a strong footprint in the Arab world through Zee Aflam, a channel dedicated to Bollywood films, dubbed or with subtitles in Arabic.
"Today, we are regarded as the `Gateway to Bollywood for the Arab world` and with Zee Alwan we are taking our audience engagement to the next level with television serials and other lifestyle content, in addition to a strong bouquet of local programming," said Mukund Cairae, CEO Middle East, North Africa and Pakistan, Zee Entertainment Enterprise.
The new channel will also have Arab female anchors presenting the shows, provide recaps on earlier episodes, and present vignettes from upcoming episodes.
It will be transmitted from Dubai, with an operational office in Saudi Arabia.