Published — Wednesday 11 July 2012
Last update 11 July 2012 5:26 am
Zee Entertainment Enterprise LLC, described as the largest Asian television network in the world, has launched a new Arabic channel, Zee Alwan, with unique content aimed at Arab family audiences, including a diverse choice of Arabic serials and hugely popular Indian TV serials dubbed in Arabic.
Zee Alwan marks the first time that some of India's most popular television serials are brought to the Middle East in Arabic. The move builds on the growing popularity of Bollywood in the Arab world as well as the strong and historic cultural links between the Arab world and India, with Indian family serials set to appeal to Arabic audiences.
Zee Alwan will be set apart for its diverse programming, which not only includes dubbed Indian serials but also popular shows on cookery, health and fitness, and travel features, among others. A number of Arabic serials, produced and set in the Arab world, will also be aired.
Mukund Cairae, CEO for Middle East, North Africa & Pakistan, Zee Entertainment Enterprise LLC, said: "With Zee Alwan, we are delighted to offer our audiences in the Arab world a dedicated channel that presents popular Indian serials dubbed in Arabic, and tailored for Arabic family audiences. The cultural context outlined in these popular serials will resonate with Arabic audiences as they are essentially about human values, family bonding, friendships and relationships. The historic ties between the Arab world and India will further enable Arabic audiences to relate to the serials."
Zee Alwan completes the mission that Zee Aflam started by offering the full range of Indian content for the entire Arab family. The programs respect the sensitivities of Arab audiences, especially women, and will have dedicated programming that will further appeal to them. Zee Alwan will also have Arab female anchors to present the shows, provide recaps on earlier episodes, and present vignettes from upcoming episodes.