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Asianet to Launch Middle East Channel
DUBAI - Asianet, a leading Indian television channel with footprints across the globe, on Wednesday said its dedicated Middle East Channel will go on air today.
The new channel’s programming is tailored to suit the lifestyle of Kerala expatriates in the region. Currently, viewers of Asianet in the region are offered the same programme schedules as that of the flagship channel in Kerala.
“There is a considerable difference in the lifestyle of Keralites in their home state and the expatriate community living in the Middle East. We believe that the difference in outlook and aspirations must reflect in our channel’s programming,” said K. Madhavan, Managing Director of Asianet Communications Ltd.
The Asianet Middle East 24/7 channel will effectively replace the Asianet channel from Kerala.
Viewers in the region can watch new blockbuster movies and all weekend shows on Fridays instead of having to miss them on Sundays.
The timing of other programmes will also be restructured to suit Middle East residents.
“The new channel also enables us to create special programmes for Keralites in the region and provide our advertisers with more convenient time-slots,” added Madhavan.
Asianet also plans to establish a dedicated studio in Dubai.
With an estimated 4.5 million viewers in the Middle East, Asianet is a leader in Malayalam television along with Asianet News and Asianet Plus, an entertainment channel catering to the younger audience.
The official launch of Asianet Middle East 24/7 will be held in Dubai on April 7.
issacjohn@khaleejtimes.com
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