Indian media group UTV has signed a deal with Etisalat to broadcast two TV channels in the UAE in a bid to target the Gulf state’s large sub-continental expatriate population, reports Arabian Business.
The two networks, UTV Bindass and UTV Movies, will air content aimed at the lucrative youth market, UTV’s CEO of broadcasting said in a statement.
“The Middle East is a very important and challenging market for Indian television and we are pleased to… distribute our content to the significant South Asian diaspora resident in the UAE,” M K Anand said in a statement.
The deal marks UTV’s first entry into the UAE market.
UTV Bindass provides a mix of reality shows and the latest Bollywood music, while UTV Movies is a Hindi movie channel that is directly affiliated with India’s largest film studio.
The Indian firm said the deal is the start of a wider expansion plan aimed at growing its presence in the Middle East market.
“We plan to enhance our presence across the entire MENA region by customising our offering, as well as developing interactive programming to meet the viewing preferences of the region and engage our audience on a long term basis,” Anand said.