After its successful launch in India and the United Kingdom earlier this year, NDTV Imagine went on air last week in the Middle East and North Africa (MENA) region with an independent beam. The Hindi General Entertainment channel, which is targeted at Indians.
The region's first free-to-air entertainment channel will reach out to viewers through Pehla's Channel Number 61.
NDTV Imagine is the second product offering from the NDTV group in the Middle East, which had launched NDTV Arabia last year.
Announcing the channel's foray into the MENA region, Sameer Nair, CEO, NDTV Imagine, said, "Around 10 million of the residents in the Gulf region are expatriates who belong to the Asian sub-continent, mainly India and Pakistan. Currently in the region, there does not exist a dedicated free-to-air entertainment platform that provides fresh and insightful programming.
"NDTV Imagine recognises this need and plans to fill the void with innovative and entertaining programming. We have received a lot of positive feedback and plenty of requests to make the channel available in key international markets,' he added.