OSN strengthens OSN Pehla platform in region

OSN Pehla adds three new channels for MENA region, reinforcing South Asian dominance
Masala TV is a flagship channel for the leading Middle East pay-TV network
Masala TV is a flagship channel for the leading Middle East pay-TV network

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OSN, a leading pay-TV network in the region, has strengthened its roster of premium South Asian content with the addition of three industry-leading niche channels on OSN Pehla.

India’s No 1 Bollywood music channel Sony Mix will now be available exclusively on OSN Pehla, in addition to Pakistan’s leading news channel in Urdu, Dunya News, and popular cookery channel, Masala TV. Both Dunya News and Masala TV will also be exclusive to OSN in two months.

The addition of the three channels makes OSN Pehla one of the largest aggregators of South Asian content in the MENA region with 36 channels.

“OSN Pehla has become the go to platform for South Asian content in the MENA region led by the diverse choice of must-watch channels that we provide,” says David Butorac, CEO of OSN. “Sony Mix, Dunya News and Masala TV fill niche areas that are extremely popular with the South Asian audience in the region. These channels also appeal to the wider Arab audience, who keenly follow Bollywood music and South Asian culinary treats further expanding OSN Pehla’s market reach.”

Neeraj Arora, Executive Vice President and Head of International Business at Sony Mix, said: “To be exclusively available on OSN Pehla in the MENA region is a perfect fit to Sony Mix, which is today India’s No 1 Bollywood music channel with almost a quarter of the total market share.”

Naveed Kashif, Managing Director, Dunya News said: “Since our inception, we have been focused on bringing a new paradigm to news programming in Pakistan. Today, we are the fastest growing in the country with custom-built premises, state-of-the-art studios, high quality graphics, modern camera and lighting equipment and bureaus across the country as well as in the UAE, USA and UK. The MENA region is one of our core markets and OSN’s tremendous reach will further build our presence here.”

M. Saad Qazi, General Manager, Masala TV Dubai, said: “There are strong commonalities between the cuisine of the Arab world and Pakistan. Masala TV is today the most popular cookery channel in Pakistan and amongst the sizeable south Asian community.”

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