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Zee Entertainment to launch Zee Café in UK on 15 July
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Mumbai: Zee Entertainment Enterprises Ltd, which gets a substantial chunk of its revenues from the international market, is gearing up to launch its fifth channel in the UK.

Targeted towards the South Asian men, Zee Café will start beaming in UK from 15 July on the Sky platform. For the proper sampling of the channel, the network has decided to offer it free for the first three days.

The channel will have a mix of content ranging from sports to news and current affairs, business shows and Bengali and Marathi content.

The launch of a new channel happens at a time when the UK economy is on a slump and most Indian broadcasters are struggling to survive in this highly competitive marketplace.

Says Zee Entertainment Enterprises Ltd (Zeel) COO- International Business Bharat Ranga, "The UK is an extremely important territory for Zee. Its continued growth and the satisfaction of our viewers’ entertainment needs are integral to this launch. We have conducted in-depth research with the South Asian audience and Zee Café is a direct result of the gaps which were identified. The inclusion of more male oriented programming, such as cricket provides subscribers with exclusive content that they will only find on Zee Café.”

Zee Cafe will start telecasting from 18 July Zee Café the live and exclusive coverage of the India-Sri Lanka Test series. India plays three Tests in Sri Lanka.

With a a tagline of ‘Entertainment Beyond Boundaries,’ Zee Cafe will promote the launch with a roadblock on all Zee Network channels in the UK.

Zee Cafe's male positioning comes in the wake of all the Indian entertainment channels targeting women. The channel will also feature programmes for the substantial Bangladeshi community in the UK. It will air popular shows from Zee Bangla, like Agni Pariksha, Devdas, Kohna and Dance Bangla Dance.

The Marathi content will include popular Zee Marathi shows such as, Kunku, Kulvudu and Sa Re Ga Ma Pa Marathi.

All regional fiction shows will be sub-titled in English. "In the current economic climate, we recognise that consumers want value for money. Therefore, we are adding Zee Café to our bouquet at no additional cost to new or existing subscribers. In our 15th year, we are delighted to give our subscribers even more quality content at the same great price,” says Zee Network Europe business head Govind Shahi.

Source: Indiantelevision.com

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