Mumbai, Sep 21 (UNI) NDTV has announced the launch of ''NDTV Arabia'', a 24-hour news and infotainment channel that will mark its entry into the West Asia and North Africa region.
According to an NDTV release, this is a soft launch of the channel and an official launch will be held towards the end of October after Ramadan.
Speaking to reporters yesterday, NDTV chairman Prannoy Roy said, ''This launch is in line with our plans to initiate international expansion beyond our current core market and reach new target audiences.'' ''NDTV Arabia'' will be predominantly an English channel and content will be infotainment-based, with business, news and lifestyle showcased on a single platform for audiences in the region. The channel will be free-to-air, available on Nile Sat which is broadcast to 100 million homes in the region.
Set to broadcast a mix of hourly news and business bulletins and longer reports, each bulletin will fit the appropriate West Asian time zone with an estimated 65 per cent of its coverage to be live news. The channel will also bring to the viewers some award-winning programmes from the NDTV bouquet like ''Big Fight'' and ''We the People'' by Barkha Dutt.
''Our next step for the region will be to launch further channels targeting the local diaspora. NDTV Arabia is just the beginning,'' Dr Roy said.