BEIRUT — India’s largest private news channel, NDTV, is set make its first entry into the Middle East and North Africa region with the launch end-October of “NDTV Arabia,” a 24-hour channel mixing business, news and lifestyle.
The free-to-air channel, which will be available on Nile Sat, is aimed at the millions of South Asian expats living and working in the region, according to NDTV chairman Prannoy Roy.
“This launch is in line with our plans to initiate international expansion beyond our current core market and reach new target audiences,” said Roy in a company statement.
“NDTV Arabia will be the first channel in the Middle East region to provide news in English and Hindi from South Asia mainly for South Asians in the region,” he added.
“In other words, it will be a channel that will deal with the issues and concerns of South Asians in the Middle East. This is lacking at the moment.”
The channel, he added, would locale content by setting up a bureau in Dubai.
Roy said that content during the week will mostly be driven by news, current affairs, talk shows “and investment and finance programs for the international Asian.”
During the weekend, focus will shift to lifestyle.