Indian television network Zee has opened an office in Jakarta and appointed Maria Liza Ginting as its country head, to support the launch of its new Bollywood channel for Indonesia.
Zee Bioskop, which will air Bollywood movies in the Bahasa language 24 hours a day, will now be joined in Indonesia by Zee's health and fitness offer Veria Living Channel, via the Apstar-7 satellite.
"Indonesia and India share a lot of similarities when it comes to culture, values and entertainment appetite, in addition to being maritime neighbours," said Subhash Chandra, chairman, Zee Entertainment Enterprise (ZEEL).
"Indonesia is economically one of the fastest growing markets with huge potential for pay-TV growth. I am confident these launches will flag off a new beginning for our venture and relationship between the two countries."
Sushruta Samanta, ZEEL's business head, Asia Pacific, added: "During the focused group research, we were amazed to see the massive response for our Bollywood content. Zeel holds the largest Bollywood library, which will aid Zee Bioskop in setting new records in the viewership trend. Indonesia is definitely a key market for our APAC expansion plan and opening of Indonesia office is a first step towards that direction."