MUMBAI: Zee TV, Zeel?s Hindi general entertainment channel, has become a 24/7 service offering in Canada for the first time with the launch of Zee TV Canada, the American subsidiary of the Indian media and entertainment major said.

Zee TV, which had discontinued its deal with Asian Television Network (ATN), has signed a distribution deal with Canada?s largest distributor of third language television services Ethnic Channels Group (ECG).

Zee TV Canada will be available on Rogers, Bell and Telus starting from 1 February, Zee Americas said in a statement.

Zee Americas CEO Suresh Bala commented, "The impact and growing importance of the South Asian diaspora in Canada cannot be overstated. And with the launch of Zee TV Canada, we are now in a position to address this significant opportunity.

"Zee has and continues to remain the leading South Asian media brand globally. 650 million viewers in 169 countries around the world are testament to its popularity. We are fortunate to have found an energetic and progressive partner in ECG and we are confident that this partnership will help us to exponentially grow our business in Canada."

"As the largest distributor of international TV in Canada, the launch of Zee TV is a great addition to our Group," added ECG President Hari Srinivas.

Zee now has six channels in Canada catering to the diverse group of viewers which includes ETC Punjabi, Zing, Zee Salaam, Zee Tamizh and Zee Cinema.

ATN had signed an agreement with Zeel (then Zee Enterprises) in 2001 securing the exclusive rights to programming from Zee TV.

MUMBAI: Asian Television Network International (ATN), which serves Canada?s Asian community, has decided not to renew its licensing agreement for rights to Zee TV?2 Hindi programming when it expires on 31 January, 2013.

The licensing agreement would have automatically got renewed but ATN is not renewing it. The US affiliate of Zee was notified of the decision on 28 October, 2012.

ATN president, CEO Shan Chandrasekar said, "We felt that with programming content from both Star Plus and from Zee TV, we had a situation where we were unable to do justice to either one and from sheer lack of air time, had to miss out some very compelling programming contents".

Chandrasekar also observed that ATN?s positive relationship with Zee TV is still going to continue relating to the exclusive rights acquired by ATN in the programming content of ALPHA ETC PUNJABI channel.

ATN?s relationship with Star Plus continues and shall continue to grow going forward with more of Star Plus programming content aired on the ATN as well as with better exposure for shows such as ?Nach Baliye?, ?Veera?, ?Saathiya Saath Nibhaana?, ?Yeh Rishta Kya Kehlata Hai? and ?Pyar Ka Dard Meetha Meetha Pyara Pyara?.

ATN also plans to introduce Canadian television premieres of Indian movies and engage in production and exhibition of Canadian feature films based on South Asian themes; and produce and feature South Asian Canadian dramas in Hindi, Punjabi, English and Tamil and also invest in Canadian independent production.

ATN is rolling out more channels and expanding and upgrading its operations.