MUMBAI: Sony Entertainment Television (SET) has added a dedicated Middle East beam to its geography-specific beams. With this, SET now has six localised feeds, one each for India, the US, the UK, Africa, Asia, and now the Middle East.
Till now, the Gulf and Middle East region has been serviced by the SET Asia feed. A report in the Dubai-based Gulf News quotes SET ad sales head Rohit Gupta as saying: "In the Middle East, SET will provide all new programmes simultaneous with their Indian launch. It is not our intention to use it as a platform for re-runs. There will also be future opportunities to telecast events from here."
According to the report, SET expects the Mideast feed to help generate advertising revenues of $3 million through, among other things, co-branding of programmes with advertisers based in the region.
SET is currently available to subscribers in the Gulf region on three platforms - two DTH and one cable. It is on the Pehla TV and ShowTime DTH platforms and on E- Vision, the UAE’s only digital cable TV provider.