Dubai: Arab Digital Distribution (ADD), the region's provider of pay television, interactive and digital services, has signed a deal with Viacom 18 Media to bring a new channel to the Middle East and North Africa (Mena) region.

The move is part of the company's expansion plans and is meant to strengthen ADD's presence in the market and increase its subscriber base.

"Competition is very tough worldwide and in this part of the world," said Abdul Gani H. Ali, Chief Financial Officer of the Arab Media Corporation (AMC) the parent company of ADD.

We are strengthening our positions and we are trying to retain our existing subscribers and attract new subscribers as well, he said.

Colors, the Indian based channel, will be distributed on DTH exclusively on Premium Asian Entertainment packages also known as Pehla, which will also be available on cable and IPTV in the UAE through e-Pehla packages on e-vision and on du and in Qatar through Q-Tel.

High viewership

"We've done the research and most of our subscribers have asked for Colors," Ali said. "We expect to have a very high viewership on the channel in terms of subscribers and advertisers."

Currently, ADD has 200,000 subscribers in the Mena region. Present in 28 countries today, Colors became India's number one channel in nine months after its launch in 2008, said Rajesh Kamat, Chief Executive Officer of Colors and the Chief Operating Officer of Viacom 18 Media.

A top rated show on the channel could attract up to 10 million viewers in India. Its success has been credited to its daring shows that highlight issues that are relevant to the Indian audiences, he added.

Neither party revealed how much the deal was worth.

"It's very well worth the deal," Kamat said. "They [ADD] are the best in terms of reach and in terms of numbers — pretty much the most logical choice."

The Pehla packages will also be on offer in the UAE on du and etisalat. ADD said that they tied up strategically with du and etisalat to replicate the same package on their platform.

"This has allowed us to tap into new subscribers and also make it easier for our subscribers to have the service wherever they go and on whatever platform is available," Gani said.

The company also has plans to add six new Asian channels and to capitalise on its exclusive rights to air the Cricket World Cup.

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