Indus Music, Pakistan's first and only television music channel on the Indus TV Network, will dedicate time for Arabic music to focus on the UAE market.
The channel, which along with its other channels Indus Vision and Indus News, has been included in the cable E-Vision bouquet, will also broadcast programmes customised for the UAE and other Gulf audiences.
"We are forming tie-ups with UAE-based music companies to get Arabic software for our channel, and thus cater to Arabic speaking viewers," Umer Sheikh, controller of Indus Music, told Gulf News during his visit to Dubai.
He said the channel will organise a number of musical programmes, including a grand music concert in the UAE featuring top artists from Pakistan and India. The first is planned for March. Dubai-based Dream Advertising will coordinate the shows.
Syed Imad of the company said he will arrange music concerts in the UAE, in addition to taking care of the commercial time for the channel.
"We are now penetrating previously untapped market segments, including the under-18 bracket and overseas Pakistanis," he said.
"We are focusing on the UAE music scene because we have received a tremendous response from this market."
The channel, which has been running some programmes featuring Arabic, English and Urdu songs, will now run special Arabic music programmes as well, he added.
Beamed from Hong Kong on Asiasat 3S, the channel is watched in over 75 countries. Sheikh stressed the company's determination to bring Pakistan on a par with international entertainment standards.
"Indus TV encapsulates our national richness and diversity and endorses Pakistan's position as a multicultural and dynamic nation, which is in step with the rest of the world," he said.
"Although our focus is indigenous Pakistani music, we are open to music programmes from around the world, including the Indian music scene."
He reiterated the channel has provided a big boost to Pakistan's music industry. "We introduce new talent and encourage bands by playing their songs on our channel. The objective is to show real Pakistani music which was previously not known to many people.
Gulf News 2003
