MUMBAI: Zee Entertainment Enterprises (Zeel) is stepping up its localisation drive in the Middle East. The Subhash Chandra-promoted company is planning to invest $100 million in Zee Alwan, its second Arabic channel in the Middle East.

Zee Aflam, Zeel?s first Arabic channel, has already turned operationally profitable. The dedicated movie channel beaming Bollywood films dubbed in Arabic, will complement Zee Alwan in tapping the growing $2 billion television advertising market in the Middle East.

Zee also plans to launch three channels for the Middle East market over the next five years as part of its global expansion strategy to leverage the growing popularity of Bollywood and Indian television content among Arab audiences.

Zee Alwan will have over 180 hours of original programming monthly with three Arabic series offered on the free-to-air channel. The programme roster also includes popular Indian serials that have been dubbed in Arabic, in addition to lifestyle shows including cookery, yoga, and travel.

Zeel MD and CEO Punit Goenka said, ?As a part of our global strategy, Zee Alwan is a step towards strengthening our presence in the Middle East. After the success of Zee Aflam, this new channel will help us to further consolidate our share and enhance Zee?s reach.?

Zee Alwan will air shows like Hindustani (Saudi Arabian musical and comedy show), Banat Al Alilah, and Banaat Al Jameaa. The Indian serials that have been dubbed in Arabic for Zee Alwan include Malekat Jhansi, Alwa?ad and Lalli. The lifestyle shows that will be aired on the channel are Indian chef Sanjeev Kapoor?s Konooz Khanaa, Yoga for You and Full Circle.

?Zee Alwan has received overwhelming response from Arab audiences across the Gulf region, particularly in the UAE and Saudi Arabia following its soft launch. With the grand roll-out, we are further strengthening the programming of Zee Alwan, with a focus on providing original Arabic content. Zee Alwan?s niche of providing exclusive Arabic series ? produced in the Gulf region as well as the dubbed Indian productions ? sets a new trend in family television entertainment in the Middle East,? said Zeel CEO?Middle East, North Africa and Pakistan Mukund Cairae.

The channel, transmitted from Dubai, with an operational office in the Kingdom of Saudi Arabia, can be accessed through frequency 12417 on Nilesat and 12111 on Arabsat.