MUMBAI: Satellite radio services provider WorldSpace has announced a distribution arrangement with ElSat, part of the Ellies Group and the largest manufacturer, wholesaler and distributor of television reception-related electronic products throughout the southern and central African region.

Through this relationship, WorldSpace Satellite Radio receivers will be distributed to major retail chain stores across the region thereby raising WorldSpace's visibility and making subscription service more accessible to the South African market.

WorldSpace chairman and CEO,Noah Samara says, "Africa continues to be an important geography for WorldSpace. ElSat's reputation and its reach into the region make it an ideal partner to help us achieve greater market penetration in tandem with superior customer service. We believe that the relationship will lead to business growth and will offer subscribers in South Africa an easy way to access our unique service offerings."

In addition to general product distribution, ElSat will implement extensive training of in-store retail personnel, as well as facilitate customer queries and installations. Installation requests will be fielded by ElSat's call centers and will be managed through the company's project management systems and independent installers. These are all aimed at delivering an overall product and service experience.