MUMBAI: Pehla, Arab Digital Distribution's (ADD) pay television platform targeting viewers from the Indian subcontinent, has announced the launch of Pehla Bangla. This new buy thru subscription option on its platform will cater to Bengali expatriates in the Middle East.

Pehla Bangla has three entertainment channels - ATN Bangla, NTV Bangla and Tara Bangla - and is being offered as an "add-on" package. What this means is that only existing subscribers of any of the Pehla packages Pehla Basic, Pehla Silver or Pehla Gold, can avail of Pehla Bangla.

ADD executive VP network development and marketing Vinod D'Mello said, "Pehla has always lived to its commitment of showcasing exclusive regional programmes for the various Asian communities in the region. The addition of Pehla Bangla promises to make the Bengali speaking community in the region now feel closer to home."

Last month Pehla had launched Sahara One.