MUMBAI: Zee’s entertainment channel, Lamhe, has found a place on Freeview in the Greater Manchester area as a part of the basic digital terrestrial service. Estimates put the reach of the channel at 1.2 million and increasing the reach of Zee Lamhe to 13 million homes in UK.

Lamhe was launched earlier this year to showcase good quality south Asian entertainment such as drama, classics and Bollywood, lifestyle, cookery and travel. The FTA channel is also available on Sky Digital.

Speaking to media247, Zee FTA channels business head Archana Kanade said, “Lamhe has been going from strength to strength in a short period of time since it started broadcasting earlier this year in June. The channel offers a distinct viewing experience by offering content that is not available anywhere else and it is outperforming other GEC channels that have been in the market for longer and beating them at certain slots since being BARB rated. Over 10% of Manchester’s population is South Asian, with Freeview being a popular platform here. It is great that an even wider audience will now be able to enjoy the unique offerings of Lamhe.”

Lamhe broadcasts old shows that it feels is of quality that can engage UK viewers.  Freeview is UK’s only FTA digital terrestrial TV service.