MUMBAI: Zee Network has launched its channel Zee in Indonesia. The channel will be dubbed in the local language Bahasa.

The commercial launch of the channel was held on 1 March 2006 on the multi-channel satellite pay-television platform Astro Nusantara as a package.

Astro Nusantara hopes to reach 3.5 million subscribers in Indonesia in the next three years with the channel in their basic line up. The dubbed channel will be telecast from 13 March.

Simultaneously, another one hour band will be telecast in Malaysia to 1.7 million households with sub-titles in Bahasa. This will be available on Astro Prima (the local Astro channel) as a band until Measat 3 is launched. On the launch of Measat 3 (tentatively August 2006), the entire channel Zee will be available with sub titles to the Malay audience.

Indiantelevision.com had first reported Zee Network's plans to work out an arrangement with Malaysia's multi-channel pay TV operator Astro to launch a new dedicated channel with Hindi content, for its Indonesian, Malaysian and Brunei audiences, in September 2005.

Speaking on the launch, Zee International Operations CEO Dheeraj Kapuria said, "We take great pleasure in announcing Zee in Bahasa. We are optimistic about the popularity of this channel, as our viewers in Malaysia and Indonesia will now be able to enjoy the content on Zee in a language they can easily comprehend."

The channel's content will be sourced from the flagship channel Zee TV library, which will be localised with Bahasa Indonesia dubbing and Bahasa Melayu subtitling, to reflect the different language, lifestyle and viewing habits of the audiences in the three countries, Zee Network said in an official release.

Content from the Indian sub-continent, such as top Bollywood movies, have enjoyed high ratings in this region. The Zee channel promises programmes of various genres which include top Hindi soap operas, drama serials, blockbuster movies, lifestyle, entertainment and musical programmes, the release adds.