In an attempt to appeal to a wider audience, Pakistani broadcaster ARY Digital has forayed into Asian lifestyle shows by walking away with exclusive international rights of this year’s Lakme India Fashion Week.

The week-long established fashion show currently being held in India will be shown on ARY Digital channels around the world in Europe, Pakistan, Middle East, North America and India. In a press conference held today, ARY Digital Network president & CEO Salman Iqbal said, “ARY Digital Network is proud to be the international TV partner for Lakme India Fashion Week 2005. Our decision to broadcast this event was based on the fact that a common heritage, common historical linkage, and a common cultural bond bind both India and Pakistan and there is no better example of this than the fashion from our two countries.”

According to Fashion Design Council of India (FDCI) DG Rathi Vinay Jha, the proprietor of LIFW, “FDCI is extremely pleased to partner with ARY Digital Network to provide a wider footprint for India’s largest fashion event. This partnership takes Lakme India Fashion Week one step closer to the numerous international markets that our designers are targeting.”