ZEE Network has announced today that it is tying up with London’s popular youth radio station Club Asia for the forthcoming ZEE Carnival event.

The first ZEE Carnival lifestyle exhibition was held earlier this year, in March. It’s the first time ZEE Network has finalised a radio station as a partner for its ZEE Carnival event. Club Asia’s deal today will also see it presenting live from the event over the three days.

In the last few months it has become evident that ZEE Network has been favouring Club Asia over London rival Sunrise Radio. Today’s news is the latest ZEE association with Club Asia. Advertising campaigns to promote ZEE Network’s ‘Buy One Get One Free’ offer and ‘DLF Cricket on ZEE TV’ ran on Club Asia, leaving out Sunrise Radio.

Could Club Asia’s tie-up with ZEE for this occasion be a start to many new things? It is already widely known that rival broadcaster Sony Entertainment Television Asia has a close association with Sunrise Radio. As well as running numerous advertising campaigns on each other’s stations, they also work hand-in-hand for the annual Asian Lifestyle Show, which next year will also be heading to Birmingham, as well as its usual London Olympia stop in the summer.

BizAsia.co.uk has also been informed that the leading cast of ZEE TV’s drama ‘Kasamh Se’ will be appearing live at the ZEE Carnival. As well as that, chef from ‘Khana Khazana’ Sanjeev Kapoor will also be cooking up some dishes live in the cookery section of the Carnival.

ZEE Carnival 2007 returns on Friday 16th February – Sunday 18th February 2007. The ZEE Carnival takes place at the Olympia, London.

ZEE Network is also gearing up for its NEC Mela, which takes place this weekend in Birmingham. The NEC Mela is organised by Clarion Events. The ZEE Carnival is an event organised by ZEE Network itself.