EXCLUSIVE: B4U to launch exhibition in May


B4U Network has exclusively confirmed to Biz Asiadetails about its huge weekend exhibition during the month of May.

Not one to be left out, B4U joins other major broadcasters to add an indoor lifestyle exhibition to its glittering profile. As we hinted previously before, this is only one of many innovative schemes to spruce up the current mundane look of B4U Network. B4U Music has become one of the most watched Asian music channels in the UK but B4U Movies has been lagging behind with competitors ZEE Cinema and MAX hogging the limelight.

The B4U presents Asia Show is scheduled to take place on Saturday 20th and Sunday 21st May 2006. The mega event takes place at the Wembley Exhibition Halls and what’s worth mentioning here is that the show will be the last Asian event ever to be held at the old Wembley Halls before its refurbishment.

The B4U presents Asia Show will no doubt be similar to rivals ZEE Carnival, Asian Lifestyle Show (Sunrise Radio & Sony TV’s) and the STAR National Mela. Many Bollywood and music stars will be announced over the next few weeks. B4U’s Asia Show will charge �5.00 entrance fee as oppose to rivals, who price their tickets at �10.00.

Vice President of B4U Network Europe, Bala Iyer said; “B4U is delighted to be presenting the Asia Show-the UK’s number one cultural event on the 20th and 21st of May 2006. The event is an extension of the B4U brand which believes is giving wholesome entertainment through Bollywood movies and music. It will be located at the convenient Wembley Exhibition Halls and will include over 150 stalls including food, fashion, culture and lifestyle and will cater to the entire family.”

Clever marketing ploy or purely a coincident, B4U’s Asia Show has been slotted in between the ZEE Carnival, which takes place later this month and the Asia Lifestyle Show in July. B4U’s decision in scheduling the Asia Show in May will certainly affect one organiser. Could Sunrise Radio’s (in association with Sony TV) Asian Lifestyle Exhibition be the most hard hit? Already the event has had a minor teething problem with one of its stars (Arjun Rampal) attending the ZEE Carnival after signing a deal with Sunrise. On top of that, with so many similar type of exhibitions, fatigue may begun setting in for visitors.

Two things for sure that will favour the Asian Lifestyle Show, one, the peak summer time, two, big star names such as Preity Zinta and Lara Dutta. All remains to be seen. Looks like the battle is just getting started…

Keep it with Biz Asia for the ongoing competition between the channels.

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