BizAsia.co.uk this week reported on Prime TV’s exclusive UK deal to telecast certain programme bands from Pakistan’s Dawn News channel. To follow up that news piece, we spoke to Prime TV’s Programme Controller Erum Masood to get an insight into what this development means for viewers…

Firstly, what kind of shows can viewers expect from Dawn News and secondly, why did you opt for an English news broadcaster?

Prime TV’s- strength has been its content delivery and the relationship it has built with the viewers over the last nine years. As the first ever Pakistani Channel, Prime has always focused on bridging the gap between the British Pakistani and Asians by showcasing the improvised and modern image of the country and for the people in the UK. Dawn needs no introduction in the media world, internationally. It is the largest publication house in the country and is providing services to the people of Pakistan since last 60 years.

I guess the primary reason is the message through its content that will reflect on our viewers as a better source of communication through its medium, which is 100% English.

As far as the kind of shows and the views of the viewers are concerned they will not be disappointed, ‘The Breakfast Show’ – which will be on air Mon – Fri will be a new Dawn on Prime and will add flavour for our morning viewers mainly housewives. ‘News Eye’ the primetime show which is basically a news / current affairs show will definitely make the viewers hooked on to screen besides these there are other shows which are designed in a fashion that cater to the young / British Asians and the professional individuals.

With this perfect blend of entertainment, news and social and current affairs programme, what else can the viewer ask for?

What kind of reaction are you expecting from viewers after they have

experienced Dawn?

It is too early to say what would be the reaction of my viewers but as a programming person the viewers will always watch, what you would like to show as long as it’s properly timed and beautifully packaged! I am confident that it will be good and the results will speak for themselves.

What’s the one show from Dawn are you hoping will become the channel driver?

Our main driving force will always be our entertainment programmes; even today Prime drama serials and shows like ‘Salaam Namaste’ and ‘Khowja Navid Ki Adalat’ take majority of the audience share. But, I personally would say ‘News Eye’ and the ‘Breakfast Show’ will be a good blend.

Prime TV will phase out the Urdu news broadcast on its channel to make way for shows it is synidcating from Dawn News. Prime TV is also the UK’s first Asian TV channel to subscribe to the audience measuring body – BARB.