Pakistan’s hugely popular entertainment channel, Hum TV Europe has launched today on Sky Digital channel 859.
As revealed exclusively first on BizAsia, Hum TV Europe will broadcast free-to-air, giving rival Pakistani channels like ARY Digital and Geo UK stiff competition. ARY Digital is available as part of the new Sky Asia Pack and Geo UK is sold as a standalone. It will be interesting to see the impact Hum TV Europe will have on these two premium channels.
Hum TV Europe will focus on its superhit fictions and magazine programmes from sister channel, Masala TV. Marketing and sales of the channel will be handled by Evolution. It is also expected to join audience measuring body, BARB in the UK, which reports viewing figures for most UK broadcasters.
UPDATE: Hum TV Europe will officially commenced broadcasting with regular programming at 18:30.