In quite a radical move, Clarion Events have announced ZEE Network as media partners for the November Mela, which takes place in November.

Clarion Events have invested 1,000,000 in the huge Mela. Surprisingly last year’s partner STAR TV have been dropped. According to insiders, the National Mela (as it was known then) proved a dud with a low turn out. STAR TV will make a comment on today’s developments in the next day or so.

Biz Asia exclusively revealed a few weeks ago that ZEE had plans for a second mela this year after the roaring success of the ZEE Carnival at London’s Olympia. We can also now confirm that ZEE officials have booked the London Olympia for next year’s ZEE Carnival.

Govind Shahi, ZEE۪s Deputy Country Head, says, We are delighted to be working with Clarion on this high profile event. We are confident that ZEE۪s reach and influence in the Asian market, combined with Clarion۪s vision will indeed create the ultimate Asian experience۝.

Clarion are similarly confident with Show Director, Graham Lock adding We۪re thrilled to bring ZEE TV back to the NEC, and to be able to plug in to their powerful promotional machine. With such a significant investment we need to be able to reach as many consumers as possible. ZEE will deliver the crowds we۪ll deliver the event, it۪s a perfect relationship, but watch this space we۪ve more media announcements to make very soon!۝

ZEE’s Mela 2006 will be taking place on 17th-19th November. The all-new Mela will be a true and genuine celebration of traditional and modern Asian life. The heavily styled exhibition halls will feature top level attractions including fashion shows, cooking theatre, Bollywood cinema, wedding village, fashion arena, careers & commerce and the show highlight a seated entertainment theatre, hosting the best of Overseas and UK talent.