ZEE Network has been given the green light from media regulator Ofcom to launch four new “alternative genre” channels.

The licences handed out by Ofcom are for the UK launches of ZEE News, ZEE Comedy (replica of ZEE Smile in India), ZEE Lifestyle and ZEE Kids (the UK’s first Asian children’s channel).

ZEE Network has already confirmed to BizAsia.co.uk that it is launching its news channel and its spiritual channel ZEE Jagran within weeks.

An interesting launch will be of ZEE Kids, as recently ZEE TV has begun a 60-minute daily strand of children’s programming.

ZEE Comedy on the other hand will use sitcoms from ZEE’s existing channel ZEE Smile in India.

A lifestyle channel under the ZEE umbrella does not exist currently in India, so it is not yet known if this channel will be a new service or the soon to launch ZEE Next channel, which we provided details on yesterday.

As well as these, ZEE Radio is also gearing for its official UK launch.

ZEE Network now seems more aggressive than ever to further entice its viewers by creating a larger bouquet of channels to compete with Sony Entertainment Television Asia’s MAX Mix bundle (conisisting of Sahara, Aaj Tak, ARY Digital and MAX). Currently, ZEE Network has five channels broadcasting in the UK.