ZEE Radio has officially been launched today by Bollywood king Shah Rukh Khan.

The launch of the station took place at the ZEE Carnival, an Asian lifestyle exhibition held at the Grand Hall in Olympia, Central London.

Bollywood actor Shah Rukh Khan is attending the three day event with other leading Bollywood and soap stars.

ZEE Radio will be a Bollywood centric station with an output consisting of 65% Hindi and 35% English. The station۪s strap line has been confirmed as “Dil Se…Bollywood”. An exclusive sneak peak into the schedule also indicates a daily Bollywood news show, which will air during primetime. There will be an early breakfast show and a main breakfast show, along with a drive time slot between 16:00 and 19:00. No surprise that ZEE Network TV shows will get prominent mentions during daytime timebands, which will be specifically targeted to females. ZEE Radio will also run exclusive previews into forthcoming episodes of popular dramas and shows from across the network.