The locally run TV 99 channel has been repositioned as a Hindi/Urdu Bollywood entertainment channel.
BizAsia can exclusively confirm that the channel, which was previously known as an Islamic service, will henceforth broadcast round-the clock entertainment shows filled with dramas, films and local magazine programming. The channel’s new strapline ‘Rangeen Kardey Zindagi’ (Make your life colorful) is expected to reflect its new positioning.
Starting from Monday 23rd February, TV 99 will unveil a slew of Urdu and Hindi programmes that it has acquired from Pakistani and Indian media production houses. Some of the shows that will broadcast from TV 99 with immediate effect will be ‘Anjane Nagar’, ‘Band Khirkyon Kay Peechay’, ‘Muhabbat Humsafar Meri’, ‘Bhatti Aur D.D’, ‘Laaj’, ‘Main Chup Rahungi’, ‘Orangi Ki Anwari’, ‘Ishq Samandar’, amongst many others.
The channel will also broadcast up to the day events such as film mahurats, premieres, on-location shoots and Bollywood press conferences, which are not shown in the UK on any other channel. Footage will be recorded and broadcast on the same day. There will also be a 30-minute Bollywood News segment at 22:00 daily.
TV 99 has also acquired a number of films, which it will broadcast on weekends. There will be four movie slots including two Bollywood films per day, one Punjabi film title and one Pashto film.
TV 99 also plans to go BARB in the coming weeks to get its viewing data officially measured.
TV 99 is available free-to-air on Sky channel 842 under new management.