ZEE Network is celebrating today after announcing it has added 25,000 new subscribers to its database in the past few months.

The network, which recently added a fifth channel – ZEE Cafe – to its bouquet, claims to have seen record-breaking growth in its UK subscriptions.

ZEE Network owes its success ratio to the broadcaster’s strong programming, which currently includes live and exclusive international cricket, smash-hit shows such as ‘Dance India Dance’, ‘DID Lil۪ Masters’, along with dramas such as ‘Pavitra Rishta’ and ‘Jhansi Ki Rani’.

The ZEE Network bouquet in Europe now consists of six channels, with five in the UK. ZEE TV, the flagship channel; ZEE Cinema, the Bollywood movie and entertainment channel, ZEE Punjabi, the Punjabi language channel, Zing, the music and lifestyle channel as well as ZEE Russia across Europe catering to the Russian speaking market. There is also the eagerly-awaited new launch, ZEE Cafe, which is attracting even more subscribers, according to the network. ZEE Cafe’s schedule consists of cricket, news, current affairs and Bengali and Marathi programmes.

With more than 50 South Asian channels competing for the eyeballs of just 4% of the population, ZEE Network dominates a fiercely competitive market.

“Obviously there are those viewers who are content with free-to-air channels, but these are neither our core audience nor the target audience of our advertisers. ZEE attracts a more discerning viewer who wants more than your stereotypical soaps and dramas,” said Govind Shahi, Business Head, ZEE Network, Europe.

Whilst ZEE Network has added 25,000 new subscribers, the broadcaster did not divulge any information on its total number of subscribers during this period. There was also no mention of churn, the percentage of customers who dropped their subscription to the network.