Pay TV platform management company, Dubai - Arab Digital Distribution (ADD), is launching two new regional packages -- Pehla Spice and Pehla Spice Plus in Middle East and North Africa.

For the new regional packages, the company has partnered with the Sun TV network.

The Pehla Spice packages offer a mix of entertainment, infotainment and News in Tamil, Malayalam, Telugu and Kannada on the four regional channels - Sun TV, Surya TV, Gemini TV and Udaya TV. The other channels in the package are Star Vijay, Asianet News and the already existing Asianet Middle East, Kairali and TBO.

The Pehla Spice bouquet offering 18 channels is priced at AED 45, while Pehla Spice Plus with 27 channels is available for AED 110. The bouquets will soon be available on cable in the UAE du and Mozaic TV by Qtel in Qatar.

ADD's Pehla Media & Entertainment MD Majed Sahelli said that with the addition of the new regional bouquets, the company is diversifying its content and also increasing options for subscribers, while simultaneously making content more affordable.

"We are targeting the South Indian diaspora which makes the largest chunk of expat South Asian community across the Middle East. The nominally priced regional packages provide customers with an option of choosing exclusive packages that better suits their content requirements", he added.

Marketing and business development Alwyn Rodrigues said, "While the tie-up with ADD offers enormous strategic advantage to Sun TV Network, as Pehla is the fastest growing pay television platform in MENA, the new content line-up empowers us to leverage a large audience exclusively interested in regional content. The new additions further

strengthen our position as the regional market leader catering to varied and ever evolving media needs of our South Asian customers."

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