Zee TV set for Russia

The Indian channel Zee TV is to become available in Russia as a localised service by the end of the year.

According to a report in the Russian press, it will be offered by cable or satellite, with initial investment in the channel likely to be in the region of $7 million (Ä4.4 million).

The development is significant in a number of respects. Indian programming is already popular in Russia, with the channel India TV watched by some 7 million viewers. Zee TV, on the other hand, is offered in Hindi by Sistema-backed Kosmos TV, though only has some 2,000 subscribers.

The Russian version of Zee TV will be offered directly rather than through a distributor, as is usually the case with foreign channels in the country. There is as yet no indication as to who Zee TVís Russian partner is.