This week's 'Biz Exec' feature's an interview with ARY Digital's Vice President of Europe - Fayaz Ghafoor, who talks about his recent appointment as Vice President and what plans he has in store to maintain the popularity of ARY Digital's four channels in the UK.

First of all congratulations on taking over the UK/Europe operations of ARY Digital, how did this happen?
I was offered this role because I have been part of ARY Digital since the beginning. I was based at the Corporate Head Office in Dubai before coming here.

In your new role at the company, what vision have you got for ARY Digital UK/Europe?
ARY Digital has always been a leading brand amongst Pakistani channels internationally. We hope to maintain that standing and at the same time introduce new and cutting edge content for our viewers here. We are also planning to focus more on local content.

What are your initial plans in your new role and will there be any immediate visual changes on the ARY Digital TV network?
We have already begun aggressive marketing in the North where there is a concentration of Pakistani population. We are also changing our programming from July. We are bringing back hourly news on ARY Digital and we're also introducing a two hour current affair band.

ARY Digital was one of the first Pakistani TV channels to launch in the UK market, since its debut the Asian TV channels dynamics have changed dramatically here, you now have four channels broadcasting on Sky Digital, do you believe to keep up with competition the number of channels a broadcaster launches is important?
Viewers here or anywhere has the option to flick through many channels within the category of News, entertainment, religion, music. They stop where they see what they like. And that’s where the competition begins. So yes, we need to offer each category to keep up with competition.

ARY One World, The Muzik and QTV have been on air in the UK for nearly two years. Has the response to the channels from viewers and advertisers been what you intended? Any plans to encrypt these channels and bundle with ARY Digital?
The response has been as expected. As for plans to encrypt, The Musik will always remain free to air. We do however plans to encrypt the others in the near future.

ARY Digital remains the only Pakistani subscription-based broadcaster in the UK, are there any plans to make the channel free following rivals Prime TV and STAR?
We have maintained our subscription base despite all the free to air channels. In fact our subscription continues to climb. We have no reason to go free to air.

One reason why ARY Digital has continuously topped the popularity charts is for its acquisition of both India and Pakistan cricket matches, tell us about the cricket coverage coming up on ARY Digital?
We have India, Australia starting on 20th September and Pakistan South Africa starting 1st October. Others matches coming up are India Pakistan in November this year, Australia Pakistan in February next year and India South Africa in March next year.

Could there be a sports channel from ARY Digital on the horizon for UK viewers?
Not something we have not considered since we have the content to support it. But no concrete plans as yet.

There have been talks of freshening ARY Digital’s on-air look soon, could you tell us a bit about this?
As I said, in July we are changing our programming. We will launch our new promos at the same time. Keep watching ARY Digital for all these exciting changes!

With immense competition from other broadcasters, what would you say one thing that stands out for ARY Digital from your rivals?
Other than top dramas, sitcoms, magazine shows, news, religious content we have been showing live cricket to our viewers from the time we launched the channel. That always remains our competitive edge in this region.

ARY Digital has been in the forefront of sponsoring many events held in the UK in the past, it has been quiet recently. Will this be something that will be changing this year as well?
We hope and look forward to supporting any content that makes visual sense and that allows us to penetrate the market.

With ZEE Network launching its radio station this summer, are there plans to bring back ARY Digital Radio?
No plans as yet.

What big programme properties can we expect on ARY Digital this year?
Other than cricket...

How do you see ARY Digital in a year from now?
Still the market leader.

Quick fire:
- Haroon / Ali Zaffar
- Cricket / Football
- UK / US
- Amitabh Bachchan / SRK
- KBC / Indian Idol
- Comedy / Drama