The UK Asian TV market is all set to turn glamrous and glitzy with a new Indian channel, Zoom, which is being brought into the UK by ARY Digital.

Zoom TV is Indian TV with a difference. The channel will showcase a mixture of lifestyle and fashion, music based shows, film entertainment, celebrity chat shows, celebrity game shows, astrology and the paranormal. It will broadcast in Hindi predominantly, with English shows also in the offing.

The channel is owned by Bennet, Coleman & Co (India Times), the country's biggest publisher. Zoom TV launched in India in September 2004. It is described as the Indian version of American entertainment channel E! Entertainment.

One of the channel's clear strength is its capacity to get any and every Indian celebrity associated where and when required. Zoom has gone on to say that its access to celebrities is better than any other channel and that is one thing that no one disputes among the media fraternity.

It was revealed on Biz Asia exclusively last month that ARY Digital was planning to bring an Indian channel in the UK, a fifth for the network. Zoom TV has only tied up with ARY Digital for distribution in the UK and Europe territories. Zoom TV has been hoping to launch in the UK for several months and was under negotiations with many broadcasters including ATN Global and ZEE Network.

Expect to see Zoom TV in the UK this year by end of September / early October on Sky Digital.

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