ATL Media, the commercial arm of Zee Entertainment Middle East has appointed Diginet Arabia, a Choueiri Group company, to take charge of its commercial advertising sales across the MENA region.

The tie-up which commences April 1, 2021 will run across to December 31st, 2025 and covers Zee Entertainment’s premium media assets, namely Zee TV, Zee Cinema, Zee Keralam, Zee Alwan and Zee Aflam.

The agreement is aimed at furthering Zee’s growth and expansion plans in the MENA region and will be focused on promoting their TV Channels to regional advertisers and brands.

Present at the signing ceremony were Senior Management and Executives from both ATL Media and Choueiri Group. Speaking on the occasion, Manoj A Mathew, Territory Head Zee Entertainment MENAPT stated that “Zee has been operating in MENA for over 25 years, it continues to lead the South Asian TV space and competes aggressively with local Arabic mainstream TV networks. Our new partnership with Choueiri Group is aligned with our strategic expansion plans, which will witness us taking our TV offerings to new heights of innovation and excellence, in doing so, we hope to meet the most discerning demands of both viewers and advertisers across the Arab world and beyond. Furthermore, it will also allow us to expand our other areas of investment like Arabic movies and local content production”.

He went on to state that “Choueiri Group’s proven track record and continued commitment to innovation made them the ideal choice of partners, as we are all looking forward to Zee’s transformation and success in the digital age”.

Also stating his views on the latest appointment, Choueiri Group’s Chairman and CEO, Pierre Choueiri said that “We are very excited about this collaboration with the flagship TV channels from Zee Entertainment. Our partnership will be focused on unlocking the fullest commercial potential of these assets, as highly effective advertising platforms for regional brands. We will also be building upon Zee Entertainment’s existing strengths while adapting to the changing media landscape, to ensure that their TV platforms become the best that they can be”.

“Zee’s strength lies in its ability to transform and adapt to the markets it operates in; Our large global presence in 170+ countries and touching the lives of over 1.3 billion people reflects our determination and position as an international media leader. The Zee portfolio spanning linear, OTT, movies, music and events has something for every stakeholder. We have some exciting plans ahead and this collaboration with Choueiri Group will allow us to further increase our investment in the region to focus on other content and digital opportunities.” said Ashok Namboodiri – Chief Business Officer, International Business at Zee Entertainment.