MUMBAI: Pehla, Arab Digital Distribution's (ADD) pay television platform targeting viewers from the Indian subcontinent, has announced the entry of music channel Southern Spice Music in its Navratna bouquet.

Pehla plans to assemble together the bouquet with nine South Indian channels for a specific target audience in the Middle East region.

Southern Spice Music targets music lovers in all the four south Indian languages which are Tamil, Telugu, Kannada and Malayalam.

Commenting on the launch Arab Digital Distribution executive vice-president Network Development & Marketing Vinod D'Mello said, "Pehla continues to live up to its commitment of continuously enhancing viewers feedback and satisfaction by adding new channels and showcasing exclusive regional programs for the various Asian communities in the region. With SS Music on the platform we move closer to our goal of providing Asian entertainment in the region and transport them emotionally back home."

SS Music MD Usman Fayaz said, "SS Music has gained immense popularity in South India as it addresses the need of the youth in all the four South Indian languages- Tamil, Telugu, Kannada and Malayalam in the Asian subcontinent. We are proud of our association with Pehla, this tie-up will give us an opportunity to cater to the large South Indian and Sri Lankan community across the Middle East."