MUMBAI: NDTV has launched NDTV Arabia in the Middle East and North Africa region. The 24-hour news and infotainment channel will be free-to-air channel available on Nile Sat.

However an official press release states that the official launch will be around the end of October, after the channel's soft launch today.

The English channel will have a mixed content of business, current affairs and lifestyle. Subsequently the channel is going to have local news content produced from its bureau in Dubai, the release added.

NDTV Ltd. chairman Prannoy Roy said, "We are proud to announce the launch of NDTV Arabia, the first wholly owned region specific channel from the bouquet of NDTV. This launch is in line with our plans to initiate international expansion beyond our current core market and reach new target audiences. The aim is to give more and more people access to credible quality news and information from India and South Asia. Our next step for the region will be to launch further channels targeting the local Diaspora."

NDTV Group CEO KVL Narayan Rao said, "NDTV Arabia is NDTV's first venture into the Middle East and Africa as a customised channel. The channel aims to cater to growing interest in Indian current affairs and economy among a large population of Indian and South Asian origin in the Middle East and Africa."